The WhatsApp business guide, in plain language
The WhatsApp Business Platform lets companies message customers at scale through approved software rather than a single phone. This guide explains how it works, what the rules are, and where a tool like Morasel fits.
Who this guide is for
If your business already talks to customers on WhatsApp and you are wondering how to do it properly, at scale, and within Meta's rules, this guide is for you. It is written to be useful whether or not you choose Morasel.
What is the WhatsApp Business Platform?
There are three ways to use WhatsApp for business. The consumer app is for personal chats. The WhatsApp Business app is a free app aimed at a single small business owner. The WhatsApp Business Platform (sometimes called the API) is the option built for teams and scale: it connects approved software to WhatsApp so several agents can share one business number, send templated messages to opted-in customers, and automate routine replies. Morasel is built on this platform.
WhatsApp is a trademark of Meta Platforms, Inc. Morasel is built for the WhatsApp Business Platform and is not endorsed by or affiliated with Meta.
WABA and phone numbers
Access to the platform is organised around a WhatsApp Business Account (WABA). Think of the WABA as the container for your business's messaging: it holds your registered phone numbers, your message templates, your quality rating and your messaging limits.
- A WABA can hold one or more registered business phone numbers.
- Each number has a display name and a verified business profile.
- Meta assigns a quality rating and a messaging limit per number.
- Numbers used on the platform cannot also be used in the consumer WhatsApp app.
Message templates and how they are approved
Draft the template
Business-initiated messages must use a pre-written template. You draft the text, add any variables (like a name or a date) and choose a language.
Submit for review
Meta reviews each template for policy compliance before it can be used. Clear, non-promotional utility messages are usually approved quickly.
Send to opted-in contacts
Once approved, the template can be sent to customers who have given consent. Free-form replies are only allowed inside an open conversation window.
The three template categories
Utility
Transaction and account messages tied to something the customer did — order updates, appointment confirmations, reminders.
Authentication
One-time passcodes and login verification. Kept strictly to delivering the code.
Marketing
Promotions, offers and announcements. Requires clear opt-in and is the most tightly governed category.
Consent, opt-in and the 24-hour window
Consent is the foundation of the platform. You may only message people who have opted in, and you must make it easy to opt out. Timing matters too: when a customer messages you, a 24-hour service window opens in which you can reply freely. Outside that window, business-initiated contact must use an approved template.
- Collect a clear opt-in before sending business-initiated messages.
- Honour opt-outs immediately and everywhere a message can be sent.
- Reply freely within the 24-hour window a customer message opens.
- Use an approved template to start a conversation outside that window.
Common business use cases
Appointment reminders
Confirmations and timely reminders that reduce no-shows for clinics and services.
Order and delivery updates
Utility messages that keep customers informed without them having to ask.
Customer support
A shared inbox where a team resolves questions with clear ownership.
Opt-in campaigns
Marketing and utility broadcasts to customers who chose to hear from you.
How Morasel helps
Morasel is a customer communication platform built on the WhatsApp Business Platform. It gives your team a shared inbox on one business number, a CRM that keeps every contact and consent state in one profile, scheduling with reminders, opt-in campaigns using approved templates, and automation for repetitive work. Because these share one customer record, context follows the conversation instead of scattering across tools. Your Morasel subscription is separate from the WhatsApp conversation charges billed by Meta.
Frequently asked questions
Is the WhatsApp Business Platform the same as the WhatsApp Business app?
No. The free WhatsApp Business app is for a single small business owner. The WhatsApp Business Platform (API) is built for teams and scale, letting approved software share one number and send templated, opted-in messages.
Do I need a template for every message?
Only for business-initiated messages and for messages sent outside the 24-hour service window. Inside an open window opened by the customer's message, you can reply freely without a template.
Who bills me for WhatsApp messages?
WhatsApp conversations are billed by Meta according to its pricing for the platform. Your Morasel subscription is separate from those conversation charges.
Is Morasel affiliated with WhatsApp or Meta?
No. Morasel is built for the WhatsApp Business Platform. WhatsApp is a trademark of Meta Platforms, Inc.; Morasel is not endorsed by or affiliated with Meta.
Put this into practice
Request a demo and we will map the platform to how your team uses WhatsApp today.