BroadcastoThe WhatsApp Business API is the official Meta interface that lets businesses send and receive WhatsApp messages programmatically — including bulk template broadcasts, two-way chat, automation and integrations. It is the only sanctioned way to message customers at scale; unofficial tools risk account bans.
The WhatsApp Business API (also called the WhatsApp Cloud API) is built and hosted by Meta. Businesses access it through providers like Broadcasto via embedded signup, which connects a phone number, a Meta Business Manager and a WhatsApp Business Account.
Unlike the consumer WhatsApp app or the WhatsApp Business app, the API has no chat UI of its own. Companies plug it into a platform (CRM, helpdesk, broadcaster) that handles inbox, templates, automation and analytics.
Key capabilities: bulk template broadcasts, two-way customer chat, interactive buttons and lists, media (image, video, document, location), automation flows, multi-agent inbox, webhooks and integrations with ecommerce and CRM tools.
Related terms
- WhatsApp Cloud API — Meta-hosted version of the WhatsApp Business API — no servers required.
- WhatsApp Embedded Signup — Meta's in-product flow to connect a number to the WhatsApp Business API in minutes.
- WhatsApp Business App vs API — The free app is for one user; the API is for teams and automation.