As more businesses seek personalized and instant customer engagement, WhatsApp has become one of the most valuable communication tools for companies globally.
But while the WhatsApp Business App offers basic features for small teams, larger or more structured businesses need more control, scalability, and automation. That is where the WhatsApp Business API comes in, and it all starts with creating a WhatsApp Business Account (WABA).
A WhatsApp Business Account allows companies to access advanced capabilities such as message automation, chatbot integration, CRM syncing, and the use of official message templates. It is the gateway to connecting with customers at scale while maintaining the trust and security WhatsApp is known for.
However, setting up a WABA is not as straightforward as downloading an app. It requires several steps: creating the account, verifying your business, choosing the right tools or partners (known as Business Solution Providers), and understanding how WhatsApp’s message rules and time limits work.
This article will walk you through everything you need to know about:
- How to create and verify your WhatsApp Business Account (WABA)
- The role of Business Solution Providers (BSPs)
- How to use message templates correctly
- What the 24-hour chat window is and how to manage it effectively
Whether you’re just getting started or considering switching from the app to the API, this guide will help you navigate WhatsApp Business with clarity and confidence.
Setting Up Your WhatsApp Business Account (WABA)
Setting up a WhatsApp Business Account (WABA) is the first official step for any business looking to leverage the full potential of WhatsApp for customer communication.
Unlike the standard WhatsApp Business app, which is suitable for very small teams, WABA provides the infrastructure for integrating automated systems, managing high-volume messaging, and coordinating customer support across multiple agents.
If you’ve already explored how WhatsApp Business API empowers businesses to automate, scale, and personalize conversations, then you understand why creating a WABA is a strategic move, especially for brands looking to move beyond basic messaging and into structured communication.
Here’s how to set up your WhatsApp Business Account the right way:
Step 1: Create or Log Into Meta Business Manager
To begin, you’ll need a Meta Business Manager account, this is the central hub for verifying your business and managing your WhatsApp presence.
- Visit business.facebook.com.
- Either create a new business or log into an existing one.
- Enter your company name, address, website, and business category.
- Complete your business email verification.
This Meta platform acts as your command center, it’s where you’ll handle phone number registration, template message submissions, and team permissions (if needed).
Step 2: Add a WhatsApp Business Account
Once your Meta Business Manager is active:
Go to Business Settings.
- Under Accounts, select WhatsApp Accounts.
- Click Add to create your WhatsApp Business Account.
- Assign the account to a verified business and add a payment method (if required, depending on your BSP).
Here, you’ll also register the phone number you want to use. Be aware: once a number is connected to WABA, it can no longer be used on the WhatsApp Business app, a point we expanded on in our guide to using WhatsApp Business across multiple devices.
Step 3: Choose A Business Solution Provider (BSP)
To activate the API and use it for live communication, you must connect to a Business Solution Provider (BSP), a Meta-approved partner that provides you with access to the WhatsApp API through their own platforms or dashboards.
Some BSPs, like Siteti, make it easy to:
- Automate responses
- Track conversations across a team
- Set up chat routing and assignment
- Integrate with your existing CRM
We’ll explore BSPs more deeply in the next sections, but note that your choice of provider impacts everything from ease of use to support for message templates and performance analytics.
How To Verify Your WhatsApp Business Account (WABA)
Verifying your WhatsApp Business Account is a crucial step in unlocking key API features, including message templates, higher messaging limits, and a green checkmark badge (in some cases).
This verification proves to Meta that your business is legitimate and eligible to use the WhatsApp Business Platform at scale.
It’s important to distinguish between two types of verification:
Business verification (handled in Meta Business Manager)
WhatsApp Business Account verification (which shows your business name to customers instead of just your number)
Let’s break both down:
Step 1: Complete Business Verification on Meta
Before Meta enables API access, your business must be verified in Meta Business Manager.
Here’s how:
1. Log Into Meta Business Manager
Navigate to your Business Settings and click on Security Center.
2. Start Verification Process
If you see “Start Verification,” your business is eligible.
Fill in the following:
- Legal business name
- Business address and phone number
- Business website
- Proof of legal existence (e.g., CAC certificate, business utility bill)
3. Submit And Wait
Meta usually takes a few working days to verify submitted documents. You’ll receive a notification once approved.
Tip: Avoid delays by ensuring that your business name and address match across all documents submitted.
This verification unlocks:
- Access to the WhatsApp Business API through your chosen BSP
- Increased messaging tiers (e.g., sending messages to thousands of users within 24 hours)
- The ability to request display name approval and apply for the green badge
What Could Cause Your Verification To Be Rejected?
Verification isn’t guaranteed as such, your business may not get verified if:
- Your documents are incomplete, outdated, or inconsistent
- Your business name doesn’t match across the documents, website, and Business Manager
- You don’t have a valid online presence (a website that clearly reflects your business)
- You use a Gmail or personal email domain instead of a branded business email
- You’re in a restricted industry, such as gambling, adult services, or cryptocurrency
In some cases, Meta may allow you to re-submit with corrections. However, repeated rejections may block further attempts, so it’s important to get it right the first time.
Step 2: Verify Your WhatsApp Display Name
This step ensures that your business name shows in user chats, not just your phone number.
To request this:
1. Go to WhatsApp Manager inside your Meta Business account
2. Select the WABA and phone number you want to apply for
3. Click “Edit” to request display name approval
4. Submit your business name, category, and business website
Meta will check that the name you’re submitting matches your legal business identity or is a well-known brand representation.
Step 3: Apply For The Green Badge (Optional But Valuable)
The green checkmark beside your name is called the Official Business Account badge. This is optional but helps improve trust and visibility, especially for well-known brands or those in finance, healthcare, and travel.
Requirements:
- A fully verified WABA
- Consistent branding across all your digital assets
- A history of compliant, high-quality customer messaging
Note: This badge is granted at Meta’s discretion, even if your business is verified.
Note that:
This verification process prepares your account for using the API in full, including message templates and chat management. As we explained in our breakdown of WhatsApp Business API benefits, verified WABAs unlock messaging at scale while maintaining security and brand consistency.
All You Need To Know About Business Solution Providers (BSPs)
If you’re planning to use the WhatsApp Business API, you’ll likely come across the term Business Solution Provider (BSP). Understanding what BSPs do and how they support businesses is essential to successfully navigating the API journey.
A. What Is A WhatsApp Business Solution Provider?
A Business Solution Provider is a third-party company officially approved by Meta (formerly Facebook) to offer access to the WhatsApp Business API. Because Meta does not give businesses direct access to the API, BSPs serve as intermediaries.
They help businesses:
- Apply for and configure their WhatsApp Business API account
- Host the API (since WhatsApp API is not a downloadable app)
- Manage message delivery, sessions, and templates
- Provide tools like shared inboxes, automation, CRM integration, and analytics
In essence, BSPs make the API usable and scalable, especially for businesses that need to handle high-volume conversations or multiple agents.
B. Types Of BSPs
There are generally two categories:
1. Self-service BSPs: They offer ready-to-use platforms where you can set up your WABA and manage everything on your own (e.g., through a dashboard).
2. Full-service BSPs: These providers manage everything for you, from onboarding to ongoing support and custom integration. This is ideal for businesses that want more hands-on support.
Some BSPs, like Siteti, go beyond just setup. They offer a full suite of team-oriented features such as:
- Smart routing and message assignment
- Queue management
- Multiple agent logins
- Automation features like chatbots
- Seamless CRM integrations
C. Why You Need A BSP
If your team has outgrown the basic WhatsApp Business App, perhaps you’re facing challenges like delayed responses, chat overload, or limited collaboration, then using the API through a BSP gives you the tools to scale effectively.
For instance, in our previous article on WhatsApp Business on Multiple Devices, we explained the limitations of the app when used by teams. A BSP-powered WhatsApp API solution solves those issues by providing structure, oversight, and efficiency.
D. How To Choose The Right BSP
Here are factors to consider when selecting a BSP:
| Criteria | What To Look For |
| Pricing Model | Transparent and scalable billing |
| Feature Set | Team inbox, automation, reporting |
| Support & Onboarding | Dedicated support or account manager |
| Integration Capability | CRM, chatbot, or marketing tools |
| Data Security | End-to-end encryption, compliance with privacy laws |
Siteti, for example, is ideal for small to medium-sized businesses looking for a user-friendly interface, team collaboration tools, and reliable customer support tailored to African markets.
With a BSP in place, you are well-equipped to take advantage of everything WhatsApp Business API offers. But to truly harness this power, you’ll need to understand the next piece of the puzzle – Message Templates.
All There Is To Know About Message Templates
Once your WhatsApp Business API account is live through a Business Solution Provider (BSP), you’ll need message templates to initiate conversations with customers, especially outside the standard customer service window. These templates are a core part of how the API functions.
A. What Are WhatsApp Message Templates?
Message templates are pre-approved messages you can use to start a conversation with a customer or follow up after a chat session has ended. Unlike regular chats, which are reactive, templates allow you to be proactive, but they must comply with Meta’s policies.
Use cases include:
- Sending appointment reminders
- Order confirmations
- Payment notifications
- Promotional messages (with opt-in)
- Account updates or alerts
Message templates must be approved by Meta before use and must follow specific formatting and content guidelines.
B. Types Of Message Templates
Templates are divided into different categories:
| Template Type | Use Case Example |
| Transactional | “Your order #1234 has been shipped.” |
| Utility | “Your bank statement for July is ready.” |
| Marketing | “Get 10% off your next purchase with this code.” |
| Authentication | “Your OTP is 098765.” |
The category you choose affects approval speed, pricing, and regulatory scrutiny. Marketing templates, for example, usually require explicit customer opt-in and take longer to approve.
C. Template Formatting and Rules
Templates support dynamic placeholders (e.g., {{1}}, {{2}}) which are replaced with customer-specific info during message delivery.
For instance:
Hi {{1}}, your delivery is scheduled for {{2}} at {{3}}.
Important rules include:
- No spammy or misleading language
- No content that violates Meta’s commerce policies
- Clear opt-out options for promotional messages
Templates must maintain professionalism and clarity. Any deviation may result in rejection or account restriction.
D. How To Create And Submit Message Templates
1. Via BSP Dashboard: Most BSPs like Siteti offer a simple interface where you can create, preview, and submit templates.
2. Choose Language and Category: Pick the appropriate language and type (e.g., utility, marketing).
3. Add Placeholders and Variables: If you need personalization.
4. Submit for Approval: Meta typically responds within 24 hours.
Siteti’s dashboard makes this process easier by offering:
- Built-in template library
- Auto-formatting tools
- Real-time status tracking for submissions
E. Best Practices For Template Usage
To maintain high deliverability and avoid blocks:
- Keep messages short and clear
- Personalize where possible
- Ensure the user has opted in (especially for marketing)
- Monitor message performance and feedback
- Use simple, respectful language.
In earlier articles, we mentioned how the WhatsApp API helps teams scale support and streamline messaging. Message templates are a major part of that, they ensure timely, reliable communication without needing agents online 24/7.
Understanding WhatsApp Chat Windows
WhatsApp is designed to prioritize user privacy and control, which is why the Chat Window system exists. Whether you are using the regular WhatsApp Business app or the WhatsApp Business API, understanding this system is critical to avoid message delivery failures and maintain compliance.
A. What Is A WhatsApp Chat Window?
A chat window refers to the 24-hour session that opens when a customer messages your business. During this session, you can send free-form messages, meaning your team can reply without needing pre-approved templates.
After this 24-hour window closes, you can only message the customer using a pre-approved message template (as discussed in the previous section).
B. How The 24-Hour Rule Works
A customer messages your business at 10:00 AM on Monday.
The chat window remains open until 10:00 AM on Tuesday.
Within that time, your team can freely respond with text, media, or other supported content.
If you try to message at 10:01 AM on Tuesday, the message will not be delivered unless it’s a template.
This rule applies regardless of who initiates the message on your team and resets every time the customer responds.
C. Implications For Business Communication
This rule has a few operational implications:
- Your agents need to respond promptly to customer messages to keep conversations open.
- If your team takes too long to reply, the session closes and you’ll need to use a template.
- Automated messages, like chatbots, must also respect this window to avoid compliance issues.
D. How To Manage Chat Windows Efficiently To Avoid disruptions:
- Set up alerts or inbox filters to prioritize active conversations.
- Use automated welcome or away messages that encourage customers to reply, restarting the window.
- Monitor message timestamps and agent responsiveness.
BSPs like Siteti offer tools that help businesses manage chat windows by:
- Flagging when a session is about to expire
- Auto-suggesting approved templates to re-engage customers
- Integrating with CRMs to log conversations and maintain continuity.
E. Use Case Example
Imagine a logistics company receives a delivery update request at 2:00 PM. If their team replies at 6:00 PM and the customer replies again at 6:30 PM, the session continues.
However, if there’s no customer reply until the next day at 3:00 PM, the session has expired. At that point, the business must use a pre-approved template like:
> “Hi [Name], here’s the update on your order. Tap here to track: [link]”
This makes chat windows a key part of strategic communication, especially for teams handling large message volumes.
Mastering WhatsApp Business API For Growth
Navigating the world of WhatsApp Business API (WABA) may seem complex at first, from applying for your account and getting verified, to understanding how Business Solution Providers (BSPs), message templates, and chat windows work.
But each component plays a strategic role in helping your business deliver faster, more personalized communication at scale.
If you’re a growing business that’s already started exploring WhatsApp Business or managing conversations across multiple devices, you’re on the right track.
As we explained in our earlier guides on setting up WhatsApp Business API, WABA benefits to growing businesses, and how to manage it across multiple devices, the API offers scalable infrastructure that’s ideal for teams, automation, and customer engagement.
By understanding the verification process and avoiding common pitfalls (like using personal phone numbers or selling restricted products), you position your brand as trustworthy and eligible for advanced messaging capabilities.
With BSPs like Siteti, you gain access to simplified onboarding, powerful features like shared inboxes, agent routing, and real-time support, helping you turn WhatsApp into a reliable growth tool.
From message templates to chat windows, strategic timing and compliance are crucial. Each message your business sends should add value, be timely, and stay within WhatsApp’s rules.
Ready To Make WhatsApp Work For You?
- If your business is scaling and you’re dealing with:
- Increased chat volume
- Delays in responses
- The need to assign conversations to different agents
- Or a desire to integrate with CRM tools.
Then it’s time to take the next step.
Talk to Siteti about migrating to WhatsApp Business API. Whether you need help setting up your WABA account, getting verified, or exploring how to build team workflows on WhatsApp, we’re here to help you grow smarter.