# WhatsApp Business Platform

The WhatsApp Business Platform is the set of APIs Meta offers businesses to message customers on WhatsApp at scale: the Cloud API, the Business Management API and the Marketing Messages API. It is separate from the WhatsApp Business app, which runs on a phone.

Source: https://getkanal.com/whatsapp-marketing-glossary/whatsapp-business-platform  
Last updated: 2026-10-08

In WhatsApp Business, the "Business Platform" is the API side of the product. The WhatsApp Business app is operated by hand from a phone, while the platform is operated by software: it sends order confirmations, marketing messages and replies automatically, and connects WhatsApp to tools such as an online store or a helpdesk.

The platform has three building blocks. The Cloud API sends and receives messages, calls and group conversations. The Business Management API manages the WhatsApp Business account, its phone numbers and its message templates. The Marketing Messages API for WhatsApp is a dedicated way to send marketing templates.

Using the platform comes with its own rules: per-message pricing by category and recipient country, message templates approved by Meta for any message sent outside the 24-hour customer service window, an opt-in from each recipient, and messaging limits that start at 250 unique recipients per 24 hours for a new business portfolio.

Most merchants never call the APIs themselves. They use the platform through a partner that turns it into a dashboard with campaigns, automations, a shared inbox and analytics. Kanal, a WhatsApp marketing and sales app for Shopify stores, is built on the platform: see [WhatsApp for Shopify](https://getkanal.com/whatsapp-shopify).

## Kanal features

- [WhatsApp for Shopify](https://getkanal.com/whatsapp-shopify): The WhatsApp app built for Shopify stores

## Go deeper: articles

- [WhatsApp Business API: What It Is, Costs and Setup (2026)](https://getkanal.com/blog/whatsapp-business-api-guide): The WhatsApp Business API explained: Cloud API, templates, webhooks, per-message costs, messaging limits and the three ways to get access.
- [How to Start with WhatsApp Business in 2026: Beginner Guide](https://getkanal.com/blog/how-to-start-whatsapp-business-2026): Launch WhatsApp Business for your Shopify store in 2026: app vs API, profile setup, first message, opt-in collection and a growth playbook.
- [WhatsApp Business App vs API: Which One for Your Store?](https://getkanal.com/blog/whatsapp-business-app-vs-api-comparison): WhatsApp Business app vs API for online stores: costs per message, linked devices, broadcasts, automation, keeping your number and when to switch.

## Related terms

- [WhatsApp Business API](https://getkanal.com/whatsapp-marketing-glossary/whatsapp-business-api)
- [Business solution provider (BSP)](https://getkanal.com/whatsapp-marketing-glossary/business-solution-provider)