WhatsApp is the channel most of our clients ask about first, and for good reason: customers already use it and reply quickly. But an AI agent on WhatsApp is not the same as the WhatsApp Business app on a phone. It runs on the WhatsApp Business Platform, which has its own requirements, rules and costs. Here is what to have in place.
1. Platform access, not the phone app
The free WhatsApp Business app is designed for one person on one device. Automation requires the WhatsApp Business Platform (often called the API), accessed through Meta’s own tooling or an approved solution provider. You will need a business account, a phone number that is not already registered on the consumer or Business app, and a verified business profile. If your current number is on the app, plan how to migrate it or use a new number.
2. Business verification and display name
Verification confirms your legal business. It affects how many conversations you can start and whether your display name shows. Prepare official documents that match your website and legal entity exactly, and allow time; approvals are not instant.
3. The 24-hour customer service window
When a customer messages you, you can reply freely for 24 hours. After that, you can only start a conversation with a pre-approved message template. This shapes how follow-ups work: a next-day reminder or a re-engagement message must use a template, and templates are reviewed before use. Design your follow-up sequences with this in mind.
4. Message templates
- Templates are categorised (for example utility or marketing) and priced differently.
- They must be submitted for approval and follow content rules; promotional wording in a utility template is a common reason for rejection.
- Variables allow personalisation, but the structure is fixed.
- Plan the templates your agent needs before launch: confirmations, reminders, re-engagement, handoff notices.
5. Costs that are separate from your agent
Conversation and template messages are billed by Meta or your provider, on top of any AI or automation service. Pricing depends on the category and the customer’s country, and it changes. Ask for an estimate for your expected volume, and treat it as a separate line in your budget. On this site, every price we quote excludes these usage fees for exactly that reason.
6. Consent and opt-out
Only message people who have contacted you or clearly agreed to be contacted. Provide an easy way to stop messages, and make sure the agent recognises “stop” in every language you support. Keep records of consent; it protects your number’s quality rating as well as your customers.
7. Human handoff inside WhatsApp
Decide how a colleague takes over a WhatsApp conversation. Options include a shared inbox tool, notifications with a summary, or the agent tagging a person. Whatever you choose, the customer should not have to repeat themselves; the summary travels with the conversation.
A realistic launch checklist
- Business Platform access on a dedicated number
- Business verification submitted with matching documents
- Approved FAQ and price list for the agent’s knowledge base
- Templates drafted for confirmations, reminders and re-engagement
- A budget line for conversation fees
- A named person and channel for handoffs
- Test scenarios in every language you support