Growing WhatsApp
On WhatsApp, people choose to chat with you or follow you. Make that easy with the free Business app and a channel before paying for ads or the API.
Basics
How many people use WhatsApp?
More than three billion people, by Meta's count in June 2026. WhatsApp says over 1.5 billion people visit its Updates tab, home to Status and Channels, every day.[1, 2]
Which WhatsApp is right for a business?
The WhatsApp Business app suits small businesses that answer chats themselves. The WhatsApp Business Platform suits larger businesses messaging customers at scale.
| Option | Best for | Cost |
|---|---|---|
| WhatsApp Business app | Small businesses answering chats themselves | Free to download |
| WhatsApp Business Platform | Medium to large businesses, through an API | Per message |
How do you grow on WhatsApp Business?
Make it easy to start a chat, then post updates people can follow.
| Step | WhatsApp's advice |
|---|---|
| Fill in your business profile | Your details in one place make a good first impression |
| Show your products | Share items and prices in a few taps |
| Greet and reply when away | Send automatic greeting and away messages |
| Start a channel | Share its link or QR code on your Status and in chats |
| Keep followers engaged | Use polls, voice messages and custom stickers |
Advanced
Can you advertise on WhatsApp?
Yes, in two ways: ads in Status, shown between people's Status updates, and Facebook or Instagram ads that open a chat with you. Both are built in Meta Ads Manager, and WhatsApp doesn't publish typical prices.
Promoted channels, which boost your channel in the directory, are marked "coming soon".[2, 7]
What does the WhatsApp Business Platform cost?
Meta charges per delivered message, by message type and country. Messages from customers are free.
| Message | When you can send it | Cost |
|---|---|---|
| Marketing, utility, authentication templates | Anytime | Per message, with rates by country |
| Service replies | In a 24-hour customer service window | First 1,000 a month free per number |
| Replies to someone who tapped your ad | Up to 7 days | Free |
| Meta Business Agent (AI) | In a conversation | $2.00 per 1 million tokens |
Since 1 October 2026, utility messages sent inside the customer service window are charged too.[8]
What can you do with the WhatsApp API?
Send messages and take calls, send marketing messages, manage templates and accounts, and run an AI agent, through the WhatsApp Business Platform.
| API | What it does |
|---|---|
| Cloud API | Messages, calls and groups |
| Marketing Messages API | Marketing messages with conversion metrics |
| Business Management API | Accounts, templates and analytics |
| Meta Business Agent | An AI agent that answers your chats |
You need a Meta business portfolio. A messaging limit caps how many people you can message outside a customer service window in 24 hours. Meta says over a million businesses use its Business Agents each week on WhatsApp and Messenger.[9, 10]
Which paid options on WhatsApp are worth it?
Start with the free Business app and a channel, then pay once chats bring sales. The order is our view.
| Option | Cost | What it buys |
|---|---|---|
| WhatsApp Business app | Free | Profile, products and automatic replies |
| Ads in Status | Your budget | Reach between Status updates |
| Meta One Essential | From $14.99 a month | Verified badge and channel, impersonation protection |
| Meta One Advanced | From $49.99 a month | More linked devices and broadcast credits |
| Business Platform | Per message | Messaging at scale through the API |
Where else should a WhatsApp business grow?
On Instagram and Facebook, because businesses can claim their Instagram or Facebook username on WhatsApp. Grow on Instagram, grow on Facebook, and claim the name on Messenger too. Not reserved yet? See WhatsApp username rules, or check your name on all of them at once.[1]
Sources (11)
- PrimaryMeta Newsroom: It's time to reserve your WhatsApp username
- PrimaryWhatsApp Business: Ads in Status and Channels
- PrimaryWhatsApp Business: home page
- PrimaryWhatsApp Business: Business app
- PrimaryWhatsApp: Channels
- PrimaryApp Store: WhatsApp Business, from WhatsApp Inc.
- PrimaryWhatsApp Business: Ads that click to WhatsApp
- PrimaryMeta for Developers: WhatsApp pricing
- PrimaryMeta for Developers: WhatsApp Business Platform overview
- PrimaryMeta: Q2 2026 results call transcript
- PrimaryMeta Newsroom: Introducing Meta One