WhatsApp business.

If your customers are on WhatsApp, we can reach them there too

Around 75% of UK adults use WhatsApp, and we provide Business messaging on Meta's official platform as part of a broader communication strategy. Rich media conversations, interactive buttons, and product catalogues with verified sender profiles. WhatsApp reaches the 75% who have the app. SMS reaches everyone else. We help you build a messaging strategy that covers both.

discuss your requirements how it works
2bn+ users Rich media Encrypted SMS fallback

The Platform

Not the free app.

The enterprise platform for business messaging at scale

The WhatsApp Business Platform (formerly the WhatsApp Business API) is Meta's official enterprise messaging product, built for companies that need to send messages at volume, integrate with existing systems, and maintain compliance with data protection regulations. It's fundamentally different from the free WhatsApp Business App designed for sole traders.

Rich media messaging

Send images, videos, documents, location pins, and audio messages within conversations. Product catalogues let customers browse and order directly inside the chat.

Interactive elements

Quick reply buttons, call-to-action URLs, list menus, and multi-product messages embedded in the chat. Customers can browse, select, and take action without leaving the conversation.

Template messages

Pre-approved message formats that can be sent outside the 24-hour service window. Templates must be submitted to Meta for review. We manage the submission and approval process for you.

24-hour service window

When a customer messages your business, a 24-hour service window opens. Non-template replies and Utility/Authentication templates sent during this window are completely free. After the window closes, only approved templates can be sent, each charged at the relevant category rate.

End-to-end encryption

All WhatsApp messages are encrypted by default, providing security assurance for both businesses and customers. Ideal for sensitive communications in healthcare, financial services, and legal sectors.

Verified business profile

Display your business name, logo, description, website, and opening hours on a verified profile. Customers know they are messaging a real, approved business, not a spoofed account.

Message Categories

Three template categories.

Plus free service messaging for every inbound conversation

Since July 2025, WhatsApp Business charges per delivered template message, not per conversation. Only pre-approved templates incur a cost. Non-template replies within a customer service window are completely free, and utility and authentication templates sent during an open service window are also free. Meta categorises template messages into three types, each priced differently.

Utility

Order confirmations, delivery updates, account alerts, and appointment reminders. Charged per delivered template, but free when sent during an open customer service window. Volume tiers unlock lower rates for high-volume senders.

Free in service window

Uses

Order shipped
Appointment confirmed
Account alert

Authentication

One-time passwords and verification codes. Charged per delivered template, but free when sent during an open customer service window. Volume tiers available. SMS remains more universally accessible for 2FA.

Free in service window

Uses

OTP codes
Login verification
Identity confirmation

Marketing

Promotional messages, product announcements, offers, and campaigns. The most expensive category, charged per delivered template at all times, including during service windows. Meta wants businesses to use WhatsApp for genuine engagement rather than bulk blasts.

Always charged

Uses

Product launches
Seasonal offers
Loyalty rewards

Service messaging

When a customer messages your business, a 24-hour service window opens. All non-template replies within this window are completely free with no monthly limit. Utility and Authentication templates sent during the window are also free. Only Marketing templates are charged. This makes WhatsApp ideal for customer support and inbound enquiries.

Always free

Read our detailed guide: WhatsApp Business Pricing Explained: Conversations, Not Messages.

Pricing

Per-message template pricing.

You only pay for delivered templates. Everything else is free

Since July 2025, WhatsApp Business charges per delivered template message. Rates vary by template category (Marketing, Utility, Authentication), recipient country, and your monthly volume tier. Non-template replies within a customer service window cost nothing, and utility and authentication templates sent during an open service window are also free.

Charged for each delivered template message. Non-template replies cost nothing. Per-template charging
Always charged, regardless of whether a service window is open Marketing templates
Free during an open service window. Charged at standard rates otherwise. Utility templates
Free during an open service window. Charged at standard rates otherwise. Authentication templates
All non-template replies within the 24-hour service window are completely free Service messaging
Lower rates unlocked as monthly template volume increases across all accounts Volume tiers
Pricing varies by recipient country. UK rates differ from international. Country-based rates

Which channel fits your scenario?

Choose WhatsApp Business for:

Two-way customer support

Free service replies with no monthly limit. Images, documents, and interactive buttons within the conversation.

Interactive product catalogues

Let customers browse, ask questions, and purchase directly inside the chat with rich media and call-to-action buttons.

Rich media conversations

Share PDFs, location pins, videos, and carousel cards. Every message becomes a branded, interactive experience.

Higher ongoing costs are acceptable

Template fees per message, conversation-based charges, and Meta platform dependency add up. If your budget supports the premium and the richer experience justifies the spend, WhatsApp delivers. If not, SMS does the job at a fraction of the cost.

Choose Business SMS for:

One-way notifications and alerts

Appointment reminders, delivery alerts, and OTPs with no conversation costs. Send and done, no two-way session fees.

explore reminders

Universal reach to every handset

No app, no internet, no smartphone required. SMS reaches the 25% of UK adults not on WhatsApp.

explore business sms

Predictable high-volume messaging

Transparent per-message pricing you control. No platform dependency, no Meta policy changes, no template approval delays.

explore sms api

Maximum ROI per message

With 98% open rates and no ongoing platform fees, every penny goes toward reaching your audience. The most cost-effective channel in business messaging.

explore sms marketing

SMS Backup

25% don't use WhatsApp.

SMS reaches all of them

WhatsApp is a useful engagement channel, but it depends entirely on a smartphone, the app being installed, and a working internet connection. Around 75% of UK adults use WhatsApp, which means a quarter of your audience is completely unreachable through the platform. That includes many older consumers, those in rural areas with poor data connectivity, feature phone users, and anyone who has simply chosen not to install the app.

SMS has none of these dependencies. It works on every mobile phone ever made: smartphones, feature phones, even basic handsets. No internet connection. No app download. No account registration. No reliance on a third-party platform that can change its pricing, policies, or terms at any time. For time-critical messages like OTPs, emergency alerts, appointment reminders and compliance communications, SMS remains the gold standard that regulators, healthcare providers, and financial institutions trust. WhatsApp can enhance your customer engagement, but SMS is the foundation that ensures every message reaches every recipient, every time.

100%

Device reach: SMS works on every mobile phone, no app or internet needed

25%

Of UK adults don't use WhatsApp. That's millions of unreachable customers without SMS

0

Dependencies: SMS needs no app download, no smartphone, no internet, no third-party platform

30+

Years of SMS reliability: proven, regulated, trusted by every industry worldwide

Read more: SMS vs WhatsApp Business: Choosing the Right Channel

Use Cases

Where WhatsApp delivers value.

Rich, two-way conversations that drive better outcomes

WhatsApp excels in scenarios where rich, two-way conversations drive better outcomes than one-way notifications. It complements SMS rather than replacing it.

Customer support

Rich two-way conversations with image sharing, quick reply buttons, and agent handoff. 15 messages in one support session cost the same as a single notification, making WhatsApp ideal for high-touch support.

E-commerce & retail

Product catalogues, order confirmations, shipping updates, and abandoned cart recovery, all within the chat. Customers can browse, ask questions, and purchase without leaving WhatsApp.

Appointment management

Booking confirmations with interactive reschedule buttons, location maps, and preparation instructions. Healthcare, beauty, and professional services benefit from richer appointment communications.

Travel & hospitality

Boarding passes, hotel check-in, itinerary updates, and concierge services delivered through the platform travellers use abroad. Document sharing and location pins add practical value SMS cannot match.

Financial services

End-to-end encryption makes WhatsApp suitable for sensitive financial communications. Transaction alerts, statement delivery, and secure document sharing with verified business profiles that customers trust.

Marketing campaigns

Rich branded messages with product images, video previews, and call-to-action buttons. Higher per-conversation cost than SMS marketing, but interactive features and visual content drive significantly higher engagement and conversion.

Aspects to consider before replacing SMS.

Higher ongoing costs — Template fees per delivered message, varying by category, country, and volume tier. Marketing templates charged at all times. Significantly higher than equivalent SMS.
Platform dependency — Meta controls pricing, policies, and terms. Changes can happen at any time, affecting your messaging costs and capabilities.
Limited audience reach — Requires a smartphone, the app installed, and an active internet connection. Around 25% of UK adults are unreachable.
Template approval delays — Every outbound template must be approved by Meta. Approval can take hours or days, and templates can be rejected without warning.

Compliance

GDPR, consent, and data protection.

Compliant from day one

WhatsApp Business messaging carries specific compliance obligations. We help you navigate them so your communications are lawful from day one.

01

Data processing

WhatsApp messages are processed through Meta's servers. You need a clear data processing agreement and should understand where message data is stored and how it is retained.

02

Explicit consent

Just like SMS marketing, you need explicit opt-in consent before sending marketing messages via WhatsApp. We advise on compliant opt-in mechanisms and consent record-keeping.

03

Record keeping

Maintain records of customer consent, message history, and opt-out requests to comply with GDPR and PECR. Our platform provides the audit trail you need.

04

Data subject rights

Be prepared to respond to access requests, deletion requests, and portability requests related to WhatsApp communications, the same obligations that apply to all personal data.

05

Template approval

All business-initiated messages outside the 24-hour service window require Meta-approved templates. This ensures quality but adds lead time. We manage the submission process for you.

06

Opt-out handling

Customers must be able to opt out easily. WhatsApp enforces quality ratings on business accounts. High opt-out or block rates can restrict your sending ability.

Important Advisory

Not all providers are legitimate.

Know the difference before you commit

A growing number of providers offer "WhatsApp messaging" at a fraction of the official price. They do this by using the consumer WhatsApp protocol, reverse-engineering the WhatsApp Web interface or the personal app, instead of Meta's official Business Platform. This is against Meta's Terms of Service, and the businesses using these providers carry the risk.

Warning signs

Red flags

Suspiciously low pricing

Offering WhatsApp messaging at a fraction of Meta's published conversation rates is only possible by bypassing the official platform entirely.

QR code session hijacking

Requiring you to scan a QR code that delegates your WhatsApp session to the provider's servers, giving them full control of your number.

Browser automation

Reverse-engineering the WhatsApp Web interface using Selenium, Puppeteer, or modified Chrome extensions to send messages programmatically through a consumer session.

No verification process

Legitimate providers always require Meta Business Manager verification before you can send messages. If onboarding is instant, the platform is unofficial.

Unvetted message routing

Messages routed through their own infrastructure bypass WhatsApp's end-to-end encryption guarantees and data protection controls.

Consumer account impersonation

Asking you to register a personal WhatsApp account on your own phone and connect it to their platform. Your number sends business messages disguised as consumer traffic. When Meta detects it, your personal phone number is permanently banned from WhatsApp with no appeal and no recovery.

Business risks

Consequences

Permanent account ban

Meta detects unauthorised API usage through behavioural fingerprinting and message velocity. Your phone number is permanently banned and can never be re-registered.

No data protection

Customer data passes through unvetted third-party infrastructure with no encryption guarantee and no GDPR-compliant data processing agreement.

Provider shutdown

Meta has issued cease and desist orders to major unauthorised providers, including Chat-API, which was forced to close. All customers lost service overnight.

Legal liability

Businesses using unauthorised providers can be held liable for Terms of Service violations, GDPR breaches, and data protection failures. The provider may disappear, but your obligations remain.

No verified status

The verified business badge (green tick) is only available through the official Business Platform. Unauthorised users can never obtain it, reducing customer trust.

Breaks without warning

When Meta updates WhatsApp Web, unofficial tools break overnight. Elements are moved, renamed, or removed, causing your messaging to stop with no guarantee of recovery.

Verify legitimacy

Verification

Meta Partner Directory

Listed in Meta's official Partner Directory as a verified Business Solution Provider (BSP).

Business verification required

Requires Meta Business Manager verification before you can send any messages through the platform.

Template approval process

Message templates are submitted to Meta for approval, a process that takes 24-48 hours before going live.

Verified business profiles

Offers the verified business badge (green tick), which is only available through the official platform.

Transparent published pricing

Charges per conversation or per message at Meta's published rates, plus a clearly stated service margin.

No QR codes or session sharing

Never asks you to scan a QR code or share your personal WhatsApp session to connect your account.

The safer alternative

If the cost of the official WhatsApp Business Platform doesn't fit your budget, SMS delivers guaranteed reach to every mobile phone at a transparent, predictable cost. No app required, no Meta dependency, no risk of platform policy changes.

Universal reach to every mobile phone, no app required
Predictable per-credit pricing with no conversation fees
No dependency on third-party platform policies
Proven delivery rates across all UK networks
explore business SMS

Faretext operates exclusively through Meta's official Business Platform, accessed via authorised Business Solution Provider channels. We never use consumer APIs, reverse-engineered protocols, or unofficial access methods.

How It Works

Fully managed setup.

We set up and manage your WhatsApp Business account

WhatsApp Business is not a self-service product. It requires Meta Business verification, phone number registration, template approval, and ongoing quality management. We handle the entire process.

01

Discuss your requirements

Tell us what you want to achieve, including the conversation types, expected volumes, target audience, and use cases. We'll advise on the right approach and whether WhatsApp, SMS, or a combination of both is the most effective strategy for your business.

02

Meta Business verification

We guide you through Meta's business verification process, including your Meta Business Manager setup, business documentation, and phone number registration. This is required before you can send any messages through the WhatsApp Business Platform.

03

Template creation & approval

We design and submit your message templates to Meta for approval, including utility notifications, marketing messages, and authentication flows. Templates are tested and optimised before going live to ensure the best delivery and engagement rates.

04

Launch with SMS fallback

Your WhatsApp Business account goes live with SMS fallback configured. Customers on WhatsApp receive rich, interactive messages. Those without the app receive SMS instead. Every recipient is covered, every time. Ongoing support, quality monitoring, and template management included.

Ready to explore WhatsApp Business?

WhatsApp Business is a consultative service, not a self-service sign-up. Talk to our team about your messaging goals and we'll design a solution that works for your business, with SMS as your permanent fallback for universal reach.

discuss your requirements explore business sms

UK-based support. 01142 945 993. hello@faretext.co.uk

WhatsApp vs SMS

SMS first.

WhatsApp when it adds value

SMS is the universal standard that every business already relies on. WhatsApp adds rich engagement for certain use cases, but it comes with platform dependency, setup complexity, and reach limitations. The most effective businesses start with SMS and add WhatsApp where the richer experience justifies the additional cost and effort.

UK reach
WA ~75% of adults (app required)
SMS Every mobile phone, 100%
Internet required
WA Yes, no data means no delivery
SMS No, works everywhere
App required
WA WhatsApp app must be installed
SMS None, built into every phone
Smartphone required
WA Yes
SMS No, works on any handset
Rich media
WA Images, video, documents, catalogues
SMS Text (160 chars), concise and proven
Setup complexity
WA Meta verification, template approval, BSP integration
SMS API key and send. Minutes, not weeks
Platform dependency
WA Meta controls pricing, policies, and access
SMS Open standard, no single platform owner
Pricing predictability
WA Changes at Meta's discretion
SMS Stable, transparent per-message pricing
Regulatory acceptance
WA Growing but limited
SMS Established standard: NHS, banks, government
International reach
WA 180+ countries (adoption varies widely)
SMS 230+ countries, universal standard
Delivery guarantee
WA Dependent on app + internet + Meta uptime
SMS Carrier-grade delivery to any mobile number
Time to market
WA Days to weeks (verification + approval)
SMS Same day, often within the hour

SMS is the only messaging channel that reaches every mobile phone in the UK without dependencies on apps, internet, or third-party platforms. WhatsApp adds rich engagement for the majority who use the app, but SMS is the foundation. The smartest businesses build on SMS first, then layer WhatsApp on top for customers who prefer it, never the other way around. Faretext provides both through a single platform, with automatic SMS fallback when WhatsApp delivery isn't possible. Read our guide to multi-channel messaging strategy.

FAQS

WhatsApp Business FAQs.

The WhatsApp Business Platform (formerly the WhatsApp Business API) is Meta's official enterprise messaging product. Unlike the free WhatsApp Business App designed for sole traders, the Platform is built for companies that need to send messages at volume, integrate with existing systems, and maintain GDPR compliance. It enables rich media messaging, interactive buttons, product catalogues, and verified business profiles. Read more: WhatsApp Business API: What UK Companies Need to Know.
Since July 2025, WhatsApp Business charges per delivered template message. There are three template categories: Marketing (always charged), Utility (free during an open service window, charged otherwise), and Authentication (same as Utility). Non-template replies within a customer service window are completely free with no monthly limit. Rates vary by template category, recipient country, and your monthly volume tier, with discounts unlocked at higher volumes. Contact us for a bespoke quotation. Read our detailed guide: WhatsApp Business Pricing Explained.
It depends on the use case. For customer support, WhatsApp is often cheaper because non-template replies within the service window are completely free. For simple one-way notifications (appointment reminders, alerts, OTPs), SMS is typically more cost-effective since each WhatsApp template incurs a per-message charge. For marketing, WhatsApp template costs are higher but rich media and interactive features can drive higher engagement and conversion. The most effective strategy uses both channels.
No. WhatsApp Business is not a self-service product. It requires Meta Business verification, phone number registration, and template approval before you can send your first message. Business-initiated messages outside the 24-hour service window require pre-approved templates submitted to Meta for review. Faretext manages the entire setup and ongoing template management on your behalf. Contact us to discuss your requirements.
When a customer messages your business on WhatsApp, a 24-hour service window opens. During this window, you can reply with free-form messages at no cost, and any Utility or Authentication templates you send are also free. Only Marketing templates are charged during the window. Once the window closes, you can only send pre-approved template messages, all of which are charged at the relevant category rate. This model encourages timely, relevant customer communication.
Template messages are pre-approved message formats that businesses can send outside the 24-hour service window. Templates must be submitted to Meta for review before use and typically take 24–48 hours for approval. They can include text, media, buttons, and personalised variables. We design, submit, and manage your templates to ensure the highest approval rates and engagement.
No. WhatsApp reaches approximately 75% of UK adults, leaving 25% unreachable through the platform. WhatsApp also requires a smartphone, the app installed, and internet connectivity. SMS works on every mobile phone, without internet, without an app, and is the established standard for regulatory communications like 2FA and compliance alerts. The most effective strategy uses both: WhatsApp for rich engagement, SMS as the permanent fallback. Read more: SMS vs WhatsApp Business: Choosing the Right Channel.
WhatsApp Business messaging carries the same GDPR obligations as any other communication channel. You need explicit opt-in consent for marketing messages, a clear data processing agreement covering Meta's involvement, records of consent and message history, and the ability to respond to data subject access and deletion requests. We advise on compliant implementation from setup through to ongoing operations.
Meta assigns a quality rating to every WhatsApp Business account based on customer feedback, specifically how often recipients block or report your messages. A high quality rating (green) allows unrestricted messaging. A low rating (red) triggers sending limits and can restrict your account. This is why message quality, targeting, and opt-out handling are critical. We monitor your quality rating and advise on best practices to maintain it.
Yes. WhatsApp has over two billion users across 180+ countries. However, app adoption varies significantly by market. WhatsApp is dominant in the UK, India, Brazil, and much of Europe, but less prevalent in the US, China, and Japan. Pricing also varies by country. For markets where WhatsApp adoption is low, SMS provides reliable alternative coverage. Contact us to discuss your target markets.
Both WhatsApp and RCS offer rich media, interactive elements, and branded messaging. The key difference is that WhatsApp requires the app to be installed, while RCS works through the native messaging app with no download. WhatsApp has broader international adoption and end-to-end encryption by default. RCS has the advantage of being built into the phone's default messaging and falls back to SMS automatically. Faretext can advise on the best channel strategy: WhatsApp, RCS, SMS, or a combination.
They receive an SMS instead. Faretext provides both WhatsApp and SMS through a single platform, with automatic fallback configured. If a recipient doesn't have WhatsApp installed or their phone can't receive WhatsApp messages, the communication is delivered as a standard SMS via our direct UK routes. No customer is ever left without a message.
Some providers offer "WhatsApp messaging" at very low prices by using the consumer WhatsApp protocol (reverse-engineering WhatsApp Web or the personal app) instead of Meta's official Business Platform. This violates Meta's Terms of Service and puts your business at risk. Meta actively detects unauthorised API usage through behavioural fingerprinting and has shut down major providers including Chat-API, one of the largest, which was forced to close after receiving a cease and desist. Businesses using these providers risk permanent phone number bans, GDPR non-compliance (messages are routed through unvetted servers without encryption guarantees), and immediate loss of service when the provider is shut down. Faretext uses only the official WhatsApp Business Platform through authorised channels.
No. You should use SMS as your primary channel and add WhatsApp where it delivers additional value. SMS reaches every mobile phone in the UK without requiring an app, internet connection, or smartphone. It has 30+ years of proven reliability, is trusted by regulators, and has no dependency on any single platform's policies or pricing decisions. WhatsApp adds rich media, interactive elements, and branded messaging for the 75% of UK adults who use the app, but it doesn't replace the universal reach, simplicity, and reliability of SMS. The best strategy starts with SMS and layers WhatsApp on top.

Related insights

Ready to reach your customers on WhatsApp?

Our team will guide you through Meta verification, template approval, and account setup, with SMS fallback for universal reach.

discuss your requirements explore sms api

UK-based support. 01142 945 993. hello@faretext.co.uk

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