What is the WhatsApp Business API?

How it works 1. You connect a phone number to a **WhatsApp Business Account (WABA)** inside your Meta business portfolio — with Lead Pattern this is done through Meta's own Embedded Signup popup. 2. When a customer messages you, a **24-hour customer service window** opens and you can reply freely. 3. To start a conversation yourself, or after the window closes, you send a Meta-approved **message template**. 4. Meta limits how many customers you can start conversations with in 24 hours — the **messaging limit** — and watches your **quality rating**.

What it costs Meta charges per **delivered** message, based on the message category and the customer's country. Messages customers send you are free, and each number gets 1,000 free service replies a month. In India, a marketing message costs about ₹0.86 and a utility or authentication message ₹0.115 (excl. GST). Lead Pattern passes Meta's rates through at cost with zero markup. Meta rates last checked on 5 November 2026 (Meta's India rate card effective 1 October 2026). [Pricing →](/pricing)

An example A clinic connects its front-desk number to the API. Three receptionists answer from one shared inbox, a bot sends booking options, and appointment reminders go out as approved utility templates.