WhatsApp Business API

Also known as: WhatsApp API, WABA

The WhatsApp Business API is the programmatic interface that lets software systems send and receive WhatsApp messages on behalf of a business. It is distinct from the WhatsApp Business app (a manual mobile/desktop tool for small businesses) — the API supports automated sending, integration with CRMs, and pre-approved message templates for outbound conversations outside the 24-hour customer-service window.

WhatsApp is dominant in Israel for both consumer-to-business and B2B communication. A voice agent that ignores WhatsApp ignores half the conversation — many Israeli customers prefer to confirm or reschedule via text after a phone call. Link Voice integrates with the WhatsApp Business API to send confirmations, reminders, and follow-ups.

Pricing on the WhatsApp Business API is per-conversation, not per-message. A 'conversation' is a 24-hour window between business and customer. Outbound conversations initiated by the business outside the customer-service window require pre-approved templates and incur a higher per-conversation fee than inbound-initiated conversations.