WhatsApp Business API for Indian businesses

NitiGrow product guide · Updated 3 November 2026

TL;DR: The WhatsApp Business API (Meta calls it the WhatsApp Business Platform) is what you move to when one phone running the Business app is no longer enough: several people answering one number, approved templates for broadcasts and reminders, and automation. NitiGrow connects you to Meta's official Cloud API through Embedded Signup, can link a number you already use with another provider, and supports coexistence so you can keep the Business app on the same number.

Become a Founding User →

Business app or Business API?

Both are free to download or connect, and both are official Meta products. They are built for different sizes of conversation.

What you need	WhatsApp Business app	WhatsApp Business API
Who answers	One phone, plus a few linked devices	A whole team from one number, with assignment and notes
Broadcasts	Broadcast lists, and only contacts who saved your number receive them	Approved templates to any opted-in contact
Automation	Greeting, away message, quick replies	Chatbots, WhatsApp Flows forms, order and appointment updates
Integrations	Limited	Catalog sync, payment links, ad attribution, OTP
Cost	Free	Meta charges per delivered message, by category

If two or more people need to reply to customers, or you send the same message to more than a few dozen people, you have outgrown the app.

What you need before you start

A Meta business portfolio (formerly Business Manager) for your business. Embedded Signup can create one for you.
A phone number that can receive an SMS or voice call for verification. It can be a new number, or the one you already use on the WhatsApp Business app.
A display name that matches your business. Meta reviews it against its display name guidelines.
Business details: a website or public business page helps. Meta's business verification is what lets you scale your messaging limits and apply for the verified badge later.

How you connect through NitiGrow

New number: Embedded Signup

Meta's own sign-up window opens inside NitiGrow. You log in with Facebook, choose or create the business portfolio, add the number and verify it. The account is created on Meta's official Cloud API, in your business's name.

Already with another provider: link your WABA

If your WhatsApp Business Account already runs through another platform, NitiGrow can link that existing account instead of creating a new one. Contact the team to confirm what moves across for your setup.

Keep the Business app: coexistence

Meta's coexistence option lets one number work on both the WhatsApp Business app and the API. NitiGrow supports it, including syncing your app contacts and chat history, so you can keep replying from your phone while your team works from the shared inbox. Meta decides which numbers are eligible.

After setup, NitiGrow lets you add and verify more numbers, switch between them, and manage your display name, profile photo and two-step verification PIN without opening Meta's tools.

What the API costs in India

Meta bills per delivered message, by category. In India, marketing messages cost around ₹0.86, while utility and authentication messages cost around ₹0.115. Replies to customers who message you first are service messages; the first 1,000 a month per phone number are free, then they are billed. The full pricing breakdown explains each category, the 1 October 2026 changes and how to estimate a monthly bill.

NitiGrow passes Meta's charges through at cost, with no markup. The NitiGrow subscription is separate.

Rules that apply to every API account

The 24-hour window. You can reply freely within 24 hours of a customer's last message. After that, you can only start the conversation again with an approved template. NitiGrow's inbox shows the countdown and tells the agent when a template is needed.
Templates are reviewed by Meta. Every business-initiated message uses a template submitted as marketing, utility or authentication. NitiGrow submits them and keeps their approval status in sync.
Opt-in is required. Only message people who agreed to hear from you on WhatsApp, and make stopping easy.
Quality decides your limits. Blocks and reports lower your quality rating, which can cap how many people you can message a day. NitiGrow shows the quality rating and messaging tier Meta reports for your number.

The green tick

The verified badge is granted by Meta, not by any platform. NitiGrow shows your current status; the application itself is made through Meta. The green tick guide covers what Meta looks for.

For developers

NitiGrow includes an OTP API for sending and checking one-time passcodes over WhatsApp authentication templates, a JavaScript chat widget for your website, and native SDKs for Android and iOS apps. It does not yet offer a general-purpose messaging REST API or outbound webhooks.

Frequently asked questions

Is the WhatsApp Business API free?

Connecting is free. Meta charges per delivered message by category: in India, marketing messages cost around ₹0.86 and utility and authentication messages around ₹0.115. Service replies to customers who message you first are free for the first 1,000 a month per phone number, then billed. A platform such as NitiGrow charges its own subscription on top.

Can I use the same number as my WhatsApp Business app?

Often, yes. Meta's coexistence option lets one number run on both the WhatsApp Business app and the API, and NitiGrow syncs your app contacts and chat history. Meta decides which numbers are eligible. Without coexistence, a number moved to the API stops working in the app.

Do I need a provider to use the WhatsApp Business API?

No. Meta's Cloud API is open to any business, but using it directly means building your own inbox, template tools and automation. Most small businesses use a platform that adds a team inbox, broadcasts, chatbots and reporting on top of the API.

How long does setup take?

Embedded Signup itself takes a few minutes if your business details are ready. Meta's display name review and business verification follow their own timelines, which can take longer.

Can I send messages to customers who have not messaged me?

Yes, with an approved template, and only to people who opted in to hear from you on WhatsApp. Free-form messages are only allowed within 24 hours of the customer's last message.

Getting started

NitiGrow connects your number through Embedded Signup and puts the API to work in a shared inbox, broadcasts and chatbots. NitiGrow is in early access and free for Founding Users; Meta's message charges still apply and are passed through at cost. Paid plans after early access are on the pricing page.

During early access, broadcasts, automation, AI and commerce are switched on per account. Tell us which you need when you join, and the team will enable them.

Become a Founding User → See all features