If you are like me, you’ve probably wondered what the difference between WhatsApp Business and WhatsApp Business API is and then presumably thought the WhatsApp Business API is an unnecessary addendum from the Facebook company, and like me, you would have been very wrong.

API stands for Application Programming Interface and it is a software “middle-man” that allows two or more applications to talk to each other. WhatsApp Business API by simple definition therefore would be an advanced version of the WhatsApp Business you know and love that allows more customizations to fit your current customer engagement hub.

You see, the WhatsApp Business API may not be so popular because its robust features were not developed for just anybody. This version of WhatsApp Business was specially built for enterprise businesses that receive a large volume of messages that the standard business account just cannot accommodate. (Logistics, financial services, telcos, travel, insurance, e-commerce, etc.)

This specialized version of WA Business gives businesses a more robust grasp on their customer engagement via WhatsApp and amongst its cool features is that it can be assessed by multiple agents across multiple devices, unlike the standard WA business which limits you to one user and device.

The API account also has built-in features to automate messages and interactions, quick replies and even allows you to plug into your existing chatbot tool or manage it from your preferred CRM application.

To set up the WhatsApp Business API, you will need to get exclusive access through an official provider. As I said, it isn’t for everyone.

With over 1.5 Billion monthly active users, using WhatsApp Business API for your business messaging opens the door for better communication – leading to better customer engagement, increased trust, and long-term customer relationships.