In India and many other countries, customers already prefer to message a business on WhatsApp rather than fill in a form or send an email. That makes WhatsApp one of the most direct marketing channels a small business can have: your message lands in the same app people use to talk to family and friends.
That closeness is also the risk. Spam a customer once and they’ll block you. In this guide I’ll explain how to set up WhatsApp Business properly, use it to win and keep customers, and stay on the right side of Meta’s rules and pricing.
If you’re building your wider social strategy, start with my social media marketing guide for beginners.
WhatsApp Business app vs WhatsApp Business Platform
There are two products, and choosing the right one saves a lot of trouble:
| WhatsApp Business app | WhatsApp Business Platform (API) | |
|---|---|---|
| Best for | Small businesses and solo owners | Growing businesses, support teams, ecommerce |
| Cost | Free app | Charged per template message (see pricing below) |
| Setup | Download and verify a number | Through Meta directly or a Business Solution Provider |
| Users | Phone plus a few linked devices | Many agents, CRMs, chatbots |
| Automation | Greeting, away messages, quick replies | Full automation, integrations, chatbots |
| Bulk messaging | Broadcast lists (limited) | Template campaigns to opted-in customers |
My advice: start with the free app. Move to the Platform when you have more conversations than one or two people can handle, or you need integrations with your website, CRM or store.
Step 1: Set up a complete business profile
In the WhatsApp Business app, open Settings > Business tools > Business profile and fill in everything:
- Business name and category
- Logo as the profile photo
- Short description of what you do
- Address (important for local businesses)
- Business hours
- Email and website
A complete profile builds trust immediately, especially for first-time customers who found you through an ad or Google. It also complements your Google Business Profile, where you can add your WhatsApp number as a contact option.
Step 2: Add a catalogue
The Catalogue lets customers browse your products or services inside WhatsApp: photos, prices, descriptions and links. It’s free and works well for shops, restaurants, salons and service providers.
Tips:
- Use clear photos and honest prices.
- Group items into collections (for example, “New arrivals” or “Diwali offers”).
- Share catalogue links in chats, Status and on social media.
Step 3: Use the automation tools
The free app includes small automations that make you look responsive:
- Greeting message: sent automatically to new customers or people who haven’t messaged in 14 days. Say thanks, set expectations and share a catalogue link.
- Away message: sent outside business hours, so customers know when you’ll reply.
- Quick replies: saved answers to common questions (prices, delivery, location), triggered with a shortcut like
/delivery. - Labels: tag chats as “New customer”, “Pending payment”, “Order complete” and so on. This is your simple CRM.
Step 4: Make it easy for people to message you
Every customer conversation should start with them reaching out. Put your WhatsApp link everywhere:
- Short link and QR code: the app generates both (Business tools > Short link). Add a pre-filled message such as “Hi, I’d like to know more about your services.”
- Website: add a click-to-chat button. On WordPress there are many plugins for this, and you can track clicks with Google Tag Manager.
- Social profiles: link WhatsApp from your Facebook Page and Instagram profile.
- Offline: QR codes on packaging, bills, shop counters and visiting cards.
Step 5: Run click-to-WhatsApp ads
Meta lets you run Facebook and Instagram ads where the button opens a WhatsApp chat with you. This works well for businesses that close sales through conversation: real estate, coaching, home services, custom products and high-value retail.
There’s a pricing bonus too: when a customer messages you through a click-to-WhatsApp ad or a Facebook Page call-to-action button and you reply within 24 hours, Meta opens a 72-hour free entry point window on the Business Platform, during which your messages, including templates, are free.
My Facebook ads for beginners guide explains how to set up campaigns. Choose the Leads or Sales objective with WhatsApp as the conversion location.
Step 6: Send broadcasts and campaigns the right way
Broadcasts are where WhatsApp marketing goes wrong most often.
In the free app: broadcast lists send one message to many contacts, but it only reaches people who have saved your number in their phone. That’s a built-in protection against spam.
On the Business Platform: you send pre-approved template messages to people who have opted in. Since 1 July 2025, Meta charges per delivered template message, with three paid categories:
- Marketing: offers, announcements, re-engagement. Always charged.
- Utility: order updates, appointment reminders, payment confirmations. Free if sent inside an open customer service window.
- Authentication: one-time passwords and login codes.
When a customer messages you, a 24-hour customer service window opens. Inside it, your normal (non-template) replies and utility templates are free. Messages customers send you are never charged. Rates vary by country, and India has its own rate card and volume tiers, so check Meta’s current pricing before budgeting.
WhatsApp marketing best practice
- Get clear opt-in. Only message people who agreed to hear from you, and tell them what they’ll receive.
- Make every message useful. Order updates, genuine offers, reminders and helpful tips beat generic promotions.
- Keep it short and personal. Use the customer’s name and refer to what they bought or asked about.
- Don’t over-message. Once or twice a month for marketing is plenty for most businesses. Blocks and reports can lower your quality rating and messaging limits on the Platform.
- Reply fast. WhatsApp sets an expectation of quick answers. Use away messages honestly.
- Use Status. Share offers, new products and behind-the-scenes updates with contacts who’ve saved your number.
- Measure. Track enquiries and sales that come from WhatsApp using UTM-tagged links and labels.
Common mistakes
- Buying contact lists and messaging strangers.
- Using a personal WhatsApp account for business.
- Sending the same promotional broadcast every week.
- Ignoring messages for days.
- Running ads to WhatsApp without staff ready to answer.
Frequently asked questions
Is WhatsApp Business free? The WhatsApp Business app is free. The WhatsApp Business Platform charges per delivered template message, with some messages free inside customer service and free entry point windows.
Can I use the same number on WhatsApp and WhatsApp Business? Not at the same time. You can move your existing number to the Business app, but each number can only be registered to one WhatsApp account.
How many people can I message with a broadcast? Broadcast lists in the app have limits and only reach contacts who saved your number. For larger audiences, use the Business Platform with opted-in customers.
Is WhatsApp marketing better than email? It’s more immediate and personal, but also more sensitive to over-messaging. Most businesses use both. See my email marketing guide.
Related guides on WebTechHelp
- Facebook ads for beginners
- Instagram marketing for beginners
- Social media marketing for beginners
- Email marketing for beginners
- Google Business Profile optimisation
Sources
- Meta for Developers: Pricing on the WhatsApp Business Platform
- Trengo: WhatsApp Business features overview
- exchange4media: WhatsApp introduces per-message billing for business messaging
- Shopify India: Click-to-WhatsApp ads explained
