Limitations of WhatsApp API compared to normal WhatsApp Business app

What are the limitations of the WhatsApp API compared to the features available in the normal WhatsApp Business App? Is it possible to develop an application using the WhatsApp APIs with the same features as normal WhatsApp?

From my perspective as someone who has worked with both the WhatsApp Business App and WhatsApp APIs, the biggest difference lies in how they are fundamentally designed and who they are meant for. The WhatsApp Business App is built for small businesses that want a plug-and-play solution, while the APIs are meant for larger organizations that need automation, integrations, and scalability—but at the cost of losing many features we consider “normal” in daily WhatsApp use.

When it comes to limitations, I would explain it this way:

• Human vs. System-driven use: The app is designed for direct human-to-human communication. The API is designed for system-led communication, meaning you interact programmatically instead of chatting natively. This is why you don’t get access to features like voice calls, status updates, or group management.

• Feature trade-offs: While you gain scale and automation—such as the ability to connect WhatsApp with CRMs, chatbots, and customer-support systems—you lose convenience features like forwarding media, live calling, or creating groups. APIs are not built to replicate the app 1:1, but rather to extend WhatsApp into enterprise workflows.

• Regulatory and compliance layer: Unlike the app, where you send a message freely, the API enforces strict rules. Conversations outside the 24-hour customer-initiated window must use pre-approved templates. This governance layer makes sure businesses don’t misuse the platform for spam, but it feels restrictive compared to the flexibility of the app.

• Accessibility and setup: The API requires Facebook Business verification, approved phone numbers, and sometimes a partnership with a Business Solution Provider. None of this is required for the Business App, which any business can download instantly.

So, to answer the second part—no, it isn’t really possible to build an application with every single feature of WhatsApp Business App using just the APIs. If you try, you’ll quickly see intentional gaps, because Meta doesn’t want businesses using the API as a “clone” of the app. Instead, the API is built to unlock different possibilities—customer support automation, large-scale notifications, data integrations—and not to mirror the app’s convenience-based features.

I have used the normal WhatsApp app and the WhatsApp Business App for years. Also, we started developing custom applications using WhatsApp APIs about 3 years ago. So, with my few years of development experience with WhatsApp APIs, let me share the limitations of WhatsApp APIs compared to normal WhatsApp apps. 

1. Broadcast Limitations - The normal WhatsApp allows only a limited number of recipients in Broadcast. Also, normal WhatsApp can deliver Broadcast messages to the recipients only if the sender's contact is already saved. On the other hand, using WhatsApp APIs, we can develop custom applications which will allow sending messages to thousands of recipients at a time. However, messages using WhatsApp APIs may not deliver to certain recipients based on the WhatsApp algorithm. 

2. While the WhatsApp app allows sending custom messages to any recipients, outgoing business messages via the APIs must use pre-approved templates, adhering to WhatsApp’s commerce and messaging policies. Custom messages from WhatsApp APIs are allowed only if the recipient responds. 

3. WhatsApp voice calls are not possible using WhatsApp APIs

4. WhatsApp video chats are not possible with WhatsApp APIs

5. The WhatsApp Group feature is not available on the APIs

6. You cannot update WhatsApp Status using the APIs

7. Once a number is onboarded to the API, it can no longer be used in the WhatsApp Business App or WhatsApp personal app. This also means that when you migrate your WhatsApp number to API system, you will lose all your previous conversation history and contacts.

8. WhatsApp API system requires Facebook Business Manager verification and approval, and often requires working with a BSP (Business Solution Provider) or developer. You will need to develop your own custom application or associate with a solution provider to use the APIs.

9. WhatsApp API follows the "24 hour conversation window" - businesses can only reply to a customer within 24 hours of their message; otherwise, they must use a template message. This limits the flexibility of sending customised messages to the customers.

10. The WhatsApp App is free. But the API is paid, with pricing changing from per conversation to per message since July 1, 2025. The payment process needs to be managed via Meta Business Manager. 

11. Getting started with WhatsApp API requires configuring the phone number and app on Meta Business Manager. This Meta system is not matured yet and often gives several problems with poorly composed error messages that are often confusing. Many developers have reported that they had to reset their Meta App for WhatsApp several times since they are not any clue on why it is not working. 

12. In the case of API, sometimes WhatsApp does not deliver the template messages to the recipients. Meta documentation states thatMeta will take into account the overall volume of personal and business messages in a recipient'ss inbox in addition to their recent marketing message read rates when determining if a given WhatsApp user should receive fewer marketing template messages, and what their limit should be. This means that if a person has low inbox activity or they have not engaged with many of the marketing messages they received lately, they may receive fewer marketing messages to ensure a healthy balance of messages in their inbox. So, there is no assurance that all the messages sent via WhatsApp API will be delivered.

We have been building many applications using WhatsApp APIs and have found that marketing template messages sent to some people were never delivered. This is probably because WhatsApp algorithm decides based on the behaviour and usage pattern of him and decides whether to deliver the messages or not. On the other hand, messages sent from normal WhatsApp Business Apps do not seem to have this limitation.