WhatsApp has over 2 billion users worldwide and is the most popular messaging app in Africa. Connect the WhatsApp Business API to MarketSage to send notifications, provide customer support, and run conversational marketing campaigns.
What You Can Do
- Send order confirmations and shipping updates
- Deliver appointment reminders
- Provide customer support via chat
- Send promotional messages (with opt-in)
- Automate responses with chatbots
Prerequisites
Before connecting, you'll need:
- A Facebook Business account
- A verified business on Meta Business Suite
- A phone number dedicated to WhatsApp Business
- Approved WhatsApp message templates
WhatsApp Business API vs App
The WhatsApp Business API is different from the free WhatsApp Business App. The API allows automated messages at scale but requires Meta approval.
Setup Instructions
Step 1: Apply for WhatsApp Business API
- Go to Meta Business Suite
- Navigate to WhatsApp Accounts
- Click Add WhatsApp Account
- Complete the verification process
Approval Required
WhatsApp API access requires Meta approval, which can take 1-2 weeks. Ensure your business is legitimate and compliant with WhatsApp policies.
Step 2: Create Message Templates
WhatsApp requires pre-approved templates for business-initiated messages. Create templates in Meta Business Suite:
- Go to WhatsApp Manager → Message Templates
- Click Create Template
- Choose a category (Marketing, Utility, Authentication)
- Design your template with placeholders
- Submit for approval
Example Template
Template Name: order_confirmation
Category: Utility
Hi {{1}},
Your order #{{2}} has been confirmed! 🎉
Items: {{3}}
Total: ₦{{4}}
Track your order: {{5}}
Thank you for shopping with us!Template Approval Tips
Avoid promotional language in utility templates. Keep templates clear and professional. Review WhatsApp's template guidelines before submitting.
Step 3: Connect to MarketSage
- In MarketSage, go to Settings → Integrations
- Click Connect on WhatsApp Business
- Sign in with your Meta Business account
- Select the WhatsApp Business Account to connect
- Authorize MarketSage access
Connected!
Your WhatsApp Business account is now connected to MarketSage. Approved templates will sync automatically.
Message Types
| Type | Description | Cost |
|---|---|---|
| Template Messages | Business-initiated (requires template) | Paid per message |
| Session Messages | Reply within 24hr window | Free (unlimited) |
Pricing
WhatsApp Business API pricing is based on conversation type:
| Conversation Type | Price (Nigeria) |
|---|---|
| Marketing | ~₦45/conversation |
| Utility | ~₦20/conversation |
| Authentication | ~₦15/conversation |
| Service (user-initiated) | Free (first 1000/month) |
Best Practices
- Get explicit opt-in - Only message users who have consented
- Respond quickly - Reply within the 24-hour session window
- Be conversational - WhatsApp is personal, keep messages friendly
- Use rich media - Images and buttons increase engagement
- Respect frequency - Don't spam; quality over quantity