The WhatsApp API: the part vendors skip
The 24-hour window, template categories, quality rating — Meta's rules, not ours. Building without designing around them is how numbers get restricted.
The official WhatsApp Business API is the single highest-impact integration for most Indian businesses. It is also the one with the most rules, and the ones nobody explains until something breaks.
The 24-hour service window
A customer messaging you opens a 24-hour window. Inside it, you can reply freely. Outside it, only pre-approved templates go out, categorised as utility or marketing. Getting the category wrong is the most common reason a template is rejected.
Quality rating is the thing to protect
Send too much, to people who did not opt in, and your quality rating drops. Meta lowers your messaging limits, and if it keeps falling, the number gets restricted. A restricted number costs far more than any automation saves — which is why message caps, opt-out handling and paced volume are day-one decisions, not afterthoughts.
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