This article lists WhatsApp terminology. We recommend becoming familiar with these terms as you use ActiveCampaign’s WhatsApp feature.
WhatsApp Business App: A free mobile application for small businesses to manage customer communications directly from a smartphone. It includes features like business profiles, quick replies, labels, and catalogs. Limited to one device and designed for businesses with basic messaging needs.
WhatsApp Business API: A programmable interface that allows medium to large-sized businesses to integrate WhatsApp messaging into their existing systems and software. Enables automation, multi-user access, integration with CRM platforms, and handling of high message volumes. Requires technical implementation through a Business Solution Provider (BSP) or direct integration with Meta.
Meta Business Portfolio: Meta's centralized dashboard for managing all business assets across Meta's platforms (Facebook, Instagram, WhatsApp). It provides unified access to Pages, ad accounts, catalogs, pixels, and WhatsApp Business Accounts. Acts as the organizational hub where businesses control permissions and oversee their entire Meta presence.
WhatsApp Business Account (WABA): The container that holds phone numbers and message templates for WhatsApp Business API usage. Each WABA has a unique ID and can contain one or more phone numbers (initially limited to 2; expandable to 20-25 for verified businesses). A single Meta Business Portfolio can own multiple WABAs (up to 20 by default, expandable upon request), but each WABA can only belong to one Business Portfolio.
Account Hierarchy:
- Meta Business Portfolio → can contain one or many WhatsApp Business Accounts (WABAs) → each WABA can contain one or many phone numbers
WhatsApp Business Manager (also called WhatsApp Manager): A web-based tool within Meta Business Portfolio specifically for managing WhatsApp Business API accounts. It allows businesses to create and manage WhatsApp Business Accounts, phone numbers, message templates, and team permissions. This is where businesses configure their API setup before connecting to their BSP or communication platform.
Key Distinction: The App is for direct, manual messaging on mobile. The API is for programmatic, scaled messaging through integrated systems. Business Manager is the control panel for API accounts, while Meta Business Portfolio is the overarching container for all Meta business assets.