Glossary
WhatsApp Business API — plain English explanation
The official way to send automated WhatsApp messages at scale without getting banned.
What it is
The WhatsApp Business API is Meta's official interface that allows businesses to send WhatsApp messages programmatically — through software rather than the WhatsApp app on a phone. Unlike the regular WhatsApp Business app (which requires a human to be on a phone), the API allows automated messages, chatbot responses, appointment reminders, and marketing broadcasts to be sent directly from a business platform. It requires approval from Meta and uses pre-approved message templates for outbound messages to new contacts.
Why it matters for small businesses
For a small business, the WhatsApp Business API unlocks a level of automation that is simply not possible with the regular app. You can send appointment reminders at 3am to a client whose appointment is at 9am — without anyone on your team doing anything. You can respond to a missed call enquiry in 60 seconds at midnight on a Sunday. You can send a broadcast to 200 past clients without manually typing each message. In many markets, WhatsApp is the primary business communication channel — this is not a luxury, it is competitive infrastructure.
How Genju implements it
Genju connects to the WhatsApp Business API for Pro plan users. Core plan users get Genju-provisioned Twilio numbers that operate similarly for most use cases. The API connection means your messages come from your real business phone number, templates are pre-approved, and sending volumes are higher. All messages — sent and received — appear in Genju's Unified Inbox alongside email and SMS.
In practice
A restaurant connects their WhatsApp number to Genju via the Business API. When a guest books a table for Saturday, they receive a confirmation message immediately. 24 hours before: a reminder. 2 hours after the reservation end time: a review request. All automatic, all from the restaurant's real WhatsApp number, all within Meta's official policies.