WhatsApp Business API vs linked-number inbox: which fits your team?

Quick Answer: Choose the official WhatsApp Business API (WABA) if your primary goal is sending high-volume marketing broadcasts and automated template campaigns. Choose a QR-linked workspace like Sorto if your team handles inbound customer conversations, needs to keep your existing phone app and WhatsApp groups, and wants $0 per-message fees without 24-hour template restrictions.

Why there are two completely different ways to run WhatsApp as a team

When small and mid-sized businesses search for a WhatsApp team inbox, they quickly run into confusing jargon: BSPs, conversation categories, utility templates, 24-hour service windows and per-message markups.

Those rules exist because Meta's WhatsApp Business API was designed for programmatic bulk notifications and enterprise call centres. For everyday businesses that simply want their team to answer customers, book appointments and track requests on their existing number, the API often introduces unnecessary cost and friction.

What changes when you move a number to the WhatsApp Business API

First, you pay per conversation or template message on top of your software subscription—and marketing or utility templates require prior approval from Meta. Second, if a customer messages you and 24 hours pass before your team follows up with a quote, you cannot send a normal free-form reply; you must send a paid, pre-approved template.

Third, the Cloud API does not support standard customer WhatsApp groups, which rules it out for travel agencies, real-estate teams, logistics firms and service workshops that coordinate inside groups.

How a QR-linked workspace like Sorto works

Sorto connects to your existing regular WhatsApp or WhatsApp Business app number via a single QR scan, the same way WhatsApp Web links a browser. You are live in under two minutes with zero Meta verification paperwork or template approvals.

Because messages flow through your own number, Sorto charges $0 per message. Your phone app keeps working, your 1-to-1 chats and groups stay intact, and your team gets a shared inbox with tickets, tasks, bookings and internal reminders.

A quick rule of thumb for choosing

If you want to blast promotional campaigns to 50,000 cold contacts every week, use an official WABA broadcast platform like WATI, Interakt or AiSensy.

If your customers already message you (or talk with you in groups) and your real problem is making sure every quote, booking, repair job and follow-up has an owner and gets finished, use Sorto.

Frequently Asked Questions

Does Sorto charge per message or per conversation?

No. Sorto uses your existing WhatsApp number via a linked session, so there are zero per-message, per-template or per-conversation fees.

Do I need Meta Business Verification or template approvals to use Sorto?

No. You sign in with Google, scan one QR code from your WhatsApp app, and your team can start replying and creating tickets in minutes.

Why can't I reply freely after 24 hours on the WhatsApp Business API?

Meta restricts official API accounts to a 24-hour customer service window after the customer's last message; outside that window, only approved paid template messages can be sent. With Sorto's linked-number approach, your team replies naturally anytime.