Business App, Business Platform and opt-in
Businesses use WhatsApp in two ways. The free WhatsApp Business App runs on one phone and suits small shops that answer messages by hand. Automated flows, segments and a connection to your store and email tool need the WhatsApp Business Platform, often called the API. You get access through a business solution provider or through tools that have it built in.
The rules are in the WhatsApp Business Messaging Policy. The points that matter for a store:
- Opt-in before the first message. You may only message people who gave you their number and agreed to receive messages from you.
- Your business name in the opt-in. The WhatsApp Business Platform documentation on opt-in requires that people can see they are opting in, and to which business.
- Honor opt-outs. Anyone who asks to stop gets removed, whether they ask in WhatsApp or elsewhere.
- Templates outside the 24-hour window. When a customer messages you, you can reply freely for 24 hours. After that you can only send approved message templates.
What delivers to US phone numbers
The WhatsApp Business Platform documentation on marketing template limits states: WhatsApp does not currently deliver marketing template messages to WhatsApp users with United States phone numbers. That rule decides what a US brand can build:
| Message type | Store examples | US numbers | Non-US numbers |
|---|---|---|---|
| Marketing template | Cart reminders, launches, offers, winback | Not delivered | Delivered, charged per message |
| Utility template | Order confirmation, shipping and delivery updates | Delivered | Delivered |
| Service reply | Answers to customer questions | Delivered, free within 24 hours | Delivered, free within 24 hours |
For a US brand, WhatsApp is a service and order-update channel first. Promotions to US customers go through email. If you ship to Canada, the UK or Europe, marketing templates reach those customers, and WhatsApp can carry campaigns there.
How WhatsApp charges for messages
According to the WhatsApp Business Platform pricing documentation, WhatsApp has charged per delivered template message since July 1, 2025. The price depends on the template category and the recipient's country:
- Marketing templates are charged on every delivery.
- Utility templates are free inside an open 24-hour customer service window and charged outside it.
- Non-template messages, such as your free-form replies, are free inside that window.
The practical rule: get customers to message you first. A shipping update that invites a reply opens a service window, and inside it your answers and utility messages cost nothing. Marketing templates to non-US customers go only to segments where the expected revenue clearly beats the cost per message.
WhatsApp messages that bring revenue in a store
| Use case | Timing | Category | Goal |
|---|---|---|---|
| Order and shipping updates | After purchase, on dispatch | Utility | Trust, fewer support tickets |
| Product questions | When the customer writes | Service | Close the sale in the chat |
| How-to tips | After delivery | Service reply, or marketing for non-US | Fewer returns |
| Replenishment reminder | Shortly before the product runs out | Marketing, non-US only | Second order |
| Launch or back in stock | At launch | Marketing, non-US only | Fast sell-through |
WhatsApp and email split the work. Email carries longer content and campaigns to the whole list. WhatsApp carries the few messages where speed counts. Both run on the same segments, so nobody gets the same message twice. How we build the email side is on the page about email marketing firms. Klaviyo can send WhatsApp too, so both channels can run from one account, see our Klaviyo agency page.
What we take over
Setup
Access to the Business Platform, a verified sender number and the connection to your store and email tool.
Opt-in on your store
Consent at checkout, in sign-up forms and in the customer account, with your business name and separate choices per message type.
Templates
Utility and marketing templates written in your brand voice and submitted for approval, in the right category.
Automated flows
Order and shipping updates plus service replies for US customers. Tips, reminders and winback for non-US customers.
Country rules
Segments split by phone country, so no marketing template goes to a number where it will not deliver.
Measurement
Revenue in your shop backend, minus returns, reported every week.
WhatsApp is part of retention at Harucon, one of four levers in our 90-day sprint. Julian, our Head of Retention, owns it. What retention costs you per customer is covered on our page about the cost of customer retention.
How we work with you
- 01
Intro call
30 minutes with Tobias, our co-founder. We check how many of your customers you can reach on WhatsApp and in which countries.
- 02
Analysis
On day 0 we lock in the baseline. We review opt-in points, email flows, reorder cycles and message costs in your target countries.
- 03
Implementation
We set up the Platform, opt-in and flows ourselves. Your team approves templates and copy.
- 04
Measurement in your shop backend
A status update every week and a detailed review on day 30, with revenue from your shop, minus returns.
Results and guarantee
At Solys the share of revenue from retention grew from 12% to 35%, followed by the exit. Across all brands we have managed $720M in revenue. How we measure extra revenue for the guarantee is in the conditions.
Seven figures to eight figures.
Retention share 12 → 35%, then exit
+30% revenue in 3 months.
Acquisition cost −35%
+$100,000 revenue in 90 days at the same ad spend.
No +$100,000 on day 90? All three monthly retainers back. Measured in your shop backend, not the ad account.
The guarantee starts at $3M annual revenue. You can still book a call below that. See the conditions
How to spot a good WhatsApp marketing agency
- It knows the US rule. An agency that pitches WhatsApp promotions to your US list has not read the platform documentation.
- It builds the opt-in first. Without clear consent that names your business, the list does not grow.
- It picks the right category. Filing shipping updates as marketing templates costs money and, for US numbers, delivery.
- It plans WhatsApp with email. Separate teams send customers the same offer twice.
- It measures in your shop. Chat clicks say little. Extra revenue against a holdout group says more.
Harucon works as a growth partner. After the intro call you get a fixed offer in writing. The guarantee starts at $3M annual revenue, and you can book a call below that.
Marketing in WhatsApp: FAQ
What is marketing in WhatsApp?
It means a business sends opted-in customers messages on WhatsApp, such as order updates, reminders, service replies and offers. Ecommerce brands usually automate this through the WhatsApp Business Platform.
Can I send WhatsApp marketing messages to US customers?
Not at the moment. The WhatsApp Business Platform documentation states that WhatsApp does not currently deliver marketing template messages to users with US phone numbers. Utility templates and service replies still deliver.
Do I need the WhatsApp Business API?
For automated flows, segments and a connection to your store and email tool, yes. The free Business App is enough for answering a few customers by hand.
What consent do I need for WhatsApp messages?
According to the WhatsApp Business Messaging Policy, the customer must have given you their number and agreed to receive messages from your business. Your business name has to be clear at the opt-in.
How much does a WhatsApp message cost?
Since July 1, 2025, WhatsApp charges per delivered template message, based on category and recipient country. Replies within 24 hours of a customer message are free.
What does WhatsApp marketing cost at Harucon?
That depends on the size and starting point of your brand. After the intro call you get a fixed offer in writing, before anything starts.
Where does WhatsApp fit for your customers?
On the intro call Tobias shows you which WhatsApp messages reach your customers and where they bring revenue. 5 quick questions, then straight to the calendar.
Book your free intro call→