WhatsApp that runs your business, in your own name.

01How it works, end to end

Your systems never talk to WhatsApp directly. They talk to our gateway, which holds your WhatsApp credentials (encrypted, per business) and applies the rules before anything reaches Meta.

1. Something happens in your business. An invoice is approved in Xero, an order ships in Shopify, a booking is made, someone signs in. Your software (or our connector to it) calls the gateway: "send invoice_issued to +61 4xx xxx xxx with these details".
2. The gateway checks it. Is the template approved by Meta in that category? Has this person opted in, and not replied STOP? Is the request within your daily limit and rate limits? Is it a repeat of a request already sent (idempotency)? Anything that fails is refused with a clear reason, and nothing is sent.
3. Meta delivers it. The message goes through Meta's official Cloud API from your phone number, under your display name.
4. Delivery comes back. Meta reports sent, delivered and read (or a failure with a reason) within seconds. Your systems get a signed webhook; your team sees ticks on the Slack thread.
5. The customer replies. Their reply lands in their own Slack thread with their card (name, company, accounting reference). Your team answers there; it goes back to their WhatsApp. A STOP is recorded instantly and blocks further notifications.

02Message types, approval and cost

Anything you send first (not as a reply) must be a template: text Meta has reviewed, with placeholders for names, amounts and dates. Meta sorts templates into categories, and each category has its own rules and price.

Fees are charged by Meta per delivered message, billed to your own WhatsApp account at Meta's published rate for the recipient's country. We pass them through at cost.

Getting templates approved

• Utility wording stays factual and tied to something the customer did. Promotional phrases ("don't miss out", "special offer") get a template re-categorised as marketing, at the marketing price. Our gateway notices a re-categorisation and refuses to send rather than quietly paying more.
• Every placeholder needs an example, and a template shouldn't start or end with one.
• Approved templates can't be edited. To change one we submit a new version and retire the old.
• Templates can include a header document or image (an invoice PDF), and up to a few buttons (Pay now, Track order, Manage booking, Call us).

03The 24-hour conversation window

When a customer messages you, a customer service window opens for 24 hours. Inside it you can reply with anything: free text, photos, documents, voice notes. Every new message from the customer resets the 24 hours.

Once the window closes, you can only send templates. In practice:

• Your team keeps chatting in the Slack thread as long as the customer keeps replying.
• If a reply is written after 24 hours, the gateway doesn't send it. The thread shows a Send re-open message button, which sends a short approved template ("We've replied to your enquiry. Reply to continue"). When the customer answers, the window reopens and the conversation carries on in the same thread.
• Customers who arrive from a click-to-WhatsApp ad open a longer free window (up to 7 days) for your first replies.

04Consent, opt-in and opt-out

WhatsApp's Business Messaging Policy requires the customer's permission before you message them first. A good opt-in names your business, says they'll receive messages on WhatsApp, and is recorded.

• Where to collect it: a checkbox at checkout or sign-up, a booking form, an invoice footer link, your website chat button, or the customer messaging you first.
• What we store: who opted in, when, and where ("checkout, order 1042"). Your systems record it through the API; your team never has to remember.
• Opt-out always wins. A customer who replies STOP is never sent another notification, whatever your systems request, until they reply START. Staff can't override that without written evidence the customer asked.
• Per business. An opt-in to your business is never shared with any other business on our platform.
• Login codes and replies to a customer who messaged you don't need a separate opt-in. Marketing needs its own explicit opt-in.

05Your name, logo and the verified badge

Customers see your display name, logo, description, address, website and email on your WhatsApp Business profile.

• Display name: Meta reviews it against your business. It must match how customers know you (your trading name, website and signage), not a generic phrase. Until it's approved and your account has grown past its first messaging limit, some customers may see your number instead of your name.
• Business verification: confirming your legal business with Meta (ABN, address, domain-matched email). It lifts your messaging limits and supports the name review. We prepare the documents with you.
• The verified badge: two routes. An Official Business Account request (free, based on notability: press coverage, a strong web presence), or Meta's paid Meta Verified subscription where eligible. We prepare the application; Meta decides.

06Limits, quality rating and staying in good standing

Meta limits how many different people a business can message first in a rolling 24 hours. Replies inside an open conversation don't count.

Limits apply to your whole business portfolio. Meta also gives every number a quality rating (green, yellow or red) based on how people react: blocks, reports and replies. Low quality pauses templates and can lower your limit.

How we protect your quality

• Only messages people expect, to people who opted in, at sensible times.
• Caps per day, per customer and per system, so a bug can't flood your customers.
• Duplicate protection: a retried request never sends the same message twice.
• Quality and limits checked daily, with an alert before anything degrades.

07Setup, day by day

1. Day 0, 30 minutes with us. You sign in with Meta on our secure page: choose or create your business portfolio, add the number (it must not be active in the WhatsApp app), verify it by SMS or call, and enter your display name. We register the number, set the two-step PIN and connect the webhooks.
2. Day 0–1. We write your templates with you (invoice, reminder, order update, booking, login code, re-open) and submit them. We complete your business profile: logo, description, website, email.
3. Day 1–3. Business verification (if not done), template approvals, the Slack connection and your accounting or store connector. We map your contacts so the customer card shows the right name.
4. Go-live check. Our checklist runs live against Meta: verified, name approved, number registered, PIN on, templates approved, webhooks and Slack connected, quality rating, payment method. Everything green, then a real test message to your phone.
5. Live. Messages start with a small group, then everyone. We watch delivery and quality closely for the first week.

The only steps that need you personally: the Meta sign-in, the card for Meta's fees in WhatsApp Manager, and any verification documents.

08Security and your data

• Your account stays yours. The WhatsApp Business account sits in your own Meta business portfolio. If you leave, the number and its history go with you.
• Encrypted credentials. Your WhatsApp access token is encrypted with a key bound to your business; it's never shown, logged or shared with your other systems.
• Separate by design. Each business on our platform has its own data, keys, templates, consents and limits. One business can never see or send as another.
• Login codes are never kept. A one-time code is wiped as soon as it's delivered or expires, and never written to a log.
• Customer messages are held only as long as needed to deliver them to your Slack and systems. Your Slack retention settings then apply.
• Audit trail. Every send, refusal, consent change and staff action is recorded, and the records can't be edited.
• WhatsApp messages are end-to-end encrypted on the customer's device; delivery to your business goes through Meta's Cloud API.

09Playbooks by industry

Trades and home services

Booking confirmed → "on our way" with the technician's name → photos of the job in the thread → invoice PDF with Pay now when the job's done → a review request once it's paid.

Retail and e-commerce

Order confirmed → shipped with tracking → out for delivery → delivered. Customers reply "where's my order?" and the team answers in Slack with the order beside them. Back-in-stock and launches as marketing, to opted-in customers only.

Hospitality and venues

Booking confirmations and a reminder the day before with a Manage booking button; waitlist "your table is ready"; event changes; a thank-you with a review link.

Professional services

Appointment reminders, document requests ("please upload your ID"), signed-document confirmations, invoices and statements on request, and a secure login code for your client portal.

Wholesale and B2B

Order acknowledgements, delivery windows, invoices with the PDF, overdue reminders that stop when paid, and statements by message: customers type "statement" and get it.

10WhatsApp, SMS or email?

The best setup uses all three: WhatsApp first, SMS when WhatsApp can't deliver, and email for the formal copy. Our gateway handles the fallback automatically.