> ## Documentation Index > Fetch the complete documentation index at: https://kero.chat/help/llms.txt > Use this file to discover all available pages before exploring further. # What is WhatsApp Business? > Learn how WhatsApp Business messaging works in Kero, including conversations, approved templates and messaging fallback. WhatsApp Business messaging allows businesses to communicate with customers through WhatsApp using the **WhatsApp Business Platform**. With Kero, you can send notifications, reminders, transactional updates and promotional messages through WhatsApp, while managing your communications alongside SMS and RCS for Business. You can also receive customer replies and manage supported conversations through Kero's Inbox. Whether you're sending an individual message or reaching thousands of customers through a campaign, Kero helps you manage your business messaging from one place. ## Why use WhatsApp Business with Kero? WhatsApp combines familiar, conversational messaging with rich content and interactive features. Kero brings these capabilities together with tools for managing business communications at scale. > **Reach customers on WhatsApp** > > Communicate with customers through an app they already know and use. > **Send engaging messages** > > Share supported images, videos, documents and interactive messages that go beyond traditional SMS. > **Manage conversations** > > View customer replies and manage supported conversations through Kero's Inbox. > **One platform, multiple channels** > > Manage WhatsApp, RCS and SMS together, with configurable fallback to help improve message reach. ## WhatsApp Business app vs WhatsApp Business Platform Meta provides different solutions for businesses using WhatsApp. | | WhatsApp Business app | WhatsApp Business Platform | | - | - | - | | Designed for | Small businesses managing conversations primarily through the mobile app | Businesses using messaging platforms, automation and integrations | | Message management | Primarily through the WhatsApp Business app | Through connected business messaging platforms such as Kero | | Campaigns and integrations | Limited compared with the Platform | Supports approved templates, integrations and messaging at scale | | Kero integration | Not the primary Kero messaging interface | Used by Kero for WhatsApp Business messaging | **Kero uses the WhatsApp Business Platform.** During onboarding, you can create a WhatsApp Business Account or connect an eligible existing account. Meta also supports certain onboarding arrangements involving an existing WhatsApp Business app number. Eligibility and available features depend on Meta's requirements. > [!NOTE] > > You don't need to manage your Kero WhatsApp conversations through the WhatsApp Business mobile app. Kero connects to the WhatsApp Business Platform and provides its own messaging and conversation-management features. ## What can you send with WhatsApp? WhatsApp Business supports different types of messages, making it suitable for customer service, notifications and marketing communications. | Message type | Examples | | - | - | | Text messages | Customer replies, updates and notifications | | Images and videos | Product images, promotions and visual announcements | | Documents | Invoices, confirmations and important documents | | Interactive messages | Supported buttons, quick replies and interactive options | | Location messages | Business or delivery locations | | Approved message templates | Appointment reminders, transactional notifications, authentication messages and marketing campaigns | > [!NOTE] > > The messages you can send depend on Meta's messaging rules, the current customer service window and the features supported by Kero. > > Some message types are available only in particular messaging workflows. ## How WhatsApp Business messaging works WhatsApp messaging follows different rules depending on whether your business initiates a conversation or responds to a customer. ### Business-initiated messages When your business wants to contact a customer, such as sending an appointment reminder, payment notification or promotional offer, you generally need an **approved WhatsApp message template**. Templates are submitted to Meta for review and must be approved before they can be used. Meta classifies WhatsApp templates into three categories: | Category | Purpose | Examples | | - | - | - | | **Marketing** | Promotional and other business-initiated content that does not qualify as Utility or Authentication | Offers, product announcements and promotional campaigns | | **Utility** | Updates related to a customer's existing transaction, account or service | Order confirmations, delivery updates and payment reminders | | **Authentication** | Messages used to verify a customer's identity | One-time passcodes and account verification | Your business must obtain the appropriate customer opt-in before sending business-initiated WhatsApp messages. > [!WARNING] > > **An approved template does not replace customer consent.** > > Your business remains responsible for obtaining and managing the appropriate opt-in for the WhatsApp messages it sends. ### Customer-initiated conversations When a customer sends a message to your business, a **24-hour customer service window** opens. During this window, your business can respond using supported free-form messages without requiring an approved WhatsApp template. Each new message received from the customer resets the 24-hour window. Once the window closes, your business must use an approved WhatsApp template to send another message. > [!NOTE] > > The 24-hour customer service window determines when free-form replies are permitted. > > It does not mean that every message sent during the window is free of charge. WhatsApp pricing depends on the message type, category and applicable Meta pricing rules. ## WhatsApp message pricing WhatsApp Business Platform messaging is subject to Meta's pricing rules. Charges can depend on factors such as: * The category of the message template * The recipient's country or region * Whether a message is a template message or a supported customer service reply * Any applicable Meta pricing rules or exemptions Kero may also apply its own platform or message-processing charges according to your Kero pricing plan. > [!NOTE] > > WhatsApp pricing is different from SMS pricing. Review the applicable Meta charges and your Kero pricing arrangements before sending large campaigns. ## WhatsApp templates and Kero templates When sending WhatsApp messages through Kero, it's important to understand the difference between a **Meta-approved WhatsApp template** and a **Kero template**. ### Meta-approved WhatsApp templates These define the message content that Meta has approved your business to send through WhatsApp. A WhatsApp template can include supported components such as: * A header * Message body text * A footer * Buttons * Variables for personalising message content Templates are associated with your WhatsApp Business Account and must comply with Meta's template policies. ### Kero templates A Kero template allows you to use an approved WhatsApp template within Kero's messaging workflows. When creating a Kero template, you can: * Select an approved WhatsApp template. * Configure the variables used to personalise messages. * Prepare the message for supported Direct Message and Campaign workflows. * Configure an alternative messaging channel, such as SMS, where supported. A Kero template can therefore connect an approved WhatsApp message with the additional configuration Kero needs to send it. > [!WARNING] > > **Important:** A Meta-approved WhatsApp template is not, by itself, sufficient for Kero's campaign and fallback workflows. > > You must create a Kero template that references the approved WhatsApp template before using it in these workflows. You can learn more in our [Create a WhatsApp message template](https://kero.chat/help/whatsapp/create-message-template) guide. ## How messaging fallback works Kero supports configurable messaging fallback between supported channels. For example, you can configure a message to use: **WhatsApp → SMS** When the configured fallback conditions are met, Kero can attempt delivery through the alternative channel. This can help improve message reach when the preferred channel is unavailable. > [!NOTE] > > Fallback is conditional and is not guaranteed for every unsuccessful WhatsApp message. > > Whether fallback is attempted depends on your template configuration, the messaging workflow and the applicable routing or failure conditions. For a practical walkthrough, see [Create a Kero template with WhatsApp and fallback](https://kero.chat/help/kero-template-with-wa-fallback). ## What do you need to get started? Before sending WhatsApp Business messages through Kero, you'll need: 1. **A Kero account** to manage your messaging. 2. **A Meta business portfolio** to manage your business assets. 3. **A WhatsApp Business Account (WABA)**, which you can create or connect during onboarding, subject to eligibility. 4. **An eligible phone number** that meets Meta's requirements for WhatsApp Business Platform onboarding. 5. **A WhatsApp display name** that meets Meta's requirements and is approved where required. 6. **Appropriate customer opt-in** for business-initiated WhatsApp messages. Kero provides an embedded onboarding process to help you connect your WhatsApp Business Account. Depending on your business, account status and intended messaging use, Meta may require additional information or business verification. > [!TIP] > > Before starting onboarding, make sure you have access to the relevant Meta business portfolio and can complete any required phone number verification. > > This can help avoid delays during WhatsApp setup. ## WhatsApp, RCS and SMS — better together One of Kero's advantages is that you can manage multiple messaging channels within one platform. Each channel serves a different purpose: | Channel | Key strengths | | - | - | | **WhatsApp Business** | Rich messaging, approved business notifications and customer conversations | | **RCS for Business** | Branded, interactive messages delivered through supported mobile messaging apps | | **SMS** | Broad mobile reach without requiring a specific messaging app or mobile data connection | With Kero templates and configurable fallback, you can define how messages should be handled when your preferred channel is unavailable under supported conditions. This provides greater flexibility while keeping your messaging management in one place. ## Getting started If you're new to WhatsApp Business messaging in Kero, begin by connecting your WhatsApp Business Account. Once your WhatsApp Agent is configured and ready, you can create a message template, submit it for Meta approval and prepare it for use in Kero. You can then configure a Kero template for supported messaging workflows, including campaigns and SMS fallback. For the next steps, see: * [Create a WhatsApp message template](https://kero.chat/help/whatsapp/create-message-template) * [Manage WhatsApp template approvals and rejections](https://kero.chat/help/manage-whats-app-template-approvals-and-rejections) * [Create a Kero template with WhatsApp and fallback](https://kero.chat/help/kero-template-with-wa-fallback) * [Test a WhatsApp template with SMS fallback](https://kero.chat/help/test-wa-template-with-sms-fallback) This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.