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Use deterministic workflows for controlled steps and governed AI agents for unstructured conversation and approved tool use.
Meta's WhatsApp Business Platform Cloud API provides the messaging channel. Waaru adds Logic flows (Chatbot), AI agents, MCP tools, broadcasts, templates, contacts, a shared inbox, human handoff, and safety controls for teams that do not want to build that operating layer themselves.
In one line
Cloud API is Meta's hosted programmatic channel. A platform can add onboarding and operating software, but sender eligibility, templates, consent, quality, message pricing, and Meta policies still apply.
Cloud API guide substantively reviewed .
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Platform free. AI features are paid separately.
The problem
A production WhatsApp channel also needs webhook durability, sender and tenant isolation, templates, consent, opt-out, quality controls, workflow state, team ownership, retries, and incident handling.
Meta provides the Cloud API, business assets, senders, templates, webhooks, media, quality state, and messaging policy. Waaru provides the current product interface for contacts, templates, deterministic workflows, broadcasts, and a shared inbox. It does not replace Meta's rules or account decisions.
An eligible business connects or creates its Meta business assets and WhatsApp Business Account, registers a sender, grants permissions, configures webhooks, and tests inbound and outbound traffic. Business verification, display-name review, template approval, and production limits are separate states and can affect timing.
Separate Meta's delivered template-message charges from the software platform cost. Rates depend on category and recipient country. Capture Meta's current downloadable rate card and the provider's written terms on the same date. Waaru is free. Public signup is open. AI features are paid separately. Meta message charges remain separate from the platform fee.
The V2 Logic Flow contract registers 28 node types and supports versioned publishing with limits of 200 nodes and 400 edges. A workflow can send structured messages, collect replies, branch, wait, call approved interfaces, use WhatsApp Flow forms, and hand a conversation to a person. It is not an AI agent.
Confirm ownership and state for the Meta business portfolio, WABA, sender, templates, contacts, consent evidence, chat exports, quality, and provider permissions. Build a rollback and validation checklist before changing production webhooks or traffic.
Do not guess consent, widen opt-out scope, send outside an eligible service window, ignore quality state, or use an unverified connector for a payment or booking decision. Where state is unsafe or unknown, the current product is designed to fail closed.
It is Meta's programmatic WhatsApp Business Platform, now commonly used through the hosted Cloud API. It lets authorised software send and receive business messages subject to Meta's account, template, quality, pricing, and policy rules.
No. A technical team can build directly on the Cloud API. A provider is useful when you want an inbox, workflows, broadcasts, controls, and support without owning that software layer.
Meta does not charge a platform subscription for raw Cloud API access. Delivered template messages are priced by recipient country and category. Provider software, users, add-ons, taxes, and rate-card terms are separate.
Yes. Waaru includes AI conversation agents, Company Brain context, mid-flow recovery, self-learning from approved human resolutions, and native MCP access. Bring your own AI is work in progress and is not available yet. AI is optional; deterministic Logic Flows and the human inbox continue to work without a model.
Some eligible numbers and WABAs can be migrated, but the exact path depends on current registration, ownership, provider, sender state, templates, and Meta requirements. Validate the account before promising a cutover.
No. Only Meta can remove a Meta restriction. A provider can help stop traffic, preserve evidence, improve controls, and direct the business to Meta's official review path.
Research notes
Meta documents WhatsApp Business Platform Cloud API architecture and operation.
Meta for Developers · Accessed 8 August 2026
Meta publishes WhatsApp Business Platform pricing and country rate cards.
Meta for Developers · Accessed 8 August 2026
WhatsApp's business messaging policy governs business conduct and user control.
WhatsApp Business Messaging Policy · Accessed 8 August 2026
WhatsApp marketing vs utility templates: examples
Compare transactional updates and promotional messages. Use a purpose checklist before submitting a WhatsApp template for review.
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