# WhatsApp Business app or official API: which one | Shimli > The app's limits (4 devices, 256-contact broadcasts), what the API gives you and when to make the move. A comparison with WhatsApp and Meta data. [Comparisons](https://www.shimliapp.com/en/comparar) WhatsApp for business ## The WhatsApp Business app falls short when the team and the volume grow. The short answer The WhatsApp Business app is free and fits a business that serves from one phone: up to four linked devices and broadcast lists of 256 contacts. The official API removes those limits, but on its own it's a connection, not a tool. In Shimli the API comes ready with an inbox for the whole team, campaigns and AI agents. 5 min read · Updated October 5, 2026 Why choosing well matters 4 linked devices at most, besides the primary phone, on a WhatsApp account [WhatsApp, official blog · 2023 ↗](https://blog.whatsapp.com/one-whatsapp-account-now-across-multiple-phones) 256 contacts per broadcast list in the app, and only those who saved your number receive it [WhatsApp Help Center ↗](https://faq.whatsapp.com/) 250 → unlimited unique users a day with templates on the API: starts at 250 and scales to 2,000, 10,000, 100,000 and unlimited with quality and volume [Meta for Developers, messaging limits ↗](https://developers.facebook.com/docs/whatsapp/messaging-limits) ### What changes for the team The app's problem doesn't show up on day one: it shows up when five people are answering, when you need to send to the whole portfolio or when someone leaves with the phone. With the app, the team shares a phone - One phone and up to four linked devices - Several advisors replying from the same account - Broadcasts of 256 contacts, by hand, list by list - No integration with your CRM or core - Nobody answers after hours - The history lives on the phone It works fine until the business grows. With the API in Shimli I want to handle WhatsApp with my whole team and have an AI agent resolve the repetitive part. - Official API connection: Shimli is a Meta Business Partner - The whole team in one inbox, with assignment and pipeline - Campaigns with approved templates, measured end to end - An AI agent that answers at any hour, within your rules - Every conversation lands in the CRM, connected to your systems The same number, with the team and the agent behind it. ### The comparison, point by point What each option offers according to WhatsApp and Meta documentation. The API is the same; what changes is what surrounds it. | Criterion | WhatsApp Business app free | Official API alone a connection | Official API in Shimli ready for the team | | --- | --- | --- | --- | | Who can answer | One phone and up to four linked devices | No limit on people, if you build the tool | The whole team in one inbox, with assignment | | Bulk sends | Lists of 256 contacts, only to those who saved your number | Approved templates, from 250 users a day up to unlimited | Template campaigns from the Flow Builder, with measurement | | Automation | Quick replies and greeting or away messages | It has to be coded | Flows, bots and AI agents without code | | Integration with your systems | No | Via API, with your own development | CRM, core and databases via API and MCP | | Each customer's history | On the phone | Wherever you store it | One conversation per customer in the CRM, across all channels | | Cost | Free | Meta's per-message rate, plus development | Meta's per-message rate, plus the Shimli plan | The API connection is included in the $139 monthly plan, with unlimited WhatsApp templates. Messages are billed by Meta at each market's rate. [See pricing](https://www.shimliapp.com/en/precios) ### When each one fits It isn't a contest: they're tools for different problems. #### The app is enough if… - One or two people answer from one phone. - You don't need to send to thousands of customers or connect your systems. #### The API in Shimli fits if… - Several people answer and you need to assign and measure. - You run campaigns, collections or orders at scale. - You want an AI agent answering at any hour. ### Frequently asked questions What people ask when comparing. Can I move my current number from the app to the API? – Yes. A number currently on the WhatsApp Business app can be registered on the official API. Once done, conversations on that number are managed from the platform. How much does it cost to send messages via the API? + Meta charges per message by category and the customer's country. Since October 1, 2026 it also charges service messages at each market's utility rate. You can work out your case with the site's WhatsApp calculator. Do I need a developer to use the API with Shimli? + No. Shimli is a Meta Business Partner and the connection is made from the platform. Agents, bots and campaigns are built without code. Sources - WhatsApp, “One WhatsApp Account, Now Across Multiple Phones”, official blog, 2023 - WhatsApp Help Center, broadcast lists - Meta for Developers, WhatsApp platform “Messaging limits” - Shimli, “Replying on WhatsApp is no longer free”, October 1, 2026 ### Create your first agent in under 10 minutes. Describe what you need to the assistant and watch the agent work. Or we book 30 minutes and look at it on your operation. [Create account](https://shimli.app/user/auth/create-account) Book a demo