If you’re looking to automate WhatsApp for your business, you’ve probably encountered several different terms on your journey. From BSP to Cloud API to WhatsApp API, elevating your WhatsApp strategy can feel overwhelming—and we’re still only talking about connecting your tools.
The good news? Once you get past these acronyms, choosing the right option becomes straightforward. In this article, we’ll break down what WhatsApp Business Solution Providers (BSPs) are, how they differ from Meta’s Cloud API, and how to determine which solution makes the most sense for your business.
Why you need the WhatsApp Business API
Before we dive into BSPs and Cloud APIs, let’s talk about the WhatsApp Business portfolio. If you plan to automate your WhatsApp communications, need a platform that scales alongside your business, and can handle thousands of conversations at once, you need the WhatsApp API.
On the other hand, the WhatsAp Business free app is ideal for smaller companies or for those that only manage a small volume of messages per day. While you can create basic automations on the free app, you’ll need the API in order to stand up more complex automations like chatbots or multi-step workflows.
Two ways to connect: Cloud API vs. BSP
To connect to the WhatsApp Business API, you have two secure, Meta-approved options: the Cloud API, offered directly from Meta, or through a Business Solution Provider (BSP). Both methods are legitimate and supported by WhatsApp, but differ in how they’re implemented and what comes with each solution.
What is a Business Solution Provider (BSP)?
BSPs, like ActiveCampaign WhatsApp Messaging, are Meta’s official partners and are authorized to provide direct access to the WhatsApp Business API. They’re kind of like intermediaries; they handle the technical complexity of connecting to and maintaining your API access and take responsibility for the technical heavy lifting.
When you work with a BSP like ActiveCampaign, they can help you:
- Connect your business to the WhatsApp API
- Host and maintain your API connection
- Manage the technical infrastructure and uptime
- Provide initial onboarding and setup support
- Offer ongoing support for bugs and other issues
What is the Meta Cloud API?
Another option is the WhatsApp Cloud API, which is Meta’s direct access option that they launched in 2022. With the Cloud API, Meta handles all the technical infrastructure but you are responsible for connecting independently without an intermediary. This setup process is straightforward and fairly quick, and once set up you’ll have direct access to send and receive messages via the API. One advantage of using the Cloud API is it can reduce the dependency on third-party providers but it can be difficult to navigate for non-technical users.
For smaller to medium sized organizations, the Cloud API offers a robust solution at a lower price point with fewer points of failure and simpler troubleshooting. On the other hand, the Cloud API lacks the white-glove, hands-on consulting that enterprise-focused BSPs provide.
If you’re wondering why there are multiple ways to connect, the short answer is evolution. When WhatsApp first opened up the Business API, direct access was available and you could only connect through one of Meta’s approved BSPs. BSPs emerged as specialized providers who offered both access and additional services like consulting, technical support, and custom integrations. The launch of the Cloud API in 2022 just gave businesses another opportunity to connect to the WhatsApp API if they don’t want to use a third-party platform.
The BSP advantage: When this approach makes sense
Depending on your business needs and scenario, working with a BSP might be the right avenue for you. You may want to consider a BSP if you are looking for:
Faster connection
In addition to simplifying the onboarding process, some BSPs offer embedded signup features that let you connect to the WhatsApp API with just a few clicks. Keep in mind, however, that connection speed will also depend on your business verification status and your Meta account standing. While a BSP won’t necessarily address problems like verification delays or account restrictions, they can provide hands-on support to help you troubleshoot them.
Enterprise-scale operations
If you’re sending thousands of messages per month, a BSP makes the most strategic sense. With a BSP, you not only get API access but also a comprehensive package that includes:
- Dedicated technical support for building and optimizing your flows
- Conversational UX consulting to improve conversion rates
- Custom integrations with your existing techstack
- Priority support and faster issue resolution
- Strategic guidance on WhatsApp best practices
Industry-specific education
Some BSPs specialize in specific industries or use cases, offering pre-built solutions, compliance guidance, and best practices that best suit your vertical. In some heavily regulated industries, like healthcare or finance, working with a BSP can be invaluable.
The BSP trade-offs
No solution is perfect and the same is true of BSPs. When weighing the option of choosing between a BSP or not, consider the following factors:
Added cost and complexity
At the end of the day, a BSP is an intermediary between your business and the WhatsApp API. This additional layer does come with a cost and can add an extra step in your WhatsApp workflow. From a technical standpoint, this means every message you send has to pass through an additional system, increasing the risk of potential failure points. Similarly, resolving potential bugs or breakdowns in workflows can be more complicated because of the added layer of the BSP. There are now three possible sources of the problem: your code, WhatsApp, or the BSP itself. Introducing an intermediary can translate to longer wait times when resolving issues and, depending on your BSP, they may or may not offer this troubleshooting service.
Delayed support for smaller clients
Here’s an uncomfortable truth: from a BSP’s perspective, it makes more financial sense to serve a few high-volume, high-paying enterprise clients over hundreds of small businesses. Some BSPs focus exclusively on enterprise customers, offering a white-glove service at premium prices. For smaller businesses, you may find yourself paying for generic support rather than the hands-on assistance you need.
High cost to transition
Every BSP’s API is different, so while the basic foundational blocks are similar, the specific implementation steps and details can vary. If you build your entire WhatsApp workflow with one BSP and then decide to switch to another, you may have to rebuild a significant portion or all of your infrastructure. This vendor lock-in can complicate your ability to switch to a different BSP, although many BSPs are aware of this issue and are actively improving their migration paths.
Finding the right BSP for your business
Meta maintains an official directory of authorized BSPs that you can use to filter recommendations based on your WhatsApp goals, what features you need, and your expected message volume per day. As you browse the various BSP options, it’s important to keep in mind whether a platform provides the features, support, and pricing that work best for your organization.
Breaking down the cost of a BSP
Aside from features and support, cost is a major factor influencing a business’ decision to work with a BSP or the Cloud API. If you’re evaluating different BSPs, there are several costs to keep in mind when selecting your provider:
Base costs: WhatsApp conversation fees
Regardless of which solution you choose to connect, you will be responsible for WhatsApp’s conversation-based fees. WhatsApp charges per 24-hour “conversation window” that begins with the first message sent to a customer. These costs vary based on the recipient’s country and the type of message you’re sending. For a full breakdown of conversation pricing, check out WhatsApp's message rate calculator.
Where BSPs add cost
In addition to the WhatsApp conversation fees, BSPs can also charge you for features like:
- Conversation markups: Depending on the BSP, you may be charged a percentage or flat fee on top of WhatsApps’s base conversation costs.
- Monthly subscription fees: Regardless of your message volume, some BSPs will charge for a monthly subscription to cover the cost of the other features they provide.
- Setup and onboarding fees: Often a one-time fee, some BSPs will charge for the initial setup and onboarding onto their platform.
Did you know ActiveCampaign is an official WhatsApp Business Solutions Partner? As a BSP, ActiveCampaign can help guide you throughout the entire process from getting your business verification to building an automated WhatsApp experience right away.
Choosing the right WhatsApp partner for your business
Now that you have all the context surrounding BSPs and the Cloud API, you can evaluate which partner is best for your business. Consider the following three factors:
1. Use case and feature requirements
What you hope to accomplish with WhatsApp will influence which platform you ought to use. Are you looking for chatbots or do you just need to broadcast messages at scale? Do you anticipate needing multi-agent inbox management or any other CRM integrations and data synchronization? What level of automation sophistication are you looking to build?
If you need basic chatbot functionality, platforms that offer simple chatbot-focused solutions may be enough. But if you’re looking for a more comprehensive tool, complete with chatbots, automated journeys, and robust analytics, you may wnat to consider a platform built specifically for WhatsApp, like ActiveCampaign WhatsApp Messaging.
2. Total cost of ownership
Another factor that will sway your platform decision is total cost. Each platform charges differently, and your final bill will also depend on things like converastion volume, monthly subscription or platform fees, setup or onboarding costs, and costs associated with scaling your operations. Consider calculating your cost per conversation with what’s considered an “average” customer for your use case, then multiple by your scale today and where you expect to be in 6 to 12 months.
3. Technical resources and simplicity
As you weigh your options, be realistic about your team’s technical capabilities and how much time you can realistically dedicate to setup and maintenance. If you have developers in house and want complete control over your WhatsApp processes, the Cloud API gives you the flexibility and ownership you’re looking for. On the other hand, if you need extensive customization and your non-technical team members want to use WhatsApp, you may want to strongly consider a BSP.
It’s not about which technology is “better”; it’s about what you need
If you’re deciding between a BSP or Cloud API, the platform that best aligns with your business needs, budget, and technical resources is the right solution for you. For most small to medium-sized businesses, the Cloud API offers a great combination of cost-effectiveness, feature access, and ease of use. For larger organizations or businesses that have massive message volume and need custom development, a BSP makes the most sense.
Whichever you choose, it’s important that you’re clear about what you’re actually trying to accomplish with WhatsApp, then choose the path that makes that as simple and cost-effective as possible.
Ready to connect to the WhatsApp API? See how ActiveCampaign WhatsApp Messaging makes setup simple, keeps costs transparent, and gives you the tools you need to turn WhatsApp into a powerful customer engagement channel.
