WhatsApp Business Account (WABA) is an account required to use the WhatsApp Business Platform. WABA serves as a container used to store and manage one or more WhatsApp Business phone numbers along with related configurations, such as messaging, message templates, and quality rating. All WABAs are created under a Meta Business Portfolio, so every phone number used on the WhatsApp Business Platform must be connected to one of the WABAs.
WhatsApp Business Account (WABA) is divided into two types based on how it is created, namely WhatsApp Business App Account (WA Biz) and WhatsApp Business Platform Account (WA API). Although both are used to manage WhatsApp Business phone numbers, each type has different characteristics, capabilities, and limitations. Below is an explanation of the two types of WABA:
WhatsApp Business App Account (WA Biz) is a WABA created through the Meta Business Suite or the WhatsApp Business App. This type of WABA supports only one phone number that can be used simultaneously on both the WhatsApp Business App and the WhatsApp Business Platform (coexistence). Additionally, this type of WABA cannot be migrated to another Meta Business Portfolio.
WhatsApp Business Platform Account (WA API) is a WABA created through a Business Solution Provider (BSP), such as Qontak. This type of WABA is specifically used for the WhatsApp Business Platform and supports managing multiple phone numbers within one WABA.
In general, there are two methods to connect a WhatsApp Business Account (WABA) to Qontak: either through a Qontak invitation or via Embedded Sign Up, which is the process of creating or linking a WABA independently on the Qontak dashboard through the flow provided by Meta.
Learn more here about how to connect a WABA using Embedded Sign Up.
A. Terms of Use for WABA
1. Account Rules
- Ownership: One WhatsApp Business Account (WABA) can only be owned by one Meta Business Portfolio at a time.
Settings Lock: You cannot change the time zone or currency on the WABA after a line of credit has been linked to the account.
2. Restrictions and Limitations
Message Templates: Each WABA can have up to 250 message templates.
- Number of WABAs: Each Meta Business Portfolio can have up to 20 WABAs.
- Phone Numbers: By default, each Meta Business Portfolio can register up to 2 phone numbers. This limit can be increased up to 20 phone numbers according to Meta’s policy.
B. Status of WABA
WhatsApp Business Account (WABA) Status indicates the condition or health of your account (account health). This status helps you understand whether the account is functioning normally or if there are policy violations that need to be addressed.
Reasons for status changes: Meta actively monitors your account activity. WABA status may change based on overall account activity, the quality of messages sent, and compliance with policies set by Meta.
Impact of status on the account: The WABA status determines the features available on your account. Depending on the status, messaging features may function normally, be temporarily limited, or be completely disabled.
Applies to all phone numbers in the WABA: The status is applied at the WhatsApp Business Account (WABA) level, so any restrictions or suspensions will affect all phone numbers connected to that WABA.
You can check your WABA status anytime through the WhatsApp Account in the Meta Business Portfolio.
| Status | Description | Can Send Messages? |
| 🟢 Approved | The account has been verified, is active, and has no restrictions. | Yes |
| 🟡 Review in Progress | Meta is reviewing your account. You will receive a notification once the review process is complete. | No (Waiting for Meta approval) |
| 🔴 Not Approved | The account is not approved because it does not meet or violates Meta’s policies. | No (You need to resolve issues on the account before you can send messages.) |
| 🔴 Disabled | The account has been disabled for failing to meet Meta’s standards or policies. | No |
C. Meta’s Actions on Policy Violations
If Meta detects a policy violation, generally Meta will first issue a warning. However, for repeated violations or those considered high-risk (examples: adult or pornographic content, gambling sites, illegal drug sales, unsafe supplements, firearms, or tobacco/alcohol products), Meta may apply progressive restrictions as follows:
Stage 1 (1–3 Day Block): You cannot send business-initiated messages or add new phone numbers to the account.
Stage 2 (5–7 Day Block): You cannot send business-initiated messages, reply to customer messages, or add new phone numbers to the account.
- Stage 3 (Permanent Block): The account will be permanently disabled and can no longer be used to access the WhatsApp Business Platform.
Important
Immediate Ban:
For very serious violations, Meta may skip the warning stage and immediately disable the account permanently.
You have up to 90 days from the date of the violation to file an appeal.