WhatsApp Business: Complete Guide for Online Stores in 2026
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Everything you need for great customer service — in one platform
Everything you need for great customer service — in one platform
With over 2 billion users worldwide, WhatsApp is the most popular messaging platform. For online stores, it's become an essential customer service channel: customers ask questions via WhatsApp, want to receive order confirmations, and expect quick replies. This guide explains everything.
There are two versions of WhatsApp for businesses:
WhatsApp Business App — a free app for small businesses. You can use one device, create a business profile, set up automated messages, and use labels. Suitable for sole traders or small teams.
WhatsApp Business API — for medium and large businesses. Multiple users can send and receive messages simultaneously. Integrable with customer service software. Requires an approved BSP (Business Solution Provider) or direct API access.
For most growing online stores, the API is the right choice once you have more than one person on customer service.
Emails are opened by an average of 20–30% of recipients. WhatsApp messages are read in more than 90% of cases — often within minutes.
Many customers prefer sending a WhatsApp message over filling in a form or writing an email. Lower barrier = more contact.
With the API, you can automatically send order confirmations, shipping notifications, and tracking links via WhatsApp.
Short messages are answered more quickly than emails. Your team can handle multiple conversations simultaneously.
For a sole trader: the free WhatsApp Business App. For a team: WhatsApp Business API via a BSP or customer service platform like Bugalou.
Fill in: business name, address, website, opening hours, and a short description. A complete profile builds customer trust.
With the API, you can connect WhatsApp to platforms like Bugalou, so your team manages messages jointly — with order info directly alongside.
| Feature | Business App | Business API |
|---|---|---|
| Cost | Free | Via BSP/platform |
| Users | 1 device | Multiple agents |
| Automation | Limited | Extensive |
| Integrations | None | Yes, via API |
| Bulk messaging | Limited | Yes (with opt-in) |
| Green tick | No | Requestable |
With the API, you can set up powerful automation:
Automatically answer common questions Questions like "where is my order?" or "what are your return conditions?" can be automatically answered by a chatbot or AI.
Order status updates Connect WhatsApp to your store to automatically notify customers when their order is shipped, delivered, or delayed.
Return handling Let customers start a return request via WhatsApp and automate the follow-up steps.
Most online stores communicate via multiple channels: email, WhatsApp, Instagram, bol.com, and more. Managing all those conversations in separate apps takes a lot of time and leads to missed messages.
With a customer service inbox like Bugalou, you manage all channels — including WhatsApp — in one place. You see the order history per conversation, can add internal notes, and assign tasks to colleagues.
Can I use my personal WhatsApp number for the Business App? You can, but it's not recommended. Use a separate business number.
How much does WhatsApp Business API cost? Costs consist of a conversation fee charged by Meta per conversation initiation, plus the costs of your BSP or platform. Platforms like Bugalou bundle this into a subscription.
Can multiple users use one WhatsApp Business account? With the regular app, this is limited (WhatsApp Web on multiple devices). With the API, multi-user access is standard.
WhatsApp Business is one of the most powerful channels for online stores to make customer contact fast and personal. Start with the app when you're just beginning, switch to the API when your team grows, and use a combined inbox to keep everything organised.
Founder of Bugalou and e-commerce entrepreneur. As a business owner, I noticed that customer service tools were either unaffordable or so complex you needed an IT department. That frustration led to Bugalou.