Yes — but it depends on which version you're using.
If you use WhatsApp Business for customer communication, you'll eventually hit the same wall: you want multiple team members responding from the same number, but it doesn't work. Or only partially.
This is one of the most searched questions by small and medium businesses. In this article, we explain the options, the limitations, and how to properly solve it.
The WhatsApp Business App is the free version most small businesses use.
Since 2022, the WhatsApp Business App supports up to 5 devices per number:
Sounds fine for a small team, but in practice you quickly run into problems:
For a solopreneur or a team of 2-3, it can work. But as soon as you grow, it becomes a bottleneck.
The WhatsApp Business API is built for businesses that want to work professionally with WhatsApp. No limit on users, full automation, and integration with other tools.
| Feature | Business App (free) | Business API |
|---|---|---|
| Max. users | 5 devices | Unlimited |
| Assign to team member | ❌ | ✅ |
| Internal notes | ❌ | ✅ |
| Automatic routing | ❌ | ✅ |
| AI reply suggestions | ❌ | ✅ |
| Broadcasts/bulk messages | ❌ (max 256) | ✅ (unlimited) |
| CRM/webshop integration | ❌ | ✅ |
| Chatbot | ❌ | ✅ |
| Analytics & reports | ❌ | ✅ |
| CSAT surveys | ❌ | ✅ |
| Multiple phone numbers | 1 | Unlimited |
The big difference: you can't use the API directly. You need a platform that handles the API connection for you — and that's exactly what Bugalou does.
Bugalou connects to the official WhatsApp Cloud API from Meta — no middleman (BSP). You link your own Meta Business Account, and within 10 minutes your entire team is operational.
All your team members log into the same Bugalou dashboard. Everyone sees the same WhatsApp conversations and can respond. No hassle with linked devices.
Assign conversations to the right team member — manually, or let Bugalou do it automatically. Everyone knows exactly what they need to handle.
Discuss a customer conversation internally without the customer seeing it. Tag a colleague with @mention and they'll get notified instantly.
New WhatsApp messages are automatically routed to the right team:
The best part: you don't just manage WhatsApp from Bugalou. All channels come together in one inbox:
So if a customer messages via WhatsApp today and emails tomorrow — you see the full conversation in one place.
Start for free or book a demo.
Go to Settings → Channels → WhatsApp. You'll connect your Meta Business Account via a secure popup. Bugalou automatically connects to the WhatsApp Cloud API.
Enter the phone number you want to use and confirm via a verification code (OTP).
Invite your colleagues via Settings → Team. They'll receive an email invitation and can start working immediately from their browser or the Bugalou app on their phone.
Decide how new conversations are distributed: manually, automatically, or via routing rules. Done!
Yes. You can transfer your existing number to the WhatsApp Business API. Note: you can't use the same number on both the app and the API simultaneously. Once you switch to the API (via Bugalou), the number will no longer work in the WhatsApp Business App.
Bugalou charges a fixed monthly fee:
| Plan | Price | Included |
|---|---|---|
| Starter | €49/month | 1 user, WhatsApp, all channels |
| Pro | €109/month | 1 user, AI suggestions, broadcasts, routing rules |
| Enterprise | Custom | Unlimited users, API access, SSO |
Additional users: €12/user/month (Starter & Pro).
On top of that, you pay Meta's WhatsApp conversation fees — these are small amounts per conversation (e.g., ~€0.08 per service conversation in the Netherlands).
With the free WhatsApp Business App: up to 5 devices. With Bugalou and the WhatsApp API: unlimited — everyone works from their browser or the Bugalou app on their own phone, tablet, or laptop.
Yes. With Bugalou, you can connect unlimited WhatsApp numbers. Useful if you have separate numbers for sales, support, and marketing.
Absolutely. On the Starter plan, you can set up automatic greetings, away messages, and keyword triggers. On the Pro plan, you also get an AI agent that answers common questions 24/7 and AI reply suggestions for your team.
When migrating from the WhatsApp Business App to the API, your existing chat history is not transferred — this is a Meta limitation. New conversations are of course fully saved in Bugalou.
The WhatsApp Business App is fine for getting started, but once you have more than 5 team members — or want professional features like assignment, routing, AI suggestions, and analytics — you'll outgrow it.
With Bugalou and the WhatsApp Business API:
Or book a demo and discover how it works for your team.
Want to learn more? Check out the difference between the WhatsApp Business API and the App or read why customers prefer WhatsApp over email.
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.
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