Important note
WhatsApp Business Platform is a service provided by Meta and is subject to policies, limits, technical requirements, pricing, and operational conditions that may change over time. Some features, approvals, limits, and usage methods depend exclusively on Meta.
Differences between WhatsApp Business and WhatsApp Business Platform
What is the difference between WhatsApp Business and WhatsApp Business Platform?
WhatsApp Business is an app primarily designed for small businesses that manage conversations directly from a smartphone or desktop.
WhatsApp Business Platform (via API) is instead a platform designed to integrate WhatsApp within business software such as Inrecruiting, CRM, ATS, customer care systems, or chatbots.
With WhatsApp Business:
- conversations are managed within the WhatsApp app;
- operators work from smartphones or WhatsApp Web;
- integration and automation features are limited.
With WhatsApp Business Platform:
- conversations are managed directly inside Inrecruiting;
- notifications, workflows, and chatbots can be automated;
- multiple company users can work on the same channel;
- messages can be integrated with ATS data, processes, and automations.
Can I use WhatsApp Business Platform from a phone?
No. WhatsApp Business Platform is not an app that can be installed on a phone like WhatsApp or WhatsApp Business. Conversations, notifications, and interactions are managed directly within Inrecruiting.
This means that:
- recruiters and operators work from the Inrecruiting interface;
- all communications remain linked to candidates and recruitment processes;
- it is not necessary to use company smartphones to manage conversations.
Can I use WhatsApp Business and WhatsApp Business Platform at the same time on the same number?
No. A phone number can be associated exclusively with one of the two systems:
- WhatsApp / WhatsApp Business (app);
- WhatsApp Business Platform (API).
When a number is connected to WhatsApp Business Platform, it can no longer be used in the traditional WhatsApp Business app.
How many WhatsApp numbers can I connect?
Meta defines limits on the maximum number of senders (the WhatsApp business number registered on the platform) configurable for each WhatsApp Business Account (WABA). These limits may change over time based on current Meta policies: always refer to the official Meta for Developers documentation for updated values.
Using multiple senders allows, for example, to:
- use different numbers for offices or branches;
- separate communications between different brands or companies;
- dedicate specific numbers to certain processes or countries.
For needs exceeding standard limits, additional configurations may need to be evaluated directly with Meta.
Do recruiters receive notifications on their phone like with traditional WhatsApp?
No, not through the WhatsApp app.
Notifications and conversations are centralized in Inrecruiting. This approach allows to:
- keep conversation history linked to the candidate;
- avoid communications remaining on personal phones;
- enable collaboration among multiple recruiters;
- improve traceability and corporate governance.
Do candidates see any differences compared to normal WhatsApp?
No. From the candidate’s point of view, the experience is very similar to a normal WhatsApp conversation.
The candidate continues to:
- receive messages on WhatsApp;
- reply directly from their app;
- interact in a simple and immediate way.
The difference is on the company side, where communications are managed through Inrecruiting and integrated into recruiting processes.
Are conversations saved inside Inrecruiting?
Yes. WhatsApp conversations managed through WhatsApp Business Platform are directly linked to candidates and processes in Inrecruiting. This allows to:
- maintain a centralized history;
- improve collaboration and operational continuity;
- avoid loss of information between recruiters and teams.
Can I use a landline number instead of a mobile number?
Yes. WhatsApp Business Platform supports both mobile and landline numbers, provided that the number:
- can receive the initial verification via SMS or voice call;
- is not already used by an active WhatsApp account incompatible with the API configuration.
Does WhatsApp Business Platform have different costs compared to WhatsApp Business?
Yes. Meta applies a pricing model per delivered template message. Costs depend on:
- template category (Utility, Marketing, Authentication);
- recipient country (based on phone prefix).
Currently, free-form messages (non-template) sent within the active conversation window are free.
Use through Inrecruiting may involve additional costs related to the service and integration infrastructure. For updated rates by country and category, refer to the official Meta for Developers documentation.
How to connect Inrecruiting to WhatsApp Business Platform
What are the requirements to activate WhatsApp Business Platform in Inrecruiting?
To connect Inrecruiting to WhatsApp Business Platform, the company must have:
- a company Meta Business Manager (Meta tool to manage business accounts and authorize access to API);
- a Facebook account with administrator permissions on the company Meta Business Manager;
- a dedicated phone number to be used as the WhatsApp sender;
- access to receive the number verification code (SMS or voice call).
Is it necessary to already have a WhatsApp Business account?
No. It is possible to:
- use a new dedicated number;
- or migrate a number already used on WhatsApp Business to WhatsApp Business Platform.
Attention: after migration, the number will no longer be usable in the traditional WhatsApp Business app, and historical conversations present in the app will not be transferred and will be lost.
What are the activation steps?
- Access configuration from Inrecruiting
The administrator accesses the WhatsApp integration section within Inrecruiting and starts the guided procedure. - Login with Meta/Facebook account
During configuration, login with a Facebook account authorized to manage the company Meta Business Manager will be required.
Meta uses this access to:
- Select or create the Business Manager
If the company already has a Meta Business Manager, it can be selected. Otherwise, Meta will automatically guide the creation of a new Business Manager.
NB: even if it is possible to create a new Business Manager at this stage, verify that the company does not already have one. - Select or create the WABA (WhatsApp Business Account)
If the company already has an existing WABA connected to the Business Manager, it can be selected. Otherwise, Meta will guide the creation of a new WABA.
In practice, you are deciding where the WhatsApp number and business communication will be registered and managed. - Enter the WhatsApp number
The company must specify the phone number to connect. The number can be mobile or landline, provided that it:
1. can receive the initial verification via SMS or voice call;
2. is not already used by an incompatible active WhatsApp account. - Verify the number
Meta will send a verification code via SMS or voice call. The code must be entered during the configuration process. - Complete the connection
Once verification is completed:- the number will be connected to WhatsApp Business Platform;
- Inrecruiting will be able to send and receive messages via API;
- conversations will be managed directly inside Inrecruiting.
How long does activation take?
Generally a few minutes, if:
- the Business Manager is already available;
- the number is accessible for verification;
- there are no additional limitations or checks required by Meta.
In some cases, Meta may request additional company verifications that can extend activation time.
Is company verification with Meta required?
It depends on the level of use and the policies applied by Meta. For some features or to increase messaging limits, Meta may require Business Verification. Verification may include:
- company legal name;
- company website;
- corporate documentation;
- company email domain.
If the company is not verified, the main limitations are:
- Low initial sending limit
Typically, you start with around 250 business-initiated conversations/messages to unique users within 24 hours. - Limited number of phone numbers
An unverified business may be limited to a few numbers/senders, often 2 numbers. - Higher risk of restrictions
Some providers report that unverified accounts may be more subject to restrictions, blocks, or disconnections, especially if used for high volumes or large campaigns without quality history.
What happens to conversations after activation?
All WhatsApp conversations are managed directly in Inrecruiting. This means that:
- recruiters and users work from the ATS;
- conversations remain linked to candidates;
- company smartphones are not required;
- communication history remains centralized.
Is it possible to connect multiple WhatsApp numbers?
Yes. The company can connect multiple WhatsApp senders, for example:
- for different offices;
- for different countries;
- to separate specific processes or teams.
Meta defines limits on the maximum number of senders per Business Manager, subject to change over time.
Is it possible to migrate an existing number from WhatsApp Business or disconnect it in the future?
Yes. If the number is still connected to the WhatsApp or WhatsApp Business app, it must first be released/removed from the app. A number cannot be used simultaneously on the mobile app and on WhatsApp Business Platform/API.
Attention: after migration, the number will no longer be usable in the traditional WhatsApp Business app, and historical conversations present in the app will not be transferred and will be lost.
In the future, a number can also be removed, replaced, or migrated to other configurations supported by Meta. Changes may require a new number verification.
Limits, quality, and WhatsApp Business Platform policies
Can I send WhatsApp messages freely like email or SMS?
No. WhatsApp Business Platform applies very strict policies and quality controls defined by Meta. The goal is to promote useful, relevant, and desired communications while limiting spam and improper use.
What are WhatsApp templates and what categories exist?
Templates are pre-approved messages by Meta that can be used to start a conversation or recontact a user after the active conversation window expires.
Meta distinguishes three template categories, with different rules and costs:
- Utility — operational notifications directly related to a user action (e.g., application confirmation, interview reminder). Recommended for recruiting.
- Marketing — promotional or engagement communications (e.g., employer branding campaigns). Subject to stricter opt-in rules and different costs.
- Authentication — messages containing OTP codes for identity verification.
Each template must be approved by Meta before use, regardless of category.
Attention to categorization: Meta actively monitors approved templates and may automatically reclassify a template from Utility to Marketing if promotional content is detected, even after initial approval.
Can templates be rejected by Meta?
Yes. Meta may reject templates that are:
- too promotional or misleading;
- unclear or non-compliant with policies;
- written in language considered spam;
- categorized incorrectly.
Rejected templates can be edited and resubmitted for approval.
Do all messages need to be approved by Meta?
No. Messages sent within an active conversation (within 24 hours of the candidate’s last message) can be sent freely without pre-approved templates.
Approved templates are required to:
- start a new outbound conversation;
- recontact a candidate after more than 24 hours.
What is the active conversation window (customer service window)?
Each time a candidate sends a message to the company, a 24-hour window opens (or reopens). During this window, replies can be sent freely.
Each new incoming message resets the 24-hour timer.
After 24 hours from the last candidate message:
- free-form messages are no longer allowed;
- an approved template must be used.
For this reason, it is advisable to regularly monitor open conversations.
Cost note: free-form messages within the active window are free. Utility, Marketing, and Authentication templates are charged per message even if the window is open.
Are there initial limits on the number of messages that can be sent?
Yes. New WhatsApp Business Platform accounts generally start with a limit of 250 unique users per 24 hours for business-initiated messages.
Limits can increase through tiers:
- 2,000 recipients / 24h
- 10,000 recipients / 24h
- 100,000 recipients / 24h
- Unlimited
Limits apply only to business-initiated messages. Messages within an active conversation window are not counted.
Limits are managed at the Business Portfolio level. All numbers under the same portfolio share the highest assigned limit.
The transition to the higher tier occurs automatically based on factors such as messaging quality, usage of the available limit, sending history, and compliance with Meta policies. In particular, for automatic scaling, it is often indicated that at least 50% of the current limit has been used over the last 7 days, while maintaining adequate quality.
The exact values, scaling criteria, and operational methods are subject to change over time: always refer to the official Meta for Developers documentation and the WhatsApp Manager > Messaging Limits.
Does Meta monitor message quality?
Yes. Meta continuously monitors:
- block rate;
- spam reports;
- perceived message quality;
- message frequency;
- content relevance.
Low quality can reduce limits or cause temporary or permanent restrictions.
What happens if many users block the WhatsApp number?
If a sender (company WhatsApp number) receives many blocks, spam reports, or negative feedback, Meta may:
- prevent scaling to higher tiers;
- limit functionality;
- suspend the sender in severe cases.
Meta monitors sender quality over time. Low quality can prevent scalability to higher tiers and, in some cases, lead to operational restrictions. It is recommended to check the current behavior in the official Meta for Developers documentation, as quality management mechanisms are subject to change. It is therefore in the company’s interest to always maintain high communication quality.
Is it possible to send marketing or promotional messages?
Yes, but only in compliance with Meta policies and applicable privacy regulations (e.g., GDPR).
Important: Marketing templates require explicit opt-in from recipients. Sending marketing messages without opt-in violates Meta policies and may result in restrictions.
In recruiting, WhatsApp should mainly be used for:
- operational communications (Utility);
- selection updates;
- reminders;
- candidate support;
- useful conversational workflows.
Can companies lose access to WhatsApp Business Platform?
Yes. Meta may restrict or suspend accounts that:
- violate policies;
- send spam;
- receive many negative reports;
- use prohibited content;
- engage in abusive practices.
Recommended best practices to maintain high sender quality
To preserve the sender's reputation and maintain sending limits, it is advisable to:
- send useful and contextual recruiting messages;
- limit frequency and avoid mass irrelevant messaging;
- use the correct template category;
- use clear, non-commercial language;
- reply quickly to keep the conversation window open;
- ensure appropriate consent has been collected.
Can Inrecruiting guarantee template approval or stable limits?
No. Template approval, limits, and policies depend exclusively on Meta and may change over time.
Inrecruiting provides the technical integration but does not control Meta’s operational decisions.
Is it recommended to use WhatsApp as the only communication channel?
No. WhatsApp is effective but should be integrated with:
- email;
- ATS (Inrecruiting);
- candidate portal;
- SMS (when needed).
Relying on a single third-party channel exposes the company to operational risks.
Operational aspects and important considerations
Should the WhatsApp number be dedicated?
Strongly recommended. Since the number cannot be used in the traditional app, it is advisable to use:
- a recruiting-dedicated number;
- or a specific HR communication number.
This facilitates:
- communication governance;
- operational continuity;
- multi-user management;
- separation between personal and business use.
Can the same number be used on multiple software platforms?
No. A WhatsApp Business Platform number can be connected to only one active integration at a time.
If the number is migrated to another platform or provider, previous integrations will stop working and a new configuration may be required.
Can candidates call the WhatsApp number?
It depends on the number and configuration. WhatsApp Business Platform is designed mainly for messaging. Voice calls are not part of standard Inrecruiting functionality.
Are messages stored by Meta?
Meta and the technology providers (BSPs, Business Solution Providers) involved in delivering the service may temporarily process certain technical data required for the platform’s operation, in accordance with their respective policies and terms of service.
Companies must assess the use of the service in compliance with applicable data protection regulations (e.g., GDPR) and their internal policies. In particular, it is recommended to verify the existence of an appropriate Data Processing Agreement (DPA) with the providers involved and to define internal data retention policies for messages stored in Inrecruiting.
What happens if a recruiter replies after many hours or days?
If more than 24 hours have passed since the candidate’s last message, the active conversation window has expired. In this case:
- it will no longer be possible to send a free-form message;
- it will be necessary to use a Meta-approved template to resume the conversation.
For this reason, it is advisable to regularly monitor open conversations and respond promptly.
Can I send automated messages to thousands of candidates?
Technically yes, but with due caution. Mass sending that is poorly targeted, too frequent, or perceived as spam can negatively affect the sender’s quality and lead to restrictions by Meta.
It is also necessary to comply with the daily sending tiers assigned by Meta to your account (see the FAQ on messaging limits). Exceeding these limits unilaterally is not possible.
It is recommended to use WhatsApp for contextual, relevant, and valuable communications for the candidate.
Can messages be personalized?
Yes. Templates and automated messages can include dynamic variables such as:
- candidate name;
- job position;
- interview date and time;
- location;
- recruiter name.
Variables must be defined in the template structure at the time of submission to Meta. For each variable, it is mandatory to include a sample value to indicate its intended purpose.
In case of usage different from the intended one, Meta reserves the right to block the template.
Is candidate consent required?
The company is responsible for using WhatsApp in compliance with applicable data protection regulations (in particular GDPR), Meta policies, and its own legal bases.
Important: Meta policies already require that recipients of Marketing-type messages have provided explicit opt-in to receive such communications. Regardless of the template category, companies must have an appropriate legal basis to contact candidates via WhatsApp and clearly inform them about the use of this channel within the recruiting process. It is recommended to consult your DPO (Data Protection Officer) to assess the applicable legal basis.
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Security, operations, and service management
What happens if the number is deactivated or expires?
If the phone number associated with the WhatsApp Business Platform is deactivated, lost, removed from the WABA, is no longer under the company’s control, or can no longer receive verification via SMS/call, the WhatsApp service may stop working properly or require a new setup, verification, or registration.
A simple change of carrier is usually not an issue, as long as the number remains active, unchanged, and under the company’s control.
It is therefore important that the company maintains operational and administrative control of the number used, periodically verifies its validity, and ensures it can receive any OTP codes or verification calls.
Who should own the WhatsApp number?
It is recommended that the number:
- is registered to the company;
- does not depend on individual employees;
- is centrally managed.
This helps prevent issues in case of staff changes, termination of employment, loss of access, or internal reorganizations.
Who owns the WhatsApp Business Platform account?
The WhatsApp Business Platform account and the related WhatsApp numbers remain associated with the customer company’s Business Manager. Inrecruiting provides the technical integration with the platform, but ownership of the WhatsApp Business Account remains with the company configured on Meta.
This allows the company to:
- maintain control of its senders;
- manage the Business Manager independently;
- potentially migrate integrations or providers in the future.
Note: in the event of termination of the contract with Inrecruiting, the company retains ownership of the Meta Business Manager and the registered numbers, but will need to proceed with a new integration with another provider or platform. Templates approved by Meta remain associated with the Business account and can generally be reused; however, it is advisable to verify the specific conditions with Meta.
Is it possible to change provider or integration in the future?
Yes. The WhatsApp Business Platform does not permanently lock a company into a specific software or provider. However, any migration may require:
- technical reconfiguration;
- a new number verification;
- reconnection of integrations;
- possible additional activities related to transferring the number between providers.
Are WhatsApp conversations encrypted?
WhatsApp uses encryption mechanisms to protect messages during transmission between users and the platform.
However, in the context of the WhatsApp Business Platform, messages are also processed by server-side systems and by technology providers authorized by Meta (BSP — Business Solution Providers) to enable API-based business functionalities.
These parties may process message content for technical and operational purposes related to service delivery, in accordance with their respective policies and contractual terms.
Companies should therefore carefully assess:
- the type and sensitivity of the data shared via WhatsApp;
- their internal privacy policies and applicable regulatory obligations (e.g., GDPR);
- data retention, access, and deletion processes;
- contractual agreements and Data Processing Agreements (DPAs) with the providers involved.
Is it advisable to send sensitive data via WhatsApp?
It is recommended to use WhatsApp primarily for operational and informational communications. Given the platform architecture (see FAQ on encryption), companies should carefully evaluate sending:
- particularly sensitive data (e.g., special categories under GDPR);
- confidential documentation;
- information subject to specific regulatory or internal constraints.
Can multiple recruiters use the same sender at the same time?
Yes. One of the main advantages of the WhatsApp Business Platform integrated with Inrecruiting is centralized, multi-user management. Multiple recruiters can:
- view conversations;
- collaborate on the same candidate;
- operate without relying on a single smartphone.
This ensures operational continuity even in case of staff absence or turnover.
What happens if a recruiter leaves the company?
Conversations remain within Inrecruiting and not on personal devices. This ensures:
- operational continuity;
- traceability;
- corporate governance;
- preservation of communication history.
Is it possible to use chatbots or AI automations?
Yes. The WhatsApp Business Platform supports chatbots, automated workflows, API integrations, conversational automations, and AI systems. Available features depend on the evolution of integrations enabled within Inrecruiting.
Can Meta change policies, pricing, or limits over time?
Yes. Meta may change over time:
- operational policies and template categories;
- usage limits and messaging tiers;
- quality rules;
- service pricing.
These changes depend exclusively on Meta and may impact platform usage. It is advisable to periodically monitor the official Meta for Developers documentation.
Why does WhatsApp Business Platform require a more structured approach than traditional WhatsApp?
Because it is not a simple messaging app, but an enterprise platform integrated into business processes. This involves additional aspects related to:
- account governance and ownership;
- security and regulatory compliance;
- sender reputation and communication quality;
- multi-user management and operational continuity;
- integration with workflows and HR systems;
- dependency on policies and decisions of a third-party platform (Meta).
Conversations and interactions with candidates
Can candidates message the company’s WhatsApp number directly?
Yes. A number connected to the WhatsApp Business Platform can receive inbound messages from candidates, even if the company has not sent a message first. For example, a candidate can:
- write directly to the company’s WhatsApp number;
- reply to a received message;
- ask about the status of their application;
- send documents or attachments;
- continue an existing conversation.
Incoming conversations are managed directly within Inrecruiting.
Does the candidate see a normal WhatsApp contact?
Yes. From the candidate’s perspective, the number functions like a regular WhatsApp Business account. The candidate can:
- save the number in their contacts;
- start a conversation;
- send messages;
- attach supported content.
Can candidates send files and attachments?
Yes. Candidates can send supported WhatsApp content such as:
- images;
- PDFs;
- documents;
- voice messages;
- videos.
Availability and handling of content may depend on Meta policies, size limits, and features enabled in Inrecruiting.
Is it possible to limit who can message the number?
No, not natively within WhatsApp. Like any standard WhatsApp number, anyone who knows the number can potentially send a message. For this reason, it is recommended to:
- use dedicated numbers for recruiting;
- define internal processes for managing conversations;
- avoid uncontrolled publication of the number when not necessary.
What happens if a candidate writes outside working hours or on weekends?
Messages are still received in Inrecruiting. The company can:
- respond manually during working hours;
- use automated out-of-office replies;
- configure workflows or chatbots;
- manage conversations at preferred times.
Can spam or irrelevant messages be received?
Yes. Like any public WhatsApp number, a WhatsApp Business Platform sender may receive spam, incorrect messages, or irrelevant contacts. It is advisable to adopt internal processes for monitoring and managing conversations.
Important note
WhatsApp Business Platform is a service provided by Meta and is subject to policies, limits, technical requirements, pricing, and operational conditions that may change over time. Some features, approvals, limits, and usage methods depend exclusively on Meta.
Differences between WhatsApp Business and WhatsApp Business Platform
What is the difference between WhatsApp Business and WhatsApp Business Platform?
WhatsApp Business is an app primarily designed for small businesses that manage conversations directly from a smartphone or desktop.
WhatsApp Business Platform (via API) is instead a platform designed to integrate WhatsApp within business software such as Inrecruiting, CRM, ATS, customer care systems, or chatbots.
With WhatsApp Business:
- conversations are managed within the WhatsApp app;
- operators work from smartphones or WhatsApp Web;
- integration and automation features are limited.
With WhatsApp Business Platform:
- conversations are managed directly inside Inrecruiting;
- notifications, workflows, and chatbots can be automated;
- multiple company users can work on the same channel;
- messages can be integrated with ATS data, processes, and automations.
Can I use WhatsApp Business Platform from a phone?
No. WhatsApp Business Platform is not an app that can be installed on a phone like WhatsApp or WhatsApp Business. Conversations, notifications, and interactions are managed directly within Inrecruiting.
This means that:
- recruiters and operators work from the Inrecruiting interface;
- all communications remain linked to candidates and recruitment processes;
- it is not necessary to use company smartphones to manage conversations.
Can I use WhatsApp Business and WhatsApp Business Platform at the same time on the same number?
No. A phone number can be associated exclusively with one of the two systems:
- WhatsApp / WhatsApp Business (app);
- WhatsApp Business Platform (API).
When a number is connected to WhatsApp Business Platform, it can no longer be used in the traditional WhatsApp Business app.
How many WhatsApp numbers can I connect?
Meta defines limits on the maximum number of senders (the WhatsApp business number registered on the platform) configurable for each WhatsApp Business Account (WABA). These limits may change over time based on current Meta policies: always refer to the official Meta for Developers documentation for updated values.
Using multiple senders allows, for example, to:
- use different numbers for offices or branches;
- separate communications between different brands or companies;
- dedicate specific numbers to certain processes or countries.
For needs exceeding standard limits, additional configurations may need to be evaluated directly with Meta.
Do recruiters receive notifications on their phone like with traditional WhatsApp?
No, not through the WhatsApp app.
Notifications and conversations are centralized in Inrecruiting. This approach allows to:
- keep conversation history linked to the candidate;
- avoid communications remaining on personal phones;
- enable collaboration among multiple recruiters;
- improve traceability and corporate governance.
Do candidates see any differences compared to normal WhatsApp?
No. From the candidate’s point of view, the experience is very similar to a normal WhatsApp conversation.
The candidate continues to:
- receive messages on WhatsApp;
- reply directly from their app;
- interact in a simple and immediate way.
The difference is on the company side, where communications are managed through Inrecruiting and integrated into recruiting processes.
Are conversations saved inside Inrecruiting?
Yes. WhatsApp conversations managed through WhatsApp Business Platform are directly linked to candidates and processes in Inrecruiting. This allows to:
- maintain a centralized history;
- improve collaboration and operational continuity;
- avoid loss of information between recruiters and teams.
Can I use a landline number instead of a mobile number?
Yes. WhatsApp Business Platform supports both mobile and landline numbers, provided that the number:
- can receive the initial verification via SMS or voice call;
- is not already used by an active WhatsApp account incompatible with the API configuration.
Does WhatsApp Business Platform have different costs compared to WhatsApp Business?
Yes. Meta applies a pricing model per delivered template message. Costs depend on:
- template category (Utility, Marketing, Authentication);
- recipient country (based on phone prefix).
Currently, free-form messages (non-template) sent within the active conversation window are free.
Use through Inrecruiting may involve additional costs related to the service and integration infrastructure. For updated rates by country and category, refer to the official Meta for Developers documentation.
How to connect Inrecruiting to WhatsApp Business Platform
What are the requirements to activate WhatsApp Business Platform in Inrecruiting?
To connect Inrecruiting to WhatsApp Business Platform, the company must have:
- a company Meta Business Manager (Meta tool to manage business accounts and authorize access to API);
- a Facebook account with administrator permissions on the company Meta Business Manager;
- a dedicated phone number to be used as the WhatsApp sender;
- access to receive the number verification code (SMS or voice call).
Is it necessary to already have a WhatsApp Business account?
No. It is possible to:
- use a new dedicated number;
- or migrate a number already used on WhatsApp Business to WhatsApp Business Platform.
Attention: after migration, the number will no longer be usable in the traditional WhatsApp Business app, and historical conversations present in the app will not be transferred and will be lost.
What are the activation steps?
- Access configuration from Inrecruiting
The administrator accesses the WhatsApp integration section within Inrecruiting and starts the guided procedure. - Login with Meta/Facebook account
During configuration, login with a Facebook account authorized to manage the company Meta Business Manager will be required.
Meta uses this access to:
- Select or create the Business Manager
If the company already has a Meta Business Manager, it can be selected. Otherwise, Meta will automatically guide the creation of a new Business Manager.
NB: even if it is possible to create a new Business Manager at this stage, verify that the company does not already have one. - Select or create the WABA (WhatsApp Business Account)
If the company already has an existing WABA connected to the Business Manager, it can be selected. Otherwise, Meta will guide the creation of a new WABA.
In practice, you are deciding where the WhatsApp number and business communication will be registered and managed. - Enter the WhatsApp number
The company must specify the phone number to connect. The number can be mobile or landline, provided that it:
1. can receive the initial verification via SMS or voice call;
2. is not already used by an incompatible active WhatsApp account. - Verify the number
Meta will send a verification code via SMS or voice call. The code must be entered during the configuration process. - Complete the connection
Once verification is completed:- the number will be connected to WhatsApp Business Platform;
- Inrecruiting will be able to send and receive messages via API;
- conversations will be managed directly inside Inrecruiting.
How long does activation take?
Generally a few minutes, if:
- the Business Manager is already available;
- the number is accessible for verification;
- there are no additional limitations or checks required by Meta.
In some cases, Meta may request additional company verifications that can extend activation time.
Is company verification with Meta required?
It depends on the level of use and the policies applied by Meta. For some features or to increase messaging limits, Meta may require Business Verification. Verification may include:
- company legal name;
- company website;
- corporate documentation;
- company email domain.
If the company is not verified, the main limitations are:
- Low initial sending limit
Typically, you start with around 250 business-initiated conversations/messages to unique users within 24 hours. - Limited number of phone numbers
An unverified business may be limited to a few numbers/senders, often 2 numbers. - Higher risk of restrictions
Some providers report that unverified accounts may be more subject to restrictions, blocks, or disconnections, especially if used for high volumes or large campaigns without quality history.
What happens to conversations after activation?
All WhatsApp conversations are managed directly in Inrecruiting. This means that:
- recruiters and users work from the ATS;
- conversations remain linked to candidates;
- company smartphones are not required;
- communication history remains centralized.
Is it possible to connect multiple WhatsApp numbers?
Yes. The company can connect multiple WhatsApp senders, for example:
- for different offices;
- for different countries;
- to separate specific processes or teams.
Meta defines limits on the maximum number of senders per Business Manager, subject to change over time.
Is it possible to migrate an existing number from WhatsApp Business or disconnect it in the future?
Yes. If the number is still connected to the WhatsApp or WhatsApp Business app, it must first be released/removed from the app. A number cannot be used simultaneously on the mobile app and on WhatsApp Business Platform/API.
Attention: after migration, the number will no longer be usable in the traditional WhatsApp Business app, and historical conversations present in the app will not be transferred and will be lost.
In the future, a number can also be removed, replaced, or migrated to other configurations supported by Meta. Changes may require a new number verification.
Limits, quality, and WhatsApp Business Platform policies
Can I send WhatsApp messages freely like email or SMS?
No. WhatsApp Business Platform applies very strict policies and quality controls defined by Meta. The goal is to promote useful, relevant, and desired communications while limiting spam and improper use.
What are WhatsApp templates and what categories exist?
Templates are pre-approved messages by Meta that can be used to start a conversation or recontact a user after the active conversation window expires.
Meta distinguishes three template categories, with different rules and costs:
- Utility — operational notifications directly related to a user action (e.g., application confirmation, interview reminder). Recommended for recruiting.
- Marketing — promotional or engagement communications (e.g., employer branding campaigns). Subject to stricter opt-in rules and different costs.
- Authentication — messages containing OTP codes for identity verification.
Each template must be approved by Meta before use, regardless of category.
Attention to categorization: Meta actively monitors approved templates and may automatically reclassify a template from Utility to Marketing if promotional content is detected, even after initial approval.
Can templates be rejected by Meta?
Yes. Meta may reject templates that are:
- too promotional or misleading;
- unclear or non-compliant with policies;
- written in language considered spam;
- categorized incorrectly.
Rejected templates can be edited and resubmitted for approval.
Do all messages need to be approved by Meta?
No. Messages sent within an active conversation (within 24 hours of the candidate’s last message) can be sent freely without pre-approved templates.
Approved templates are required to:
- start a new outbound conversation;
- recontact a candidate after more than 24 hours.
What is the active conversation window (customer service window)?
Each time a candidate sends a message to the company, a 24-hour window opens (or reopens). During this window, replies can be sent freely.
Each new incoming message resets the 24-hour timer.
After 24 hours from the last candidate message:
- free-form messages are no longer allowed;
- an approved template must be used.
For this reason, it is advisable to regularly monitor open conversations.
Cost note: free-form messages within the active window are free. Utility, Marketing, and Authentication templates are charged per message even if the window is open.
Are there initial limits on the number of messages that can be sent?
Yes. New WhatsApp Business Platform accounts generally start with a limit of 250 unique users per 24 hours for business-initiated messages.
Limits can increase through tiers:
- 2,000 recipients / 24h
- 10,000 recipients / 24h
- 100,000 recipients / 24h
- Unlimited
Limits apply only to business-initiated messages. Messages within an active conversation window are not counted.
Limits are managed at the Business Portfolio level. All numbers under the same portfolio share the highest assigned limit.
The transition to the higher tier occurs automatically based on factors such as messaging quality, usage of the available limit, sending history, and compliance with Meta policies. In particular, for automatic scaling, it is often indicated that at least 50% of the current limit has been used over the last 7 days, while maintaining adequate quality.
The exact values, scaling criteria, and operational methods are subject to change over time: always refer to the official Meta for Developers documentation and the WhatsApp Manager > Messaging Limits.
Does Meta monitor message quality?
Yes. Meta continuously monitors:
- block rate;
- spam reports;
- perceived message quality;
- message frequency;
- content relevance.
Low quality can reduce limits or cause temporary or permanent restrictions.
What happens if many users block the WhatsApp number?
If a sender (company WhatsApp number) receives many blocks, spam reports, or negative feedback, Meta may:
- prevent scaling to higher tiers;
- limit functionality;
- suspend the sender in severe cases.
Meta monitors sender quality over time. Low quality can prevent scalability to higher tiers and, in some cases, lead to operational restrictions. It is recommended to check the current behavior in the official Meta for Developers documentation, as quality management mechanisms are subject to change. It is therefore in the company’s interest to always maintain high communication quality.
Is it possible to send marketing or promotional messages?
Yes, but only in compliance with Meta policies and applicable privacy regulations (e.g., GDPR).
Important: Marketing templates require explicit opt-in from recipients. Sending marketing messages without opt-in violates Meta policies and may result in restrictions.
In recruiting, WhatsApp should mainly be used for:
- operational communications (Utility);
- selection updates;
- reminders;
- candidate support;
- useful conversational workflows.
Can companies lose access to WhatsApp Business Platform?
Yes. Meta may restrict or suspend accounts that:
- violate policies;
- send spam;
- receive many negative reports;
- use prohibited content;
- engage in abusive practices.
Recommended best practices to maintain high sender quality
To preserve the sender's reputation and maintain sending limits, it is advisable to:
- send useful and contextual recruiting messages;
- limit frequency and avoid mass irrelevant messaging;
- use the correct template category;
- use clear, non-commercial language;
- reply quickly to keep the conversation window open;
- ensure appropriate consent has been collected.
Can Inrecruiting guarantee template approval or stable limits?
No. Template approval, limits, and policies depend exclusively on Meta and may change over time.
Inrecruiting provides the technical integration but does not control Meta’s operational decisions.
Is it recommended to use WhatsApp as the only communication channel?
No. WhatsApp is effective but should be integrated with:
- email;
- ATS (Inrecruiting);
- candidate portal;
- SMS (when needed).
Relying on a single third-party channel exposes the company to operational risks.
Operational aspects and important considerations
Should the WhatsApp number be dedicated?
Strongly recommended. Since the number cannot be used in the traditional app, it is advisable to use:
- a recruiting-dedicated number;
- or a specific HR communication number.
This facilitates:
- communication governance;
- operational continuity;
- multi-user management;
- separation between personal and business use.
Can the same number be used on multiple software platforms?
No. A WhatsApp Business Platform number can be connected to only one active integration at a time.
If the number is migrated to another platform or provider, previous integrations will stop working and a new configuration may be required.
Can candidates call the WhatsApp number?
It depends on the number and configuration. WhatsApp Business Platform is designed mainly for messaging. Voice calls are not part of standard Inrecruiting functionality.
Are messages stored by Meta?
Meta and the technology providers (BSPs, Business Solution Providers) involved in delivering the service may temporarily process certain technical data required for the platform’s operation, in accordance with their respective policies and terms of service.
Companies must assess the use of the service in compliance with applicable data protection regulations (e.g., GDPR) and their internal policies. In particular, it is recommended to verify the existence of an appropriate Data Processing Agreement (DPA) with the providers involved and to define internal data retention policies for messages stored in Inrecruiting.
What happens if a recruiter replies after many hours or days?
If more than 24 hours have passed since the candidate’s last message, the active conversation window has expired. In this case:
- it will no longer be possible to send a free-form message;
- it will be necessary to use a Meta-approved template to resume the conversation.
For this reason, it is advisable to regularly monitor open conversations and respond promptly.
Can I send automated messages to thousands of candidates?
Technically yes, but with due caution. Mass sending that is poorly targeted, too frequent, or perceived as spam can negatively affect the sender’s quality and lead to restrictions by Meta.
It is also necessary to comply with the daily sending tiers assigned by Meta to your account (see the FAQ on messaging limits). Exceeding these limits unilaterally is not possible.
It is recommended to use WhatsApp for contextual, relevant, and valuable communications for the candidate.
Can messages be personalized?
Yes. Templates and automated messages can include dynamic variables such as:
- candidate name;
- job position;
- interview date and time;
- location;
- recruiter name.
Variables must be defined in the template structure at the time of submission to Meta. For each variable, it is mandatory to include a sample value to indicate its intended purpose.
In case of usage different from the intended one, Meta reserves the right to block the template.
Is candidate consent required?
The company is responsible for using WhatsApp in compliance with applicable data protection regulations (in particular GDPR), Meta policies, and its own legal bases.
Important: Meta policies already require that recipients of Marketing-type messages have provided explicit opt-in to receive such communications. Regardless of the template category, companies must have an appropriate legal basis to contact candidates via WhatsApp and clearly inform them about the use of this channel within the recruiting process. It is recommended to consult your DPO (Data Protection Officer) to assess the applicable legal basis.
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Security, operations, and service management
What happens if the number is deactivated or expires?
If the phone number associated with the WhatsApp Business Platform is deactivated, lost, removed from the WABA, is no longer under the company’s control, or can no longer receive verification via SMS/call, the WhatsApp service may stop working properly or require a new setup, verification, or registration.
A simple change of carrier is usually not an issue, as long as the number remains active, unchanged, and under the company’s control.
It is therefore important that the company maintains operational and administrative control of the number used, periodically verifies its validity, and ensures it can receive any OTP codes or verification calls.
Who should own the WhatsApp number?
It is recommended that the number:
- is registered to the company;
- does not depend on individual employees;
- is centrally managed.
This helps prevent issues in case of staff changes, termination of employment, loss of access, or internal reorganizations.
Who owns the WhatsApp Business Platform account?
The WhatsApp Business Platform account and the related WhatsApp numbers remain associated with the customer company’s Business Manager. Inrecruiting provides the technical integration with the platform, but ownership of the WhatsApp Business Account remains with the company configured on Meta.
This allows the company to:
- maintain control of its senders;
- manage the Business Manager independently;
- potentially migrate integrations or providers in the future.
Note: in the event of termination of the contract with Inrecruiting, the company retains ownership of the Meta Business Manager and the registered numbers, but will need to proceed with a new integration with another provider or platform. Templates approved by Meta remain associated with the Business account and can generally be reused; however, it is advisable to verify the specific conditions with Meta.
Is it possible to change provider or integration in the future?
Yes. The WhatsApp Business Platform does not permanently lock a company into a specific software or provider. However, any migration may require:
- technical reconfiguration;
- a new number verification;
- reconnection of integrations;
- possible additional activities related to transferring the number between providers.
Are WhatsApp conversations encrypted?
WhatsApp uses encryption mechanisms to protect messages during transmission between users and the platform.
However, in the context of the WhatsApp Business Platform, messages are also processed by server-side systems and by technology providers authorized by Meta (BSP — Business Solution Providers) to enable API-based business functionalities.
These parties may process message content for technical and operational purposes related to service delivery, in accordance with their respective policies and contractual terms.
Companies should therefore carefully assess:
- the type and sensitivity of the data shared via WhatsApp;
- their internal privacy policies and applicable regulatory obligations (e.g., GDPR);
- data retention, access, and deletion processes;
- contractual agreements and Data Processing Agreements (DPAs) with the providers involved.
Is it advisable to send sensitive data via WhatsApp?
It is recommended to use WhatsApp primarily for operational and informational communications. Given the platform architecture (see FAQ on encryption), companies should carefully evaluate sending:
- particularly sensitive data (e.g., special categories under GDPR);
- confidential documentation;
- information subject to specific regulatory or internal constraints.
Can multiple recruiters use the same sender at the same time?
Yes. One of the main advantages of the WhatsApp Business Platform integrated with Inrecruiting is centralized, multi-user management. Multiple recruiters can:
- view conversations;
- collaborate on the same candidate;
- operate without relying on a single smartphone.
This ensures operational continuity even in case of staff absence or turnover.
What happens if a recruiter leaves the company?
Conversations remain within Inrecruiting and not on personal devices. This ensures:
- operational continuity;
- traceability;
- corporate governance;
- preservation of communication history.
Is it possible to use chatbots or AI automations?
Yes. The WhatsApp Business Platform supports chatbots, automated workflows, API integrations, conversational automations, and AI systems. Available features depend on the evolution of integrations enabled within Inrecruiting.
Can Meta change policies, pricing, or limits over time?
Yes. Meta may change over time:
- operational policies and template categories;
- usage limits and messaging tiers;
- quality rules;
- service pricing.
These changes depend exclusively on Meta and may impact platform usage. It is advisable to periodically monitor the official Meta for Developers documentation.
Why does WhatsApp Business Platform require a more structured approach than traditional WhatsApp?
Because it is not a simple messaging app, but an enterprise platform integrated into business processes. This involves additional aspects related to:
- account governance and ownership;
- security and regulatory compliance;
- sender reputation and communication quality;
- multi-user management and operational continuity;
- integration with workflows and HR systems;
- dependency on policies and decisions of a third-party platform (Meta).
Conversations and interactions with candidates
Can candidates message the company’s WhatsApp number directly?
Yes. A number connected to the WhatsApp Business Platform can receive inbound messages from candidates, even if the company has not sent a message first. For example, a candidate can:
- write directly to the company’s WhatsApp number;
- reply to a received message;
- ask about the status of their application;
- send documents or attachments;
- continue an existing conversation.
Incoming conversations are managed directly within Inrecruiting.
Does the candidate see a normal WhatsApp contact?
Yes. From the candidate’s perspective, the number functions like a regular WhatsApp Business account. The candidate can:
- save the number in their contacts;
- start a conversation;
- send messages;
- attach supported content.
Can candidates send files and attachments?
Yes. Candidates can send supported WhatsApp content such as:
- images;
- PDFs;
- documents;
- voice messages;
- videos.
Availability and handling of content may depend on Meta policies, size limits, and features enabled in Inrecruiting.
Is it possible to limit who can message the number?
No, not natively within WhatsApp. Like any standard WhatsApp number, anyone who knows the number can potentially send a message. For this reason, it is recommended to:
- use dedicated numbers for recruiting;
- define internal processes for managing conversations;
- avoid uncontrolled publication of the number when not necessary.
What happens if a candidate writes outside working hours or on weekends?
Messages are still received in Inrecruiting. The company can:
- respond manually during working hours;
- use automated out-of-office replies;
- configure workflows or chatbots;
- manage conversations at preferred times.
Can spam or irrelevant messages be received?
Yes. Like any public WhatsApp number, a WhatsApp Business Platform sender may receive spam, incorrect messages, or irrelevant contacts. It is advisable to adopt internal processes for monitoring and managing conversations.
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