Meta messaging services for WhatsApp and Instagram

Meta Messaging, or Meta Business Messaging, is the set of official APIs Meta provides so businesses can hold conversations with customers on WhatsApp, Instagram, and Messenger. All three sit on the same Graph API family and the same Business Manager identity, which means one integration surface, one set of credentials, and one place to manage message templates and permissions. The practical difference from a consumer app is scale and control: programmatic sending, webhooks for every inbound event, a shared inbox across as many agents as you need, and automation that runs against your own systems rather than a person copying data between tabs.

The WhatsApp Cloud API is Meta's hosted version of the WhatsApp Business API. Meta runs the messaging infrastructure, so you call Graph API endpoints to send messages and receive webhooks for everything inbound, with no servers to provision for the messaging layer itself. It replaced the self-hosted On-Premises API as the default path for most businesses. To use it you need a WhatsApp Business Account, a registered phone number, and an access token, which Meta Embedded Signup issues in a single OAuth flow. Everything above that layer, the inbox, the automation, the CRM writes, and the analytics, is what we build.

Meta sets the messaging rates, not the platform you connect through. Pricing depends on the category, marketing, utility, authentication, or service, and on the destination country, and Meta publishes the current rate card. That bill goes to you directly because you hold your own WhatsApp Business Account and token. We charge for the engineering work and the platform, and we add no per-message markup on top of Meta's rates. Bring us your monthly message volume and country mix and we will model the running cost before you commit to a build.

Yes, and that integration is usually where the value sits. Conversations read from and write to Salesforce, HubSpot, Zoho, your ERP, your ticketing system, or an internal API, in both directions: an inbound message creates or updates a lead, and a status change in your CRM triggers an outbound template. Flows call authenticated APIs through HTTP request nodes and serverless functions with encrypted secrets. We build these as queue-backed jobs, so a slow downstream system delays a record rather than dropping a customer message.

Yes. Instagram DMs and comment automation land in the same shared inbox as WhatsApp conversations, so an agent works one queue instead of switching apps. Instagram connects through Business Login OAuth and does not require a linked Facebook Page. Automations can target WhatsApp, Instagram, or both channels from a single flow, which matters for campaigns where the customer starts in an Instagram comment and continues the conversation on WhatsApp.

Yes, in two shapes. The first is an AI node inside a deterministic flow: the workflow stays step by step and predictable, and the model handles only the parts that need language, such as intent classification or a free-text answer. You bring your own model through a self-hosted AnythingLLM workspace, so you own the keys, the prompts, and the data. The second is a full retrieval assistant like PrismBot, which runs a three-stage hybrid RAG pipeline with query expansion, parallel semantic and keyword search, and cross-encoder reranking for 4x better retrieval relevance, with sub-300ms vector search and human escalation when the question needs a person.

Conversational commerce is selling and supporting inside the chat thread rather than pushing the customer to a browser. On WhatsApp that means product discovery through interactive buttons and list messages, checkout details collected through WhatsApp Flows multi-screen forms with dropdowns, date pickers, and file upload, then order confirmation, shipping updates, and post-purchase follow-up in the same thread. The gain is measurable: no redirect, no re-authentication, and no lost session between the message that created the intent and the form that captures it.

Connecting a number is fast. Meta Embedded Signup completes the OAuth flow and subscribes webhooks in minutes, and a first published automation can be live within a day or two. Message template approval from Meta typically takes 24 to 48 hours. What sets the real timeline is the integration work behind the messages: CRM writes, catalogue lookups, payment status, and the flows your team needs on day one. We scope that in discovery and give you a dated plan rather than a range.

You do. We work bring-your-own-key: you hold the WhatsApp Business Account, the phone number ID, and the Cloud API access token, and we connect on your behalf rather than reselling API access. Tokens are encrypted at rest with AES-256-GCM and are never logged or returned in API responses. Every workspace is scoped as its own tenant across the database, and sensitive actions are written to an audit log. For the AI layer, models can run inside your own infrastructure so conversation content never leaves it.

Meta retries webhooks, aggressively and by design, so a naive handler creates duplicate records the first time a delivery is retried. We hash every webhook event into an idempotency key stored under a unique constraint: a repeat delivery hits a duplicate key error and returns 200 immediately, with no processing and no second record. A queue worker then claims unprocessed events in batches of 50 every 10 seconds, decoupled from the HTTP response. In production on our own console that design holds webhook-to-inbox latency under 10 seconds with zero duplicate messages processed.