You can do this directly with Meta’s WhatsApp Business Platform (Cloud API) from your own app/website. Below is a complete, no-BSP, end-to-end checklist you can follow. I’ve included short code samples and the exact places in Meta where each step lives.

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Prerequisites (before you start)

• A Meta Business account (Business Manager) with admin access.
• A Meta Developer account.
• A phone number that can receive SMS/voice for verification (new number is easiest; existing numbers can be onboarded or migrated).
• A public HTTPS endpoint for webhooks (e.g., yourdomain.com/whatsapp/webhook).
• Basic server (Node, PHP, etc.) to store tokens safely and call the Graph API (never call it from the browser). ()

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Step-by-step setup (Cloud API, hosted by Meta)

1) Create a Meta App & add the WhatsApp product

1. Go to Meta for Developers → My Apps → Create App (choose “Business”).
2. In your app, Add Product → WhatsApp.
3. Open the WhatsApp product’s Getting Started page.
   This creates the base assets and guides you through initial test-message steps. ()

2) Create/confirm your WhatsApp Business Account (WABA)

• In Business Manager → Accounts → WhatsApp Accounts (WhatsApp Manager) you’ll see or create your WABA and manage numbers, templates, metrics, etc. ()

3) Verify your business in Business Manager (Production requirement)

• Business Settings → Security Center → Start Verification.
• Submit legal details and documents. Admin privilege is required.
  Business verification unlocks production sending at scale and higher limits. (, )

4) Request Display Name approval

• Your WA display name must follow Meta’s rules (no “official”, no Meta brands in the name, must reflect your business).
• Submit/approve in WhatsApp Manager when adding the number. ()

5) Add a phone number (new number) or onboard/migrate an existing one

A. New number (simplest):

• In App Dashboard → WhatsApp → Configuration → Add phone number, verify via SMS/voice, and you’ll receive a Phone Number ID. (, )

B. Existing number options:

• Embedded Signup supports numbers already used with the WhatsApp Business App (special flow).
• Migrate a number from one WABA/BSP to another with Embedded Signup; you keep display name, quality rating, and limits. (, )

You’ll end up with two IDs you’ll use everywhere: your WABA ID and your Phone Number ID. Keep both.

6) Generate a permanent access token (server-side only)

• In Business Settings → Users → System Users, create a system user, assign your app + WhatsApp permissions, then Generate Token.
• Store the token in your backend secrets manager; do not embed in client code. ()

7) Set up your Webhook endpoint & subscribe

1. Build an HTTPS endpoint that can respond to the verification handshake with hub.challenge when Meta calls it.
2. In App Dashboard → WhatsApp → Configuration, add your Callback URL and Verify Token and Verify & Save.
3. Subscribe to message and status events; use the “Send test” button to check delivery to your endpoint. (, , )

Tip (verification): your endpoint must echo back the hub.challenge when it receives the GET verification call. After saving, you’ll start receiving JSON webhooks for inbound messages, delivery/read receipts, and errors. ()

8) Create Message Templates (Marketing / Utility / Authentication)

• Create in WhatsApp Manager or via the Business Management API; wait for approval.
• You’ll reference templates by name (+ language) when sending. (, )

9) Understand 2025 pricing & free windows (so your flows are cost-efficient)

• As of July 1, 2025, Meta charges per delivered message for template categories (Marketing, Utility, Authentication) with country-based rate cards and volume tiers (discounts for Utility & Authentication).
• Service replies during the 24-hour customer service window are free; Utility templates sent inside that window are free.
• Free Entry Point (FEP): Messages are free for 72 hours when the user comes from Click-to-WhatsApp Ads or Page CTA and you reply within 24h. (, )

10) Send your first message (from your backend)

cURL (text message)

curl -X POST "https://graph.facebook.com/v19.0/PHONE_NUMBER_ID/messages" \
  -H "Authorization: Bearer YOUR_PERMANENT_ACCESS_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "messaging_product":"whatsapp",
    "to":"<E164_RECIPIENT>",
    "type":"text",
    "text":{"body":"Hello from the WhatsApp Cloud API!"}
  }'
Code language: PHP (php)

Use /{PHONE_NUMBER_ID}/messages; same endpoint for text, media, interactive, or template sends. ()

Prefer testing with Meta’s official Postman collection—it has ready-made calls for send, template, media, etc. ()

11) Handle delivery, read, and errors (webhooks)

• Update your DB on sent / delivered / read / failed; implement retries with backoff for transient errors (e.g., throughput 130429).
• Keep webhook response times fast (<200 ms) to avoid drops. (, )

12) Go from test to production

• After business verification, display name approval, and approved templates, you can send to any opt-in user (not just test recipients).
• Remove test tokens and use the system user token in production. ()

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Compliance & policy must-dos

Opt-in & content rules

• You must have clear user opt-in (on your site/app, form, or chat) and follow WhatsApp’s Business Messaging Policy. Store consent (time/IP/method).
• Respect the template categories and avoid spammy content; users can block/report—low quality hurts your limits. ()

Rate limits & messaging limits

• Throughput: Cloud API supports ~80 messages/sec per number by default; eligible accounts auto-upgrade up to 1,000 mps.
• Messaging limits (by phone number): new numbers start low (e.g., 250/1k), and scale to 10k → 100k → unlimited based on quality & volume. ()

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Minimal production architecture

Client (web/app) → Your Backend API (stores token, picks template, logs send) → Meta Graph API (Cloud API)
Meta Webhooks → Your Backend Webhook (updates message status, triggers retries, analytics). ()

Key objects to store

• waba_id, phone_number_id, display_name, permanent_access_token
• Templates (name, category, language, status)
• Messages (to, template/text, meta_message_id, status, error_code)

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Common pitfalls & fixes

• Webhook verification fails → ensure you echo hub.challenge exactly and verify token matches the one configured. ()
• 130429 throughput reached → you’re sending too fast; throttle below 80 mps or request/qualify for higher tiers. ()
• Template rejected → align with policy; avoid promotional content in Utility/Auth; include sample variables. ()
• Display name not showing → confirm display name approved and number in Connected state in WhatsApp Manager. ()

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Optional, money-saving add-ons (direct with Meta)

• Click-to-WhatsApp Ads / Page CTA to trigger 72-hour free messaging windows (great for onboarding & flows).
• Use Service + Utility (inside CSW) wherever possible; reserve Marketing for necessary promos. (, )

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Quick checklist

• Create Meta App & add WhatsApp product. ()
• Ensure WABA exists in WhatsApp Manager. ()
• Complete Business Verification. ()
• Submit Display Name for approval. ()
• Add/migrate phone number → get Phone Number ID. ()
• Create System User & generate permanent token. ()
• Build & verify Webhook; subscribe to events. ()
• Create templates (Marketing/Utility/Auth) & get approval. ()
• Send test message via /{PHONE_NUMBER_ID}/messages. ()
• Go live (respect pricing windows & limits). ()

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Short & clear

1. WhatsApp Cloud API: Direct Integration with Meta (2025)
2. Send WhatsApp Messages Directly via Meta (No BSP)
3. WhatsApp Business Platform: End-to-End Setup Guide
4. Meta WhatsApp Cloud API: Step-by-Step for Apps & Websites
5. WhatsApp Business Messaging: Direct Meta Setup

Step-by-step / how-to

6. How to Enable WhatsApp Messaging Directly with Meta (Cloud API)
7. From Zero to Live: WhatsApp Business Cloud API Setup (2025)
8. Implement WhatsApp Messaging in Your App—No Third-Party Needed
9. WhatsApp Business Platform Setup: Templates, Webhooks, Tokens & Go-Live
10. Direct WhatsApp Messaging with Meta: A Complete Developer Guide

Business/India-focused

11. Cheapest Path to WhatsApp Messaging in India: Go Direct with Meta
12. Scale WhatsApp Messaging for SMBs & Enterprises—Direct with Meta
13. Meta WhatsApp Cloud API for OTP, Alerts & Marketing (India Guide)
14. Enterprise-Ready WhatsApp Messaging: Direct Integration Blueprint
15. WhatsApp Business Messaging Compliance & Setup (No BSP)

Premium/evergreen

16. The Definitive Guide to Meta’s WhatsApp Business Platform (2025)
17. Production-Ready WhatsApp Cloud API: Architecture, Limits, Pricing
18. WhatsApp Messaging via Meta: Secure, Scalable, and Cost-Efficient