Creating new WABA
What is a WABA?
A WhatsApp Business Account (WABA) is the account structure that enables businesses to use the WhatsApp Business API to message customers at scale. A WABA connects:
A phone number
A Meta Business Account
Messaging capabilities through the API
Since October 2025, the Cloud API is the only available model for using the WhatsApp Business API.
Before creating a WABA, businesses must ensure they meet all prerequisites.
Ways to Create a WABA
A WABA can be created in three different scenarios:
1️. Using a New Phone Number
A business may register a phone number that has never been used in any WhatsApp account. This process happens through Embedded Signup, either via:
An Integration Partner
The 360dialog signup page
During this process, the business may:
Create a new Meta Business Account
Connect to an existing one
2️. Using a Number Already in WhatsApp App
Since February 2025, a phone number currently used in WhatsApp App (Android, iPhone, or WhatsApp Business App) can be onboarded to the API without deleting it. After onboarding, the number can:
Send messages at scale through the API
Continue 1:1 messaging via the WhatsApp Business App
3️. Creating a WABA in the 360Dialog Hub
Businesses can start an Embedded Signup directly from the 360Dialog Client Hub to:
Create new WABAs
Move numbers between WABAs
Migrate numbers from On Premise (legacy) to Embedded (using the same Business Manager)
What Happens After WABA Creation
WhatsApp Commerce Policy Review
After the WABA goes live, WhatsApp reviews the account for compliance with the WhatsApp Commerce Policy.
The review happens in the background
If the account is not approved, it is immediately blocked
The business may:
Appeal through a support ticket, or
Delete the number and go back to the WhatsApp Business App.
Compliance is essential to keep the WABA active.
API Deployment and Access
Once Embedded Signup is completed, the WhatsApp Business API Client is deployed. After deployment, access to the API may require:
Generating an API key, or
Granting permissions to an Integration Partner: in the 360Dialog Hub, Partner permissions can be managed in the menu bar in the top of the Hub> Partner> Partner Permissions
Partner permissions can be managed directly in the 360Dialog Hub.
Messaging and Phone Number Limits
After number registration, businesses can immediately:
Respond to unlimited customer-initiated conversations
Send business-initiated messages to 250 unique customers per rolling 24 hours
Register up to 2 phone numbers, assigned to one or two WABAs
To scale beyond these limits, businesses must complete Business Verification.
Business Verification and Scaling
Business Verification allows businesses to:
Increase messaging limits (1K → 10K → 100K → unlimited unique customers/day)
Add more than two phone numbers
Request an Official Business Account (OBA)
After verification, WhatsApp also reviews the Display Name, following strict naming guidelines.
Billing
Billing begins as soon as the number registration is completed and the Embedded Signup succeeds. In some cases:
The API Client may deploy before the number is fully registered
The business may need to manually complete registration in the 360dialog Hub
Errors and Corrections
If onboarding mistakes occur, such as:
Number assigned to the wrong WABA
WABA linked to the wrong Meta Business Account
Missing payment method
360dialog can correct them if reported within 14 days.
Phone Number Requirements
Any number capable of receiving international SMS or calls can be registered. In Brazil:
Landline, mobile, and 0800 numbers are accepted
Formatting must match Anatel records
National short numbers (3003, 4004) cannot be registered unless converted to a DDD-based format—and will lose national status once registered
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