WhatsApp Business setup for trades, end to end

Personal WhatsApp: only if you are pre-revenue

A personal account is the right tool when you handle one or two enquiries a day and the conversation IS the qualification. Saves zero pounds because it costs nothing to start, but you cannot scale: no separate business profile, no automated replies, no integration with the rest of your stack.

If you are running paid ads, you outgrow it in week two. The personal account is also a problem when the business sells: your phone goes with you, not with the buyer.

WhatsApp Business app: the right default for solo trades

The Business app is a separate install with a business profile (address, hours, website link, services). You can save quick-reply templates and toggle an away message. Free, works on one phone, no API.

Best for: solo tradespeople handling 5-50 enquiries a week, no team, no booking system integration. Set the away message to your missed-call text-back script and you have covered the basics.

WhatsApp Business Platform (Cloud API): once you are running ads

The Platform is the Meta-hosted API. It costs per outbound conversation (UK utility messages are about £0.025, marketing messages about £0.080, charged by Meta). You can have unlimited agents replying from one number, automation routing, integration into CRMs, lead inbox.

Best for: anyone running £100/week or more in ads, anyone with a team-mate handling enquiries, anyone who wants leads from WhatsApp to flow into a pipeline automatically. The breakeven on cost vs. retained leads is roughly 30 conversations a week.

The verification step everyone hits

To run the Platform you need a verified Meta Business Manager. This is a separate check (business registration document, owner ID, optional domain verification) and takes 1-7 days. Plan for the gap: do not order WhatsApp templates before the business is verified.

You also need a phone number that is NOT already in WhatsApp. If your personal phone has WhatsApp, that number cannot move to the Platform without deleting the personal account first. Most trades buy a new SIM or VoIP number for the business — easier than burning a 4-year-old conversation history.

Template messages: what gets approved, what gets rejected

For outbound messages outside a 24-hour conversation window, you must send a pre-approved template. Approved: appointment reminders, order updates, "we are running late", booking confirmations. Rejected: promotional offers ("10% off this week"), generic check-ins ("just touching base").

Submitting templates is a 24-48 hour review per template. Submit your core templates (appointment confirmation, day-before reminder, post-job feedback ask) in week one. Iterate them once the business is live.

Pair WhatsApp Platform with everything else

:Impact ships WhatsApp Platform integration via Twilio. Templates are pre-loaded for trades, hospitality, beauty, and auto. The inbox merges WhatsApp + SMS + email + Instagram DM + Messenger into one timeline per lead so a conversation that starts on WhatsApp can continue on email without losing context.