Brevo WhatsApp: How It Works, Pricing, and Setup

Email is great. SMS works well. But WhatsApp? That’s where your customers actually live. Over 2 billion people use WhatsApp every day. They check it constantly. Messages get read within minutes. For businesses trying to reach customers, that kind of attention is gold.

Brevo WhatsApp integration lets you send marketing campaigns, automated messages, and transactional notifications through WhatsApp — all from the same platform you use for email and SMS. It’s built on the official WhatsApp Business API, which means you’re working within Meta’s approved system. No shady workarounds.

In this guide, I’ll explain how Brevo WhatsApp works, what it costs, and how to set it up. Whether you want to send abandoned cart reminders or order confirmations, you’ll know exactly what to do by the end.

What Is Brevo WhatsApp Marketing?

Brevo WhatsApp marketing is a feature that lets you send WhatsApp messages to your contacts directly from the Brevo platform. You can send promotional campaigns, transactional alerts, and automated messages — all integrated with your existing email and SMS workflows.

Here’s the important context. WhatsApp doesn’t let just anyone send bulk messages. You need access to the WhatsApp Business API. Brevo is an official Meta Business Solution Provider (BSP), which means they have direct, approved access to this API. When you use Brevo for WhatsApp, you’re using legitimate infrastructure.

Why does this matter for your business? The numbers speak for themselves. WhatsApp messages see open rates around 98%. Compare that to email’s 20-25%. People actually read WhatsApp messages. They don’t ignore them like promotional emails sitting in a crowded inbox.

Brevo added WhatsApp capabilities starting in 2023 and has expanded features significantly through 2026. The current version includes:

• WhatsApp marketing campaigns to opted-in subscribers
• Automated WhatsApp messages triggered by customer actions
• Transactional messages like order confirmations and shipping updates
• Two-way conversations for customer support
• Integration with email and SMS in multichannel workflows

The platform works on a pay-as-you-go credit system. You buy WhatsApp credits and use them when you send messages. Credits don’t expire, which is nice. There are no setup fees, and pricing doesn’t change based on media or template length.

For small businesses and ecommerce stores, Brevo WhatsApp opens a direct line to customers. You’re not competing with hundreds of other emails. You’re landing in a messaging app people check dozens of times per day.

The engagement difference is real. Businesses using WhatsApp alongside email report 20% higher engagement rates and 3x better response rates for order-related messages.

Brevo WhatsApp Features

Brevo treats WhatsApp as a full marketing channel, not just a messaging add-on. You get campaign tools, automation capabilities, and analytics — similar to what you’d expect from email.

The feature set has grown significantly since the initial 2023 launch. By December 2025, Brevo offered unlimited contacts, unlimited users, and unlimited phone numbers on their WhatsApp plans. Template approvals became faster, and no-code automation made setup accessible to non-technical users.

Let me break down the two main feature areas: campaigns and automation.

WhatsApp Campaigns and Templates

Sending WhatsApp messages isn’t like sending emails. You can’t just write whatever you want. WhatsApp requires approved templates for any message sent outside a 24-hour conversation window.

Here’s how it works. You create a message template in Brevo. That template gets submitted to Meta for approval. The review usually takes about 24 hours. Once approved, you can use that template for campaigns.

Templates can include:

• Text with personalization variables (like {{first_name}})
• Images, videos, or documents
• Buttons for quick replies or links
• Dynamic content pulled from your CRM data

The approval process exists to prevent spam. Meta reviews templates to ensure they follow WhatsApp Business policies. Promotional content is allowed, but you need clear opt-in from recipients. Misleading or aggressive messaging gets rejected.

Once your templates are approved, sending campaigns is straightforward. You select your audience from your Brevo contact list. You choose your approved template. You personalize it with contact data. Then you send or schedule.

Bulk WhatsApp campaigns work well for:

• Product announcements
• Flash sales and limited offers
• Event invitations
• Newsletter-style updates
• Seasonal promotions

One thing to note. You can’t edit templates after submitting them for approval. If you need changes, you create a new template and submit again. Plan your messaging carefully before requesting approval.

Brevo offers unlimited template approvals on paid plans. There’s no cap on how many templates you can have active. This gives you flexibility to create different messages for different segments and use cases.

WhatsApp Automation and Workflows

This is where Brevo WhatsApp gets really powerful. You can automate WhatsApp messages based on customer behavior — just like email automation.

The visual workflow builder handles WhatsApp the same way it handles email and SMS. You set a trigger, add conditions, include delays, and specify the WhatsApp message action. The system runs automatically once activated.

Common WhatsApp automation triggers include:

• Abandoned cart: Customer adds products but doesn’t buy. Wait one hour. Send WhatsApp reminder with cart contents.
• Order confirmation: Purchase completed. Immediately send WhatsApp confirmation with order details.
• Shipping update: Package ships. Trigger WhatsApp message with tracking information.
• Welcome message: New contact opts in. Send WhatsApp welcome within minutes.
• Appointment reminder: Event scheduled. Send WhatsApp reminder 24 hours before.
• Post-purchase follow-up: Order delivered. Wait three days. Send WhatsApp requesting feedback.

Multichannel workflows combine WhatsApp with email and SMS. You might send an email first. If it’s not opened within 24 hours, the workflow automatically sends a WhatsApp message instead. This increases your chances of reaching the customer.

No-code integrations through tools like Appy Pie and Albato expand automation possibilities. You can trigger WhatsApp messages based on Brevo events like email opens, form submissions, or contact list additions — all without writing code.

For ecommerce specifically, the Shopify and WooCommerce integrations enable powerful automations. Cart data, order information, and customer details flow into Brevo automatically. Your WhatsApp messages can include specific product names, prices, and images.

Businesses using automated WhatsApp see significantly better results than manual campaigns. The timeliness makes a difference. A WhatsApp reminder one hour after cart abandonment performs better than an email sent the next day.

Brevo WhatsApp Pricing: How It Works

Brevo uses a pay-as-you-go model for WhatsApp. You buy credits and spend them when you send messages. This is separate from your email quota.

The pricing structure is straightforward. There are no setup fees. No recurring charges just for WhatsApp access. You only pay for messages you actually send.

Here’s what the plans look like in 2026:

These plans cover the platform features. The actual message costs are separate and based on pay-per-message credits.

WhatsApp pricing follows Meta’s conversation-based model. Conversations fall into categories:

• Utility conversations: Order updates, account notifications, transactional messages
• Marketing conversations: Promotional content, offers, product announcements
• Authentication conversations: OTPs, verification codes

Marketing conversations typically cost more than utility conversations. Prices also vary by country. Messages to recipients in India cost differently than messages to the US or UK.

Here’s the good news. Brevo credits don’t expire. Buy them now, use them whenever. There’s no pressure to send messages just because credits are sitting there.

Additional pricing notes:

• Free API access with pay-per-message
• Price doesn’t increase for media (images, videos)
• Price doesn’t change based on template length
• Unlimited templates and approvals included
• Extra users cost around €13/month on Pro plans

For most small businesses, the costs are manageable. If you’re sending a few hundred WhatsApp messages per month for order confirmations and abandoned cart reminders, you’re looking at small amounts. High-volume senders should calculate based on their specific country rates.

The first 1,000 WhatsApp messages per month are free on certain paid Brevo plans. This gives you room to test without spending on credits immediately.

How to Set Up Brevo WhatsApp

Setting up WhatsApp in Brevo requires connecting your WhatsApp Business account through Meta. It’s not complicated, but there are specific steps to follow.

Before you start, you’ll need:

• A Brevo account (free or paid)
• A Facebook Business Manager account
• A phone number for WhatsApp Business (not already linked to regular WhatsApp)
• Business verification documents (for full access)

The setup process has two main phases: connecting your account and creating your first campaign.

Connecting WhatsApp Business API to Brevo

Here’s the step-by-step process to connect WhatsApp to your Brevo account.

Step 1: Access WhatsApp settings in Brevo

Log into your Brevo dashboard. Look for the WhatsApp section in your channels or integrations menu. Click to begin the setup process.

Step 2: Connect Facebook Business Manager

Brevo will prompt you to log into Facebook. This connects your Meta Business Manager account. If you don’t have a Business Manager account, you’ll need to create one first.

Follow the prompts to authorize the connection. Brevo needs permission to access your WhatsApp Business account through the API.

Step 3: Register your phone number

You need a phone number dedicated to WhatsApp Business. This can’t be a number already registered with regular WhatsApp. You can either:

• Use a new phone number
• Migrate an existing WhatsApp Business number

Brevo walks you through number verification. You’ll receive a code via SMS or voice call to confirm ownership.

Step 4: Complete business verification

For full messaging capabilities, Meta requires business verification. This involves submitting documents proving your business exists — things like business registration, utility bills, or bank statements.

Unverified accounts are limited to 50 messages per day. Verified accounts get unlimited sending (within normal rate limits). Complete verification as soon as possible.

Step 5: Get the green tick (optional)

The blue/green verification tick shows customers your business is legitimate. It’s included in Brevo’s Basic plan and above. The verification process requires meeting Meta’s standards for authentic, notable businesses.

Once connected, your WhatsApp channel appears in Brevo alongside email and SMS. You can start creating templates and building automations.

Creating Your First WhatsApp Campaign

With your account connected, here’s how to send your first WhatsApp campaign.

Step 1: Create a message template

Go to your WhatsApp templates section in Brevo. Click to create a new template. Give it a clear name you’ll recognize later.

Write your message content. Keep it concise — WhatsApp isn’t the place for long-form content. Add personalization variables like {{first_name}} where appropriate.

Choose your template category:

• Marketing (promotional content)
• Utility (transactional updates)
• Authentication (verification codes)

Add buttons if needed — quick reply options or links to your website.

Step 2: Submit for approval

Submit your template to Meta for review. This typically takes about 24 hours. You’ll receive notification when it’s approved or rejected.

If rejected, review Meta’s feedback. Common rejection reasons include:

• Missing opt-out instructions
• Misleading content
• Prohibited content categories
• Grammar or formatting issues

Fix the issues and submit a new template.

Step 3: Select your audience

Once approved, create your campaign. Choose which contacts receive the message. You can select entire lists or use segments based on attributes and behavior.

Important: All recipients must have opted in to receive WhatsApp messages from you. Sending to non-consenting contacts violates WhatsApp policies and can get your account suspended.

Step 4: Personalize and preview

Map your template variables to contact data fields. Preview how the message will look with real data. Check that personalization renders correctly.

Step 5: Send or schedule

Choose to send immediately or schedule for a specific date and time. Consider your audience’s timezone and typical WhatsApp usage patterns.

Step 6: Monitor results

After sending, track delivery rates, read rates, and response rates in your Brevo dashboard. WhatsApp analytics show you exactly how the campaign performed.

That’s it. Your first Brevo WhatsApp campaign is live.

Brevo WhatsApp Best Practices and Compliance

WhatsApp has stricter rules than email or SMS. Breaking these rules can get your account suspended. Follow these best practices to stay compliant and effective.

Get proper opt-in consent

This is non-negotiable. You must have explicit permission before sending WhatsApp messages to anyone. Implied consent doesn’t count. They need to specifically agree to receive WhatsApp messages from your business.

Good opt-in methods include:

• Checkbox on forms specifically mentioning WhatsApp
• Click-to-WhatsApp ads where users initiate contact
• QR codes with clear WhatsApp messaging indication
• Existing customers who text you first

Document your consent records. If Meta asks, you need proof that recipients opted in.

Understand the 24-hour messaging window

WhatsApp has a concept of messaging windows. When a customer messages you, a 24-hour window opens. During this window, you can send any type of message freely.

Outside this window, you can only send approved template messages. This prevents businesses from spamming people with unlimited messages.

For marketing campaigns to cold contacts, you’ll always use templates. For customer support conversations, you can respond freely within the 24-hour window.

Follow template guidelines

Templates must meet Meta’s content policies:

• No misleading information
• No prohibited content (weapons, adult content, etc.)
• Clear sender identification
• Easy opt-out mechanism
• No excessive formatting or symbols

Keep templates professional and valuable. Spammy templates get rejected — or worse, get your account flagged.

Respect messaging frequency

Just because someone opted in doesn’t mean they want daily messages. WhatsApp feels more personal than email. Overusing it irritates customers and increases complaints.

Recommended frequency:

• Transactional: As needed (order updates, confirmations)
• Promotional: 1-4 times per month maximum
• Support: Only when customer-initiated

Handle opt-outs promptly

When someone wants to stop receiving messages, process that immediately. WhatsApp users can also block you directly, which hurts your sender quality score.

Include clear unsubscribe options in your messages. Something like “Reply STOP to unsubscribe” works.

Verify your business

Complete Meta’s business verification as soon as possible. Unverified accounts have severe daily limits (50 messages). Verified accounts get full access plus the trust signal of the verification tick.

Following these practices protects your account and builds customer trust. WhatsApp marketing works best when customers genuinely want to hear from you.

FAQs About Brevo WhatsApp