WhatsApp Business app vs Cloud API
When to move off the free app, and what breaks if you don't.
WhatsApp Business app
The free WhatsApp Business app: one number, one owner, no monthly fee. Great for sole traders. Not designed for a team.
Stitch
Stitch runs on the official WhatsApp Cloud API. One shared number, unlimited seats, CRM sync, GDPR-safe audit trail, and no risk of Meta banning your number for policy violations.
The free WhatsApp Business app is designed for one person, one phone. It caps at ~4 linked devices, stores data on the handset, has no CRM sync, no audit trail, and violates WhatsApp's own Terms of Service the moment multiple staff share the login. The official Cloud API, accessed through a Meta Business Partner like Stitch, fixes every one of those problems.
| Feature | Stitch | WhatsApp Business app |
|---|---|---|
| Multiple staff on one number | Unlimited seats, official | Against WhatsApp ToS |
| Data ownership when staff leave | Fully retained in the platform | Leaves on their phone |
| CRM sync (HubSpot, Reapit, Alto…) | ||
| Audit trail / SAR export | ||
| Automations & chatbots | ||
| Broadcast to opted-in lists | Unlimited, template-based | 256 contacts max, manual |
| Verified green tick brand profile | ||
| Risk of Meta ban | Zero, official partner | High if used by team |
Our honest verdict
If you're one person, the free app is fine. If you're a team, you need the Cloud API, and Stitch is the fastest UK-supported way to get on it.
Centralise WhatsApp first. Automate everything after.
Book a 20-minute walkthrough. We'll show you how Stitch pulls every WhatsApp chat into one shared workspace, synced to your CRM, owned by the team, ready for automation to layer on top.