If you really want to use WhatsApp to scale marketing campaigns, you'll soon discover the limitations of the Business App.
First of all, you can only send messages to people that have your number saved in their contacts. That's a HUGE limitation for reaching out to new audiences.
In addition, there's a maximum of 256 unique recipients per broadcast list. That's not a lot if you're serious about scaling your campaigns. And make no mistake, if you try to send out messages to more users, WhatsApp will block your account.
You also don't have access to WhatsApp templates on the Business App. So you can't automate or schedule messages, but have to type them from scratch every single time.
Chatbots are also not possible on the Business App. That can actually be very helpful when users respond to your broadcast messages.
Then, you can have a chatbot automatically take over, and not only give an immediate response, but also collect valuable information.
Finally, there's also no way to connect a CRM system, which makes personalizing campaigns on the Business App very complicated. And you won't be able to get the green tick, as that's an exclusive feature of the API.
That's why companies that really want to get the most out of the WhatsApp broadcast tool for their marketing switch to the WhatsApp Business API.