WhatsApp Business API for lead qualification in India: Cloud API vs BSP
How to get a WhatsApp Business number that an AI agent can answer from, what templates and opt-ins you need, what it costs, and where BSPs still make sense.
If you want an AI agent to answer leads on WhatsApp, the first decision is not the model — it is how you get onto the WhatsApp Business Platform, on which number, and under what rules. Here is the path we use for Indian businesses, what it costs, and the traps.
Cloud API direct vs a BSP
Meta's Cloud API lets you connect directly through a Meta Business account with no per-message markup beyond Meta's own conversation pricing. A Business Solution Provider (BSP) wraps the same API with a dashboard, support and often a markup. Direct is cheaper and gives your agent full control; a BSP makes sense when a non-technical team must manage templates and inboxes without a developer.
The number
Use a dedicated number (a new SIM, a virtual number or a landline that can receive one verification call). Once registered on the API it cannot be used in the WhatsApp app. Do not migrate your founder's personal number.
Business verification and display name
Meta verifies the legal entity (CIN, GST, website). Until verified, messaging limits are low. Start verification on day one; it is the longest step.
Templates and the 24-hour window
You can reply freely for 24 hours after a customer messages you. Outside that window, or to start a conversation, you must use an approved template. An inbound agent lives inside the window; follow-ups the next day use templates, and those must be written to pass review.
Opt-in and consent
Customers must have opted in to receive proactive messages (form checkbox, keyword, or the enquiry itself for the reply). Keep the record; it is what protects you when someone reports a message as spam and your quality rating drops.
What the agent can actually do
Reply in seconds on the same thread, ask one qualifying question at a time, read the customer's own words, book a slot on a real calendar, and hand off to a person with the transcript — all through webhooks on the Cloud API. Voice is separate: inbound calls in India need an Exotel-class provider and outbound AI calls need TRAI 140/1600-series numbers.
Costs to plan for
Meta's conversation pricing by category (marketing, utility, authentication, service), your hosting and the model calls. For a lead-qualification agent the model cost per conversation is small next to the value of one booked meeting.
We build inbound agents on the Cloud API directly, with Quotarider as the CRM behind them. The real estate and fintech pages show the flows; send your lead sources to enquiry@xdqlabs.com and we will scope it.
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Want this built for your company?
A short brief to enquiry@xdqlabs.com gets a scope and a fixed price within two working days — or a straight answer that it isn't a fit.