Decision: Pick Meta Cloud API if you have dev bandwidth and want lowest cost at volume; choose a BSP (Twilio, WATI, Gupshup) for UI + integrations + managed operations; use Unipile or Evolution API for fast onboarding with minimal red tape.
The three paths
Meta Cloud API (official, direct) [1] — Fully hosted by Meta, handles 500 msgs/sec. You pay Meta per delivered message; no infrastructure cost. Requires business verification and template approval (weeks). Best for: teams with engineering resources who want lowest cost at massive scale.
Business Solution Providers (BSPs) [2] — Twilio [3], WATI [4], Gupshup [5], Infobip [6], and dozens more sit on top of Cloud API, bundling UI, integrations, and operations. You pay markup on messages (often 15–20%) plus tooling fees. Best for: SMBs and teams needing shared inbox, flows, and CRM connectors out of the box.
Alternatives for faster onboarding — Unipile [7] uses QR-code auth (no business verification) and ships in 2–3 days. Evolution API [8] ⭐ 2.8k is open-source, self-hosted on your infrastructure, supporting both Baileys (free, web-based) and Cloud API backends. Best for: prototypes, dev teams, or strict-control environments.
Provider comparison
| Provider | Model | Setup | Messaging cost | Tooling | Best for |
|---|---|---|---|---|---|
| Meta (direct) | Cloud API | Weeks (business verification) | Pay Meta directly | Build your own | Engineering-heavy, massive scale |
| Twilio | Cloud API markup | Days (if verified account exists) | $0.005/msg + Meta fee | Good SMS interop | Existing Twilio users |
| WATI | Cloud API markup | Days | ~20% markup + $49–299/mo | Shared inbox, flows | SMBs, no-code teams |
| Gupshup | Cloud API markup | Days | High-volume rates | AI chatbot, localization | India/SEA markets |
| Unipile | Alternative API | 2–3 days (QR auth) | Unknown per-message | Managed | Speed over official channel |
| Evolution API | Self-hosted or Cloud API | Hours (Docker deploy) | Backend dependent | None (DIY) | Full control, dev teams |
Cost illustration
At 1M marketing messages/month in the US [9]:
- Meta direct: ~$25k (Meta fee only)
- Twilio: ~$30k ($25k + $5k markup)
- WATI: ~$35k+ ($25k + 20% + subscription)
For India or high volume, Gupshup’s flat rates typically beat percentage markups.
On-premise (deprecated)
Meta deprecated the on-premise Business API in October 2025. Self-hosted now means: Evolution API + Cloud API backend (still pays Meta), Baileys-based free options (technical, less reliable), or Unipile’s managed service. No true “self-hosted free” path to Meta’s official network remains [2].