Buyer guide
How to choose a WhatsApp BSP: ten questions to ask
The questions that separate providers once you get past the feature list — markup, seats, contract shape, quality-rating support and who answers at 11pm on a sale day.
Ask every vendor these
1. What is your per-message markup?
Ask for it as a percentage over Meta’s published rate, per category. “Bundled credits” usually hides 10–30%.
2. What does an agent seat cost?
Support headcount grows; seat pricing turns a growing team into a growing bill.
3. Do you bill in INR with GST?
And can the WABA be created with INR selected? It cannot be converted later.
4. Who owns the WABA?
It must be your Business Manager. If the provider owns it, migrating later means starting over.
5. What happens to my quality rating?
Ask for the alerting and the playbook, not just a dashboard.
6. Is the AI agent an add-on?
Ask what it is grounded on and what it costs at 100K conversations.
7. What is the minimum commitment?
Annual contracts and committed volume are where the leverage disappears.
8. How do you handle template rejections?
Pre-submission review is the difference between 41 hours and two weeks.
9. Where does email actually send from?
Your own SES identity, or a shared pool whose reputation you do not control?
10. Who answers at 11pm on sale day?
A ticket queue, or an engineer in a shared channel?
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