What is BSP?

What is BSP?

A BSP (Business Solution Provider) is a company authorized by Meta to provide access to the WhatsApp Business API. Before Meta launched its Cloud API (direct access), BSPs were the only way to use the WhatsApp Business API. BSPs handle the technical infrastructure, provide management dashboards, and often bundle additional features like chatbot builders, template management, and analytics.

Today, businesses can choose between direct Cloud API access (through Meta) or BSP-mediated access. Many support platforms (including Converge) handle WhatsApp integration directly through Meta's Cloud API, eliminating the need for a separate BSP relationship. This simplifies setup and often reduces costs.

Why BSP Matters

Choosing the right WhatsApp access method affects cost, setup complexity, and feature availability. BSPs charge markup on Meta's per-conversation fees (sometimes 2-5x), but provide value through managed infrastructure, dedicated support, and additional tools. Direct Cloud API access through your support platform is typically cheaper but requires the platform to handle the integration.

For most small-to-mid-size businesses using a unified inbox platform, a separate BSP is unnecessary—your support platform handles the WhatsApp API connection directly. BSPs are more relevant for enterprises with complex messaging needs (high-volume broadcast campaigns, custom chatbot flows) that go beyond standard support use cases.

BSP in Practice

A company initially used a BSP for WhatsApp access, paying $0.12 per conversation (BSP markup on Meta's $0.04 base rate) plus a $99/month platform fee. When they migrated to a support platform with direct Cloud API integration, they paid only Meta's base conversation rates with no BSP markup. Annual savings were approximately $2,400 in conversation fees plus $1,188 in platform fees—all while getting better integration with their support workflow because WhatsApp conversations lived alongside all other channels in one inbox.