WhatsApp Business API

The WhatsApp Business API Channel enables you to manage customer communication at scale through a centralized and structured system.

By connecting your official WhatsApp account to Cekat, every interaction becomes part of a unified workflow—allowing you to handle messages in real time, automate responses, collaborate across teams, and maintain full compliance with WhatsApp policies.

All conversations are managed in a single inbox with synchronized customer context, ensuring every interaction is trackable and actionable. Messages can be handled in real time, automated through AI and workflows, and distributed across agents based on your team structure.

Outbound communication is supported through pre-approved templates, while inbound conversations follow the 24-hour session window—ensuring compliance with WhatsApp Business API rules.

a. How to Connect

To connect your WhatsApp Business API channel:

• Go to Connected Platform
• Click the "+" button next to Inboxes
• Select WhatsApp Business
• Log in using your Meta (Facebook) account
• If you don't have a business portfolio:
  • Enter your Business Name, Website, and Country
  • Click Continue to create one
• Connect an existing account or create a new one
• Fill in your business profile (Account Name, Display Name, Business Category)
• Select Start with a new phone number
• Enter a phone number that has never been registered on WhatsApp Business
• Verify the number using the OTP code
• Click Continue, then Finish

Once completed, your WhatsApp Inbox will be created and connected to Cekat.

At this stage, you can configure how conversations are handled across your team. This configuration applies to all connected channels, allowing you to standardize how interactions are managed.

To configure your channel setup:

a. Assign an AI Agent b. Set up conversation routing or distribution c. Define division or team assignment d. Add human agents

This enables your business to:

• Manage all customer conversations from one unified workspace
• Automate responses using AI Agents trained on your business knowledge
• Customize workflows, routing logic, and automation rules
• Track performance, customer behavior, and operational metrics

b. Rules and Limitations

To ensure compliance with WhatsApp (Meta) policies, all messaging activities must follow these rules:

24-Hour Customer Service Window

When a customer sends a message, a 24-hour session window is opened. Within this window, you can send free-form messages without using templates. After the window expires, only approved templates can be used.

Template Message Requirement

Outbound messages (business-initiated conversations) must use pre-approved message templates. Templates must be approved by Meta before they can be sent.

Customer-Initiated vs Business-Initiated Messaging

Customer-initiated conversations allow free-form replies within the 24-hour window, while business-initiated messages must use approved templates.

Template Approval & Restrictions

All templates are reviewed by Meta. Templates that are promotional, unclear, or violate policy may be rejected.

Message Quality & Rate Limits

WhatsApp monitors message quality. Poor quality (e.g., spam reports or blocks) can impact your messaging limits or number status.

Media & Content Guidelines

Messages can include media, but all content must comply with WhatsApp policies and should not be misleading or restricted.

WhatsApp Call

WhatsApp Call enables you to handle voice interactions directly within Cekat—allowing your team to move beyond chat and resolve conversations faster through real-time communication.

By integrating voice into the same workflow as messaging, every call remains contextual, trackable, and connected to your customer data, ensuring better control and more effective interactions.

All call activities are centralized within a single system, allowing you to manage interactions across web and mobile with full control, including the ability to mute, unmute, and end calls at any time.

a. Customer-Initiated Call

Incoming calls are automatically routed to available agents, while conversations handled by AI can be escalated to human agents in real time.

When a customer initiates a call while the conversation is still handled by AI, the system immediately looks for an available agent and sends a real-time notification.

The assigned agent can answer directly from Cekat or mobile, ensuring a smooth transition from automated to human interaction.

During the call, you can manage the interaction in real time—controlling the conversation, muting or unmuting your microphone, and ending the call when needed.

b. Business-Initiated Call

For outbound communication, calls follow a permission-based approach. Before initiating a call, you must first send a request to the customer—helping improve pickup rates and overall experience.

Once the customer approves, you can start the call directly from the web or mobile.

This ensures that calls remain expected, non-intrusive, and aligned with customer intent—resulting in more effective and higher-quality interactions.

While a call is active, all controls are available within the call window.

You can:

a. Monitor call duration in real time b. Mute or unmute your microphone to manage audio c. End the call at any time when needed

This consistent experience across web and mobile ensures that agents can handle calls efficiently, regardless of where they are operating from.

WhatsApp Call Page

a. Call Management

Within the WhatsApp Call dashboard, you can access a set of tools to help you efficiently search, filter, and manage call records.

Search

Allows you to quickly locate specific call records without manually browsing the list.

Filter

You can filter call data based on:

• Date Range → View calls within a specific time period
• Agent → Analyze calls handled by specific agents
• Inbox → Segment calls based on channel or inbox

This helps you focus on relevant data for monitoring and analysis.

Sort By

You can organize call records based on:

• Newest
• Oldest
• Longest Duration Call
• Shortest Duration Call

This allows you to quickly identify recent activity or prioritize calls based on duration.

Export

Allows you to export call data for further analysis or reporting.

b. History Call

Call History gives you full visibility into all voice interactions, allowing you to monitor performance, review call outcomes, and ensure accountability across your team.

You can access this feature through the Calls tab in the sidebar, where all call activities are centralized and organized for easy tracking.

Call records are grouped by status to help you quickly understand call outcomes and identify which interactions may require follow-up:

• Incoming
• Outgoing
• Missed
• Canceled

Each record includes key details such as customer information, call duration, status, timestamp, and the assigned agent.

You can also open the related conversation through View Conversation to access full context.

Call History helps you maintain operational visibility, track team performance, and ensure that every call is properly handled and accounted for.

c. Call Details

Call Details provides a fully traceable and structured record of every completed WhatsApp voice call, enabling teams to review interactions, validate outcomes, and maintain control over conversation quality at scale.

Instead of relying on manual recall or fragmented data, this feature consolidates transcripts, recordings, and AI-generated summaries into a single source of truth—allowing faster evaluation, consistent quality control, and better decision-making.

After a call ends, a "Call Ended" message will appear in the conversation.

From there, you can open the call record directly via the file icon to access full details.

Each call record is designed to support analysis, validation, and follow-up:

• Transcript — Enables fast review and pattern recognition without replaying the entire call
• Recording — Provides a reliable source for validation, escalation handling, and audit
• AI Summary — Highlights key outcomes and context, reducing time spent understanding long conversations
• Download Access — Allows data to be exported for reporting, compliance, or cross-team usage

How to Setup

The WhatsApp Call setup allows you to enable and configure voice interactions, ensuring calls are accessible, controlled, and aligned with your business operations.

To enable WhatsApp Call:

• Go to Connected Platform
• Select your WhatsApp Inbox
• Scroll to the WhatsApp Call section
• Turn on the toggle (Turn On), then click Update

Once enabled, additional settings will be available to control how calls are handled.

To configure call settings:

• Click the ⚙️ (Settings) icon next to WhatsApp Call
• You will be redirected to the WhatsApp Call Settings page
• Enable "Allow customers to reach your business via WhatsApp voice call"

This activates inbound call capability, allowing customers to initiate calls.

a. Call Configuration

Callback Permission

Requires customer approval before initiating a call. Once approved, you can follow up without requesting permission repeatedly.

Call Hours

Defines when your business is available to receive calls.

• Disabled → Available 24/7
• Enabled → Configure timezone, weekly hours, and holiday schedule

This ensures call availability aligns with your operational capacity.

b. Template Message

The Template Message feature allows you to create predefined messages used in WhatsApp Call interactions.

Templates can be configured based on how the call is initiated:

Business-Initiated Call

Used when your business initiates a call. Requires prior customer consent and must follow Meta's opt-in policy.

User-Initiated Call

Used when the customer initiates the call. Allows more flexible communication within the active interaction.

To create a template:

• Go to WhatsApp Call Settings
• Open the Template Message tab
• Click Add Template

How to Use

WhatsApp Call is designed as a permission-based communication flow, ensuring that every call is initiated with context, consent, and higher likelihood of connection.

Instead of directly calling customers, you initiate a Call Request—allowing the system to manage interaction flow while keeping communication compliant and customer-driven.

With these configurations in place, your call operations become more structured and efficient:

• Calls are handled only by ready and active agents
• Teams have clear visibility of availability
• Call handling becomes more efficient, structured, and coordinated

a. Call Interaction Model

You can determine how the call interaction will happen:

Business-Initiated Call

• You send a permission request before calling
• The customer must approve (Allow / Not Allow)
• Once approved, the call can be initiated immediately

Customer-Initiated Call

• You send a message with a Voice Call button
• The customer triggers the call themselves

This model ensures that calls are intent-driven, not intrusive—improving pickup rate and overall experience.

b. Initiate Call Request

Once you understand the interaction model, the next step is to initiate a call request from the conversation.

To initiate a call request:

• Open the conversation page
• Click the Call dropdown
• Select Initiate Call Request

The request configuration window will appear.

Message Configuration

Before sending the request, you need to define how the message will be delivered to the customer.

• Custom Message — Available within the active 24-hour conversation window
• Template Message — Required outside the 24-hour window and must use pre-approved templates

c. Call Availability

In addition to initiating calls, managing agent availability is essential to ensure calls are handled effectively.

Call availability provides real-time visibility into agent readiness, ensuring calls are only handled by agents who are available.

Instead of manually checking availability, the system uses visual indicators:

• Green → You are available to make or receive calls
• Red → You are not available for calls

This status is visible to both the system and your team, ensuring calls are handled by the right agents at the right time.

Rules and Limitations

WhatsApp Call operates under a set of rules to ensure that all interactions remain permission-based, controlled, and aligned with customer preferences.

These limitations are designed to prevent excessive outreach, protect customer experience, and maintain compliance with communication standards.

a. Call Permission Request

Before initiating a call, you must first request permission from the customer. You can send a maximum of 1 Call Permission Request within a 7-day period.

Once sent:

• The customer can update their response at any time within the 7-day window (e.g., from Decline to Accept, or vice versa)
• If needed, you can still re-engage using a template message with a call button

This ensures that call initiation remains customer-driven while still allowing flexibility in engagement.

b. Unanswered Call Limits

These rules apply when a Business-Initiated Call is not answered or is declined.

• After 2 unanswered calls, the system will send an automated message suggesting the customer reconsider their call preference
• After 4 unanswered calls, call permission will be automatically revoked for that number

This mechanism prevents repeated unsuccessful call attempts and helps maintain a positive customer experience.

c. Customer Response Behaviour

Customers can respond to a call permission request in the following ways:

• Accept (Allow) — You can place a call within 7 days after permission is granted
• Decline (Don't Allow) — You cannot initiate a call unless a new permission request is sent
• No Response — The request will automatically expire after 7 days

Business-Initiated Call

Business-Initiated Call follows a permission-driven interaction model, where every outcome determines how you should proceed next.

Instead of a single linear flow, the system enforces clear states—ensuring that every call attempt remains controlled, time-bound, and aligned with customer intent.

a. When Permission is Granted

Once the customer accepts the request, the conversation shifts into an active call window.

You can immediately initiate a call, and if connected, manage the interaction directly through the call interface.

Within this window:

• You can make up to 5 call attempts within 24 hours
• The permission remains valid for up to 7 days

This creates a controlled follow-up window—allowing you to engage actively without over-contacting the customer.

b. When Permission is Granted but No Connection

If the customer accepts but does not answer, the system records the attempt as a missed interaction, not a failed one. This distinction matters.

You are still within a valid engagement window, meaning:

• You can retry the call within the active period
• You can shift to chat to confirm availability or intent

However, repeated missed attempts will gradually reduce the effectiveness of the interaction.

c. When Permission is Declined

A declined request immediately closes the call path.

At this point:

• You cannot initiate any call
• The interaction must return to a permission-seeking state

Re-engagement is still possible, but strictly controlled:

• Maximum 1 request per 24 hours
• Maximum 2 requests within 7 days

This ensures that outreach remains respectful, while still allowing recovery of potential engagement.

d. Incoming Call Outside Business Hours

When a customer attempts to initiate a call outside your configured business hours, the system automatically prevents the call and redirects the interaction into a controlled fallback flow.

Instead of allowing unmanaged or missed calls, the system ensures that the customer is guided toward the next available interaction path.

When this occurs, a notification popup is displayed to the customer, providing both context and alternative actions.

The popup includes:

• Next Available Call Hours — Displays the next time your business is available to receive calls
• Automated Message — "We are currently unavailable because it's outside our calling hours. Please request a callback and we'll get back to you as soon as possible."

From here, the customer can choose how to proceed:

• Request a Callback

  • The system will register a callback request and automatically grant call permission
  • This allows your team to follow up without requiring a new permission request

• Chat with this Business

  • Redirects the customer to continue the interaction via chat