WhatsApp Flows are interactive, multi-screen forms that businesses send inside WhatsApp, so customers can book an appointment, request a quote or register interest without leaving the chat. They're part of the WhatsApp Business Platform, so you need the Cloud API set up, a verified business and high message quality before you can send them to customers.
Meta describes Flows as a way to build structured interactions for business messaging. In plain terms, they turn a back-and-forth chat into a short form with screens, fields, dropdowns and a confirm button. Here's what they're for, what you need, and the rules in Meta's docs that decide whether a Flow keeps working.
What businesses use WhatsApp Flows for
Meta packages four ready-made use cases with templates, guides and code:
| Use case | What the Flow does |
|---|---|
| Pre-approved loan or credit card | Shows an amount, lets the customer adjust terms, choose payment options and confirm their identity |
| Insurance quote | Collects details and preferences, shows plans and gives a quote with a payment frequency |
| Purchase interest | Collects a name and email and the products or services the customer is interested in |
| Personalised offer | Lets people pick products and a budget, then recommends what to buy |
Meta adds that you can build many more, from lead generation to product recommendations, and that you must follow local rules on handling customer data and its Business Messaging Policy.
What you need before you can send one
- Set up the WhatsApp Business Platform, which gives you WhatsApp Manager as part of your WhatsApp Business account.
- Set up the Cloud API, including a Meta app and a phone number.
- Verify your business.
- Maintain high message quality.
If you're still choosing how to get on the platform, my explainer on how the WhatsApp Business API works covers the basics, and using the Cloud API for automation goes further.
Where Flows work, and where they don't
- Android phones running OS 6.0 and newer.
- iPhones running iOS 12 and newer.
- Not on companion devices such as WhatsApp Web.
That last point matters if your customers often reply from a computer: they'll need their phone to complete the Flow.
How a Flow is sent
There are two routes. Business-initiated Flows go out as a message template with a button of the FLOW type; user-initiated ones are sent as interactive messages when a customer is already talking to you. For the template route, Meta's rules include:
- The button label is limited to 25 characters.
- You point the button at a Flow by its ID, or, on the Cloud API only, by its name or the Flow JSON itself.
- The template must pass review and show APPROVED rather than PENDING before you can send it.
The template is what the customer reads before they tap, so before you attach a Flow, read my guide to setting up an effective WhatsApp Business message template.
The Flow lifecycle: Draft to Blocked
| State | What it means |
|---|---|
| Draft | Being built. Can only be sent for testing and can be deleted. Users see a banner on draft Flows |
| Published | Can be sent to real users. Can't be deleted, only deprecated |
| Deprecated | Can no longer be sent. Final; responses may still arrive from copies on phones |
| Throttled | WhatsApp found health problems with your endpoint or navigation. Sending is limited to 10 messages per hour |
| Blocked | Health got worse. You can't send it and users can't open it until it recovers |
Editing a published Flow returns it to Draft. Messages already sent keep the old version; only new messages get the update. WhatsApp supports the last 5 versions and deprecates older ones, so for big changes Meta suggests cloning the Flow instead.
Design rules from Meta's best practices
| Rule | Meta's guidance |
|---|---|
| Task length | No longer than 5 minutes to complete |
| Endpoint speed | Requests to the data endpoint time out after 10 seconds |
| Flow token expiry | Set it to 2 to 3 days so people have time to open the message |
| Sub flows | No more than 3 screens, then back to the main task |
| Options per screen | No more than 10 |
| Dropdowns | Only when there are 8 or more options; radio buttons for one choice, checkboxes for several |
| Login screens | Only when necessary, and near the end, not the start |
| Last screen | A summary, so people know what happens when they finish |
Meta also prefers Flows without an endpoint where possible, because they're faster to build, offer a better experience and can still take dynamic data at the time of sending.
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Setting up the Cloud API starts with a Meta app, and our Meta developer account guide walks through registering as a developer.
My verdict
WhatsApp Flows are worth it if you already use the WhatsApp Business Platform and keep asking customers the same questions in chat. Start with one of Meta's templates, keep it under 5 minutes, and watch your endpoint health, because a slow endpoint gets your Flow throttled to 10 messages an hour. If you only use the WhatsApp Business app, Meta's prerequisites mean moving to the WhatsApp Business Platform comes first.
I keep every related walkthrough in the WhatsApp Help: 43 Guides to Transfers, Backups, Business and Privacy.
Frequently asked questions
What are WhatsApp Flows?
They're interactive, multi-screen forms that businesses send inside WhatsApp so customers can complete tasks such as booking, getting a quote or registering interest without leaving the chat.
Do I need the WhatsApp Business API for Flows?
Yes. Meta's getting started guide requires the WhatsApp Business Platform and the Cloud API, plus a verified business and high message quality.
Do WhatsApp Flows work on WhatsApp Web?
No. Meta says Flows aren't supported on companion devices such as WhatsApp Web. They work on Android 6.0 and newer and iOS 12 and newer.
Can I delete a published WhatsApp Flow?
No. Only Draft Flows can be deleted. A published Flow can be deprecated, which stops it being sent.
Why is my WhatsApp Flow throttled?
WhatsApp monitoring found health problems with your endpoint or screen navigation. A throttled Flow can still be sent, but only 10 messages per hour, until health improves.
