Moran AI
If you sell on WhatsApp in Tanzania, you have probably hit the ceiling of the free app: one phone, one person answering, no way to reply at 11pm, and no history when that person leaves. This guide explains the three WhatsApp products, what the Business API (now called the WhatsApp Business Platform) gives you, how much it costs, and how to get it connected in an afternoon.
The three WhatsApp products
- WhatsApp Messenger: the personal app. No catalogue, no automation.
- WhatsApp Business app: free, one phone, a catalogue and quick replies. Fine for a one-person shop; impossible to automate.
- WhatsApp Business Platform (the API): your number runs on Meta's cloud, several people or an AI agent can answer, and you can send approved template messages to customers who opted in. This is what Moran uses.
What it costs
Two separate bills. Your software provider (for example Moran) charges a monthly plan. Meta charges per business-initiated message by category: marketing, utility and authentication templates each have their own per-message price for Tanzania. Replying to a customer who messaged you within the last 24 hours is free on Meta's side, which is where most of a shop's traffic sits. Meta requires a payment method on the WhatsApp Business Account before template messages go out; without it, campaigns fail with "business eligibility payment issue".
How to get connected
- Create or use a Meta Business account (business.facebook.com).
- Sign up with a provider that offers the official Embedded Signup, so you connect your number from inside their dashboard in a few clicks rather than building against the API yourself.
- Choose the number. It can be the one you use today; it is moved off the app onto the platform during the connection.
- Verify the number by SMS or call, and add a payment method for templates.
What you can automate once you are on the API
- Instant answers: price, stock, delivery areas, opening hours, photos, from your own catalogue and documents.
- Orders and bookings: the agent totals quantities, places the order and puts the delivery or pickup on your calendar with reminders.
- Follow-ups: leads that went quiet are followed up automatically; every customer is saved with their name and location.
- Campaigns: approved templates to customers who opted in, with frequency limits so you keep a healthy quality rating.
- Handover: refunds, complaints and requests for a person go to you with a summary.
Rules that keep your number safe
Meta rates every number by how customers react. Sending marketing to people who did not opt in, or ignoring "STOP" replies, lowers your quality rating and can restrict your number. A good platform enforces opt-outs and frequency caps for you. Also keep template content honest and matching what you actually send; rejected templates are usually a wording problem.
Is it worth it for a small business?
If you get more than a handful of customer messages a day, yes. The cost of one missed order usually exceeds the monthly plan, and the free 24-hour service window means normal customer service costs you nothing extra on Meta's side.
See how Moran automates WhatsApp for Tanzanian businesses, or start a free trial.