WhatsApp Business Profile
The public-facing identity of a business on WhatsApp — display name, logo, description, category, address, hours, website, and email — shown when customers open the chat or tap the header.
Last updated: 2026-06-10
Definition
The WhatsApp Business Profile is the storefront page customers see when they tap a business's name in a chat: profile photo (usually the logo), display name, business category, description, address, business hours, website links, and email. On the API, profile fields are set programmatically or through the BSP's dashboard and apply per phone number. The profile is a trust surface, not a vanity page — an unfilled profile is one of the strongest "possible scam" signals users act on before blocking, and block rate feeds directly into quality rating. The display name itself is reviewed by Meta against the business's legal or trading-name evidence and appears in chat headers even for customers who never saved the number.
How it applies in India
Indian customers routinely check the profile before paying a UPI request or sharing an address, so merchants should treat it like a Google Business Profile: real address, accurate hours, working website, and a description that names what the business sells. The display name shown is the one approved during verification against documents like GSTIN or PAN registrations — keeping it consistent with the brand customers searched for measurably reduces blocks on cold sends. WatEase exposes all profile fields in onboarding and flags incomplete profiles before the first broadcast.
Frequently asked questions
Can I change my WhatsApp display name?
Yes, but the new name goes through Meta review against your business documentation, and frequent changes are restricted. The display name must plausibly match your legal, trading, or brand name — generic keyword-stuffed names ("Best Sarees Lowest Price") are rejected.
Is the business profile the same as the catalog?
No. The profile is identity (who you are: name, logo, address, hours); the catalog is inventory (what you sell: products with prices). They appear together on the business's page in WhatsApp, but are managed separately — the catalog lives in Meta Commerce Manager.
Related terms
- WhatsApp Business Account (WABA)A logical container in Meta Business Manager that owns one or more WhatsApp phone numbers and the templates, settings, and billing attached to them.
- Meta Business VerificationMeta's free process of confirming a business is a real legal entity — using registration documents — required to unlock full WhatsApp Business API messaging limits and display-name visibility.
- Green Tick (Verified Business)The green checkmark next to a business name on WhatsApp, signalling Meta has verified the business as authentic and notable enough to qualify for verification.
- WhatsApp CatalogA built-in product catalog that businesses can attach to their WhatsApp Business profile, letting customers browse SKUs and add them to a cart inside chat.
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