Tuesday, 16 September 2025, 3:30 PM
Created by: Ruvenss G. Wilches
WhatsApp offers two distinct environments for businesses:
WhatsApp Business App – a simple mobile app intended for small businesses to manage conversations manually.
WhatsApp Business Platform (Cloud API) – a robust API designed for larger-scale operations, automation, and integration with platforms like NIZU Cloud.
For security and compliance reasons, Meta currently does not allow a direct merge of these two environments on a global scale. This means that when you are connected through the Cloud API, customer conversations are managed via your integrated system (such as NIZU Cloud), not directly in the standard WhatsApp interface.
Meta is testing a new system internally known as Confluence. This initiative aims to bridge the gap between the Cloud API and the WhatsApp Business App, allowing messages to sync between both environments.
Where is it available? Currently, Confluence is in pilot testing in Colombia.
What does it do? It enables conversations handled via the Cloud API to also be visible within a standard WhatsApp Business account, creating a unified experience.
The rollout of Confluence is gradual and region-specific:
Next wave of countries: Brazil, India, Pakistan, and Malaysia.
Later adoption: Europe will be among the last regions to receive this feature. This delay is primarily due to strict regulatory requirements imposed by the European Commission, particularly around data privacy and cross-border communication compliance.