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StoreTalk uses Meta’s WhatsApp Cloud API directly — the client owns their WhatsApp Business Account (WABA), not StoreTalk. This means you need to connect through the Embedded Signup flow.

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Prerequisites

Before starting, confirm the following:
RequirementDetails
Facebook Business accountMust be the client’s own account, not yours
Phone numberMust not be registered on any WhatsApp (personal or Business)
Meta Business ManagerWill be created or connected during signup
Display nameThe name that appears in WhatsApp — should match the business name
If the phone number is currently registered on WhatsApp (even personal), it must be deleted from WhatsApp first. The client will lose all existing chat history on that number. This cannot be undone.

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Running Embedded Signup

1

Open WhatsApp settings

In the client’s StoreTalk account, go to Settings → WhatsApp and click Connect WhatsApp Number.
2

Log in to Facebook

The client must log in with their own Facebook account (not yours). Use their credentials.
3

Create or select a Business Portfolio

If the client has an existing Meta Business Manager, select it. Otherwise, create a new one during this step.
4

Create a WhatsApp Business Account

Create a new WABA under the client’s Business Portfolio. Give it the client’s business name.
5

Add the phone number

Enter the phone number to register. Choose SMS or phone call for the verification code delivery.
6

Verify

Enter the 6-digit verification code. The number is now registered and connected to StoreTalk.

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After connection

Once connected, the phone number appears in Settings → WhatsApp with a status of Connected.
  • The phone number ID and WABA ID are shown in the settings — note these for reference
  • The display name may show as “Pending Review” for up to 24 hours — this is normal
  • Meta may require business verification before allowing template message sending at scale

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Business verification

Meta requires business verification to:
  • Send marketing template messages beyond the daily limit
  • Increase the messaging tier (100 → 1,000 → 10,000 conversations/day)
To verify, the client must complete verification in their Meta Business Manager → Business Settings → Business Info. Acceptable documents:
  • GST registration certificate
  • Certificate of incorporation
  • Bank statement with business name
  • Utility bill with business address
Verification typically takes 2–5 business days.
Encourage clients to start the verification process on day one, even if they don’t need high volume yet. It’s much easier to do proactively than reactively when they hit a limit mid-campaign.

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Common issues

IssueLikely causeFix
”Phone number already in use”Number is still on WhatsAppDelete the WhatsApp account on the device first
Display name rejectedName doesn’t match the business page or is too genericUse the full registered business name
Signup stuck on Facebook loginBrowser pop-up blockedAllow pop-ups for app.storetalk.app in the browser
OTP not receivedCarrier issue with SMSSwitch to “phone call” verification method