WhatsApp reseller panel: what it should include and how to choose one

A WhatsApp reseller panel is the software you rent from a platform and sell under your brand. It is really two products: a client panel your customers use every day, and a partner panel where you run the business. Most comparisons look only at the first. This checklist covers both, plus the commercial terms and the red flags that tell you a product is not built on Meta's official WhatsApp Business Platform.

It is written for agencies and resellers in India comparing platforms. If you are still deciding whether to resell at all, start with how to start a WhatsApp reseller business.

Part 1: the foundation (non-negotiable)

Check these before you look at a single feature. A panel that fails any of them puts every client you sign at risk.

• Built on the Cloud API. Meta shut down the On-Premises API on 23 Oct 2025, so the Cloud API is the only official route. Ask which API the vendor uses and how numbers connect.
• Embedded Signup. The client clicks a button, logs in with Facebook in Meta's own window, chooses their business portfolio and verifies the number with a code. If connecting means scanning a WhatsApp Web QR code on the vendor's site, it is not the Business Platform.
• Client-owned accounts. The WhatsApp account belongs to the client's own business portfolio, so the client can move it to another provider. A vendor that keeps all numbers in its own portfolio can hold your clients hostage.
• Templates enforced. Messages to people who have not written in the last 24 hours go out only as Meta-approved templates. Panels that let you broadcast free text to any list are either unofficial or will fail at Meta.
• Honest Meta billing. Meta charges per delivered template message by category and country (WhatsApp API pricing explained). The vendor should show which base rates it uses and let you see the markup.

Part 2: the client panel

Your clients will judge you by this screen. Tick off each item in a trial account, not from a feature page.

Broadchat's client panel covers each row above; see all features. Whatever you choose, test the inbox on a phone-sized screen, because that is where your clients' staff will use it.

Part 3: the partner panel

This is the part that decides whether reselling is profitable or a support nightmare.

1. Branding and domain. Logo, favicon, colours, sign-in page, legal links and your own domain with automatic SSL. Emails from your SMTP. No vendor name anywhere on the client side. Our custom domain guide shows what this looks like in practice.
2. Plans you design. Your modules, limits, billing cycles and prices per currency, plus add-ons and coupons. A free-trial option that each client can use only once.
3. Messaging markup. A percentage or flat markup on Meta's base rate, per message category, set per client or per plan.
4. Wallets. Clear separation between what you prepay the platform and what clients prepay you.
5. Client management. Create accounts, assign plans, adjust wallets, deactivate accounts and log in as the client to help.
6. Payments. Clients pay you directly through UPI, bank transfer or your own gateway, not the vendor.
7. Support tools. Tickets from clients land with you, plus in-panel notifications.
8. Growth tools. Affiliates, sub-resellers and an API for provisioning, if you plan to grow a network (see sub-resellers explained).

Part 4: commercial terms to get in writing

• What you pay per client account, per billing cycle, and what triggers the charge (sign-up, plan activation, renewal).
• Whether the vendor adds anything on top of Meta's rates before your markup.
• Minimum commitments, lock-in period and what happens to your clients if you stop paying.
• Data export: can you and your clients export contacts, chats and reports?
• Support: who answers your questions, how fast, and in which language.
• Tax invoices: does the vendor issue GST invoices for your payments? See GST and invoicing for WhatsApp API resellers.

Red flags that point to an unofficial or misleading product

The difference between official and unofficial tools, and what happens to numbers used with them, is covered in detail in official vs unofficial WhatsApp API.

How to run the evaluation in one week

1. Day 1: shortlist two or three platforms that pass Part 1.
2. Day 2: ask each for a partner trial and a client account; connect a spare number through Embedded Signup.
3. Day 3: submit one utility and one marketing template; note how status updates appear.
4. Day 4: build a five-step chatbot for your niche and test it from your phone.
5. Day 5: brand the partner panel, create a plan and sign up as a client through your own link.
6. Day 6: raise a support question and time the answer.
7. Day 7: compare your cost per client against the price your market will pay.

If a platform cannot give you a working trial in a week, it will not onboard your clients quickly either. Broadchat partners can start with the partner program; pricing is per client account and quoted on request.