White-label WhatsApp API for Nigerian agencies, bulk-SMS firms, web hosts and ISPs

Who this is for

Nigerian SMEs already pay someone for messaging and online presence: bulk SMS for alerts, a host for the website and email, an ISP for the office connection, an agency for Instagram ads. Their own customers, meanwhile, answer on WhatsApp. The firms that already hold those billing relationships are the natural sellers of the WhatsApp Business API, and local platforms that publish naira prices charge tens of thousands of naira a month for it (see WhatsApp API providers in Nigeria compared), which leaves room for a partner who sets its own prices.

• Bulk-SMS companies in Lagos, Abuja and Ibadan whose banking, school and church clients want receipts and reminders with buttons, images and PDFs. Our article on moving from SMS reselling to WhatsApp covers the switch.
• Web hosts and domain registrars that sell .ng domains, hosting and business email and want a recurring product their SME customers will actually use every day.
• ISPs and managed-IT providers that already invoice offices monthly and can bundle WhatsApp with connectivity.
• Digital agencies in Lagos, Port Harcourt and Abuja running Facebook and Instagram ads, who want to own the conversation after the click and report on it.
• Software vendors for lenders, schools, hospitals and logistics firms who want WhatsApp reminders inside the product they already sell.

It is not for anyone planning a 'bulk WhatsApp' service with no rules. The official API needs opted-in contacts, approved templates and someone watching quality ratings and messaging limits. Partners who succeed sell it as a managed service, not as a blaster.

Your brand, end to end

Two things cannot carry your brand: Meta's Embedded Signup window, which is Meta's own screen, and the WhatsApp messages themselves, which show your client's display name.

The money: naira in, dollars prepaid

The biggest objection Nigerian resellers raise is the naira against dollar-priced software. The model below keeps your clients in naira and keeps you in control of exchange-rate risk. Keep three flows apart.

1. Your clients pay you, in naira. You create plans in naira in the partner panel. There is no built-in Nigerian payment gateway. Clients pay through your own Paystack or Flutterwave payment page, a bank transfer to your account, or your existing invoicing; then you activate their plan or add balance to their messaging wallet from the partner panel. Inside the panel itself, clients can pay through your own Stripe account where you have one, or by bank transfer with proof of payment. Your own gateways, custom domain and senders come with the Growth and Enterprise partner plans.
2. You pay Broadchat, prepaid in US dollars. You fund your partner wallet in advance by international bank transfer (or by card through Stripe where enabled for your account). When one of your clients buys or renews, a cost price per client account per billing cycle (monthly, quarterly, half-yearly or yearly) is debited from that wallet. There is no post-paid billing or credit line for Nigerian partners: an account cannot be created or renewed while the wallet is short. The cost price depends on the number of client accounts, the cycle and the modules, so it is quoted on request.
3. Messaging runs through prepaid wallets. Each client prepays its messaging wallet at the rates you set, as a percentage or a flat markup over Meta's base rate per country and category. Your margin (your rate minus Meta's base) is settled into your partner wallet every week. A client whose wallet is empty cannot send paid messages, so you never carry a client's Meta bill.

Because your partner wallet is in dollars and your clients pay in naira, review your naira prices whenever the exchange rate moves; many partners re-price monthly or add a small buffer to each plan.

A worked example (illustrative only)

Tunde runs a bulk-SMS company in Ibadan with 200 SME clients: schools, churches, pharmacies and a few microfinance banks. In his first quarter he moves 40 of them to a WhatsApp plan he prices at ₦35,000 a month, collected through his own Paystack page. His platform cost is whatever Broadchat quotes per client account; call it C, converted to naira at the rate he funds his wallet. His subscription margin is 40 × (₦35,000 − C) a month.

On messaging, Meta's base rate for a utility message to a Nigerian number is US$0.0067 (Meta rate card effective 1 Oct 2026). If Tunde charges his clients the equivalent of US$0.0090 and they send 80,000 utility messages a month between them, his margin is 80,000 × US$0.0023 = US$184, about ₦285,200 at an illustrative ₦1,550 to the dollar. These numbers are invented to show the arithmetic, not a forecast. Try your own in the reseller profit calculator, and read how reseller margins work before you set prices.

Onboarding a Nigerian client

1. Collect the paperwork. The client's name exactly as registered with the Corporate Affairs Commission (CAC), its RC or BN number, the CAC certificate, a website on HTTPS showing that legal name, and the number it will use on WhatsApp.
2. Create the client account in your partner panel and assign a plan, once the client has paid you and your partner wallet covers the cost price.
3. Connect the number with the client through Embedded Signup, inside the client's own Meta business portfolio. Meta's newer In-App Signup flow is not offered in Nigeria, so plan a short screen-share for this step. A number already on the WhatsApp Business app can stay there through coexistence, which Meta opened to Nigeria in April 2026.
4. Write the first templates together: a payment or order receipt (utility), a reminder (utility) and one promotion to opted-in customers (marketing), in English or the language the client's customers read.
5. Import only opted-in contacts, tagged with where the consent came from. The Nigeria Data Protection Act 2023 expects consent to be asked for separately, and lenders, clinics and larger organisations may need to register with the NDPC; flag this to the client as general guidance, not legal advice.
6. Watch the first two weeks: quality rating, template status and the messaging limit, which starts at 250 people a day for a new business portfolio. The CAC documents are covered in how to get the WhatsApp Business API in Nigeria.

Selling outside Nigeria

Meta prices each message by the recipient's country code. A Lagos agency with a client in Accra or Nairobi can sell the same plans; the platform prices messages to those numbers at Meta's 'Rest of Africa' rates, which are lower than Nigeria's. If you sell into South Africa or Egypt, check those rows on Meta's card, because both are priced separately too.

What to know before you sign up

• Broadchat is not a Meta Business Solution Provider. Numbers are connected through Meta's Embedded Signup and messages go through the Cloud API.
• No Paystack, Flutterwave or bank integration in the panel, for your client billing or for your clients' own customers. Payment links from your own accounts can go into templates and chatbot replies; a developer can connect payment confirmations through webhooks.
• Prepaid only: no credit, no post-paid invoices, no negative wallet balances.
• The panel is available in 23 languages, not including Yoruba, Hausa or Igbo; templates and chatbot replies can be written in any language.
• No billing-system module for hosting companies; sell WhatsApp as its own product. Enterprise partners get the Partner API to list client accounts and top up client wallets from their own systems.
• Meta decides template approval, business verification, display names and messaging limits. Nobody can promise them, and you should not either.

The global partner program page lists every partner feature, and WhatsApp Business API in Nigeria is the page to send end clients who want to know what they are buying.