In this guide · 7 sections
Short answer
Start with the free Meta Business Suite Inbox, which shows Messenger, Instagram and WhatsApp messages together with labels, filters and automations. Move to a paid shared inbox such as respond.io (from US$79 a month billed yearly, 5 users) when you need assignment rules, reports or more than a handful of agents.
Your options for one inbox
There are three realistic set-ups for a small team. Prices approximate, as of October 2026.
Meta Business Suite Inbox
FreeUS$0
- Messenger, Instagram and WhatsApp messages in one list
- Comments on Facebook and Instagram posts too
- Labels, follow-up flags, filters by assignee
- Basic automations: greetings, away messages, keyword replies
Best for: Owner-run shops and teams of 2 to 4.
WhatsApp Business app, multi-device
Free / Meta VerifiedFree app; multi-agent needs a subscription
- Phone plus up to four linked devices
- Up to 10 devices and chat assignment with multi-agent
- WhatsApp only, no Instagram or Messenger
- No reporting or workflows
Best for: Businesses where nearly everything comes in on WhatsApp.
Paid shared inbox (e.g. respond.io)
PaidFrom US$79/mo yearly + Meta message fees
- WhatsApp Business API, Instagram, Messenger, email and web chat
- Assignment rules, team inboxes and reports
- Workflows and chatbot handover
- Per-message WhatsApp charges on top
Best for: Teams of 5+ agents or high message volume.
The free option: Meta Business Suite Inbox
Meta's Inbox help article says Business Suite Inbox lets you read and reply to messages from Messenger, Instagram and WhatsApp in the Messages section, either together or filtered by platform. It also shows comments on your Facebook and Instagram posts, lets you mark conversations for follow-up or done, filter by who they are assigned to, and see messages that came in from an ad.
Automations cover greetings, away messages, frequently asked questions and custom keyword replies. Each conversation shows the customer's details, where you can add labels, contact details and private notes.
To use it, your Page, Instagram account and WhatsApp number need to be connected to the same business portfolio. Our business portfolio setup guide covers getting ownership and access right first.
WhatsApp Business app vs API: the multi-user limits
Many small teams run WhatsApp on one shared phone. The app now handles several users, within limits set out in WhatsApp's help centre.
| WhatsApp Business app | App with multi-agent | WhatsApp Business API | |
|---|---|---|---|
| Devices or users | Phone + up to 4 linked devices | Up to 10 devices | Set by the inbox provider |
| Chat assignment | No | Yes, assign chats to agents | Yes, with rules |
| Cost | Free | Meta Verified or Meta One subscription | Provider fee + Meta per-message fees |
| Automated messages from other systems | No | No | Yes, with approved templates |
| Phone must stay active | Linked devices log out after 14 days unused | Same | No phone needed |
Sources: WhatsApp's articles on linked devices and multi-agent. WhatsApp notes broadcast lists and live location are not available on linked devices. The API route is charged per message by Meta; our WhatsApp Business API cost guide has the Singapore rates from 1 October 2026.
Set up assignment rules so nothing is missed
Whichever tool you use, the work is in agreeing who answers what. A simple set of rules works for most small teams.
Agree response hours and an away message
Say when you reply, for example 9am to 6pm on weekdays, and set an automatic away message outside those hours.
Split by topic, not by channel
Sales enquiries to one person, bookings or orders to another, complaints to the owner, whatever app they arrive on.
Use labels for status
New, waiting for customer, quoted, booked, done. Filter by label at the start and end of each day.
Set a backup owner
Each topic has a second person who picks up when the first is on leave.
Write five saved replies
Prices, location and hours, booking link, payment methods and a polite handover line.
Review weekly
Look at unanswered or slow conversations and fix the rule that let them slip.
Before you go live
Do it yourself or get help?
Connecting your Page, Instagram and WhatsApp to Business Suite is a one-hour job if you own all three accounts. A paid inbox on the WhatsApp Business API takes longer because of Meta's business verification and message templates.
IT Sorted is a Singapore-based team of developers with over 10 years of experience. WhatsApp Notifications (S$590) sets up the WhatsApp Business API for order and booking messages after Meta approval, and Workflow Automation (S$390 per workflow) connects your inbox to forms, spreadsheets or your CRM. Inbox subscriptions and Meta message fees are paid to the providers directly.
Frequently asked questions
Yes. Meta Business Suite's Inbox lets you read and reply to messages from Messenger, Instagram and WhatsApp in one place, filter by platform or assignee, add labels and notes, and set up automated greetings and away messages. Your Page, Instagram account and WhatsApp need to be connected to the same business portfolio.
On the WhatsApp Business app, you can use your phone plus up to four linked devices, according to WhatsApp's help centre. With the multi-agent feature through a Meta Verified or Meta One subscription, you can link up to 10 devices and assign chats to agents. For more users, use the WhatsApp Business API through an inbox provider.
Yes, linked devices work without the main phone being online. However, WhatsApp says linked devices will log out if the primary phone is not used for more than 14 days, and devices are disconnected after 30 days of inactivity. Keep the primary phone with a reliable person and open it regularly.
As of October 2026, respond.io's Starter plan listed US$79 a month billed yearly or US$99 monthly, for 5 users, with Growth at US$159 yearly or US$199 monthly. WATI's Growth plan listed US$59 a month billed annually for 3 users. Meta's WhatsApp per-message fees are charged on top of the subscription.
When more than a few people answer WhatsApp, when you need assignment rules and reports, or when you want to send automatic order or booking messages from other systems. The API costs more, because you pay an inbox provider plus Meta's per-message fees, so stay on the free app while it still works for you.