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Every WhatsApp Business Account (WABA) needs at least one phone number. The choice matters more than most teams realise: the number is what customers see, what Meta verifies against, and what determines whether you can keep using the WhatsApp Business app alongside Flowella. This page is the reference for every “can I use this number?” question. For the technical formatting (E.164) used inside HubSpot, see Phone Numbers in the HubSpot Integration section.

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The eligibility rules

A phone number can be used with the WhatsApp Business Platform if it:
  • Is active and can receive an SMS or voice call for verification
  • Is not currently registered with the consumer WhatsApp app or the WhatsApp Business app on any device (unless you’re setting up Co-existence)
  • Is owned by you or your business and that ownership can be evidenced if Meta asks
  • Is a standard mobile or landline number, not a special-purpose number
That last rule rules out a few common options. Here’s the full breakdown.
Number typeEligible?Notes
Mobile numberYesThe most common choice. Personal mobiles are fine; ideally use one dedicated to the business
Landline / fixed lineYesVerify via voice call rather than SMS
VOIP number (Twilio, RingCentral, etc.)SometimesWorks if it can receive SMS or voice. Some VOIP carriers strip the verification SMS, in which case fall back to voice
Meta-provided numberNoMeta does not currently issue phone numbers. You bring your own
Toll-free / freephone (0800, 1-800)NoMeta explicitly excludes these
Shortcode (5-digit SMS codes)NoNot a real phone number from WhatsApp’s perspective
Number behind an IVR menuPossibleOnly if you can route the verification call to a human pickup. See below
Number already on WhatsApp appConditionalEither fully migrate it to the platform or use Co-existence

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Can people call this number?

This is the question most teams forget to ask before they pick a number. The answer depends on what the number was before Meta got hold of it.
  • Mobile number that originated outside WhatsApp: Yes, the SIM still receives calls and SMS normally. Putting it on the WhatsApp Business Platform does not stop the underlying network from delivering voice calls to the device that holds the SIM.
  • Landline number that originated outside WhatsApp: Yes, calls still ring through to the line as normal. Some businesses register a landline with the platform specifically to keep the phone working.
  • Number on the WhatsApp Business app (consumer): When you migrate the number to the platform, voice calls to the WhatsApp app (the WhatsApp Calling feature) stop, but the underlying SIM still receives calls if it’s a mobile.
  • WhatsApp Calling on the platform: Meta’s WhatsApp Business Calling feature is a separate product; it allows you to receive inbound WhatsApp calls programmatically, but is not enabled by default. Most Flowella customers do not use this.
Pick a number where receiving phone calls is acceptable in your workflow. A mobile that goes to your operations manager works well. A senior director’s mobile usually doesn’t, because the customer who calls back expects a customer service person.

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Verification: SMS vs voice

Meta sends a 6-digit code to the number during setup. You choose how to receive it:
  • SMS: works on any number that can receive text messages. Most mobile networks deliver in seconds. VOIP carriers sometimes block the SMS as suspected spam.
  • Voice call: a robotic voice reads the code twice. Use this for landlines or when SMS doesn’t arrive.
Voice verification is also the fallback when SMS verification fails three times in a row — Meta automatically offers the voice option after the third failed SMS attempt.

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What if the number is behind an automated menu?

Main business numbers often hit an IVR (“Press 1 for sales, 2 for support”). Meta’s voice verification call cannot navigate an IVR — the robotic voice just reads the code and hangs up. Two workable options:
  1. Use a different number for verification, then port to the main number. Verify a clean mobile or direct line first, then ask your telephony provider to port the IVR number to it. This is more effort but lets you keep your customer-facing main number.
  2. Temporarily disable the IVR for verification. Ask your telephony admin to route the number to a direct extension for a 10-minute window, run the verification, then restore the IVR. This is the path of least resistance.
If neither is workable, you’ll need a different number for the WABA.

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How to validate a number is eligible before you start

Run this checklist before committing a number to verification:
1

Confirm the number can receive SMS or voice from international callers

Some networks block international SMS by default. Send yourself a test SMS from a number in a different country, or have a colleague abroad call the number, to confirm it goes through.
2

Check the number isn't on WhatsApp

On a phone where the number is not saved as a contact, open WhatsApp and tap New chat. Type the full international number. If WhatsApp finds the contact, the number is already registered.If it is registered, you either need to delete the existing WhatsApp account on that device first, or use Co-existence to keep the consumer app running.
3

Confirm IVR routing if applicable

Call the number from a phone that isn’t saved as a contact. If you hit an automated menu instead of a person, plan one of the IVR workarounds above before starting verification.
4

Have evidence of ownership ready

For business numbers, Meta may ask for proof. A recent phone bill in the company name, or a screenshot of the number listed on your website, is usually enough.

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Once verified, can the number be moved?

Yes, with the right process.
  • From one WABA to another inside the same business portfolio: straightforward, done in WhatsApp Manager.
  • From one BSP (business solution provider) to another: requires the source BSP to release the number. Most major BSPs, including Flowella’s WhatsApp connection, support this.
  • From the platform back to the consumer WhatsApp app: requires deleting the number from the WABA first, after which the underlying SIM can be re-registered with the app.
If you’re switching to Flowella from another tool and want to keep your existing number, you don’t need to delete or re-verify — the move is a paperwork step rather than a re-setup. Contact Flowella support before you start.

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Multiple numbers per WABA

A single WABA can hold multiple phone numbers (up to 25 in most cases). This is useful when:
  • You want a different number per market (UK, Spain, etc.)
  • You want to separate customer service from marketing comms
  • You want to test new number setups without affecting your main channel
Each number has its own display name, business profile, and message templates. They share the same billing, business verification, and team access. See Multi-channel for how Flowella switches between them.