When a user sends a message to one of these businesses, the message travels end-to-end encrypted between the user and the Cloud API. As per the Signal protocol, the user and the Cloud API, on behalf of the business, negotiate encryption keys and establish a secure communication channel. WhatsApp cannot access any message content exchanged between users and businesses.
Once a message is received by the Cloud API, it gets decrypted and forwarded to the Business. Messages are only temporarily stored by the Cloud API as required to provide the base API functionality.
Messages from a business to a user flow on the reverse path. Businesses send messages to Cloud API. The Cloud API service stores the messages temporarily and takes on the task to send the message to the WhatsApp platform. Messages are stored for any necessary retransmissions.
All messages are encrypted by the Cloud API before being sent to WhatsApp using the Signal protocol with keys negotiated with the user (recipient).
WhatsApp acts as the transport service. It provides the message forwarding software; both client and server. It has no visibility into the messages being sent. It protects the users data by detecting unusual messaging patterns (like a business trying to message all users) or collecting spam reports from users.
Cloud API, operated by Meta, acts as the intermediary between WhatsApp and the Cloud API businesses. In other words, those businesses have given Cloud API the power to operate on their behalf. Because of this, WhatsApp forwards all message traffic destined for those businesses to Cloud API. WhatsApp also expects to receive from Cloud API all message traffic from those businesses. This is the same client behavior that the On-Premise client has.
WhatsApp gives Cloud API metering and billing information for the Cloud API businesses. It does not share any other messaging information.
Meta, in providing the WhatsApp Cloud API service, acts as a Data Processor on behalf of the business. In other words, the businesses have requested Meta to provide programmatic access to the WhatsApp platform.
Cloud API receives from WhatsApp the messages destined for the businesses that use Cloud API. Cloud API also sends to WhatsApp the messages sent by those businesses.
Other parts of Meta (other than Cloud API) do not have access to the Cloud API business communications, including message content and metadata. Meta does not use any Cloud API data for advertising.