WhatsApp Marketing Glossary
The definitions that matter for marketing and support on messaging channels: short, quotable and fluff-free.
24-hour window
The 24-hour window is the period, defined by Meta, during which a business can reply freely to a user on the WhatsApp Business API without using templates. It opens every time the user sends a message and renews with each new message from them. Once the window expires, the business can only re-contact the person with a pre-approved template.
Read the definitionA/B testing on WhatsApp
An A/B test on WhatsApp is the controlled comparison between two variants of a message or campaign, sent to comparable contact segments to find the more effective one. Variants can differ in text, image, button, timing or sender. The winning version, chosen on reads, replies or conversions, is then rolled out to the rest of the list.
Read the definitionAbandoned cart
An abandoned cart is the situation where a user adds products to an e-commerce cart but leaves the site without completing the purchase. Recovery means re-contacting the user via email, SMS or WhatsApp with a reminder of the pending products, often with an incentive, to bring them back to checkout and have them complete the order.
Read the definitionAfter-hours auto-replies
After-hours auto-replies are automatic messages sent when a customer writes while the business is closed. In the minimal version they state the opening hours and response times, managing expectations; in AI-powered implementations the assistant actually answers questions, collects the request and books appointments, leaving the agents only what requires human intervention on return.
Read the definitionAI agent
An AI agent is an artificial intelligence system that doesn't just answer: it pursues goals by taking actions, such as qualifying a contact, booking an appointment, looking up data or handing the conversation to a human agent. Applied to WhatsApp, it is the evolution of the chatbot: it converses in natural language while performing concrete operations in the connected systems.
Read the definitionAI training
AI training, in the context of business assistants, is the process of giving the system company-specific knowledge: texts, FAQs, price lists, documents, website content and behavioral instructions. It's not about retraining the language model, but about building the knowledge base the assistant draws on to answer accurately and in the brand's tone of voice.
Read the definitionAutomatic reminders
Automatic reminders are scheduled messages the system sends on its own as a deadline approaches: an appointment, a payment, a renewal, a booking. You configure them once with rules on lead time and sending channel, then they go out with no manual intervention. On WhatsApp they are particularly effective because message read rates are far higher than email and SMS.
Read the definitionBot-to-human handover
Handover is the transfer of a conversation from the automated assistant to a human agent. It happens when the request exceeds the bot's capabilities, when the customer explicitly asks, or when the lead is ready for negotiation. A well-designed handover also transfers the context: the agent sees the entire previous conversation and doesn't force the customer to repeat themselves.
Read the definitionBSP (Business Solution Provider)
A BSP (Business Solution Provider) is a Meta partner company authorized to provide businesses with access to the WhatsApp Business API. The BSP handles number onboarding, the technical infrastructure and often message billing, and typically offers a software platform for campaigns and customer service. With the Cloud API, businesses can alternatively connect to Meta directly.
Read the definitionCalendar synchronization
Calendar synchronization is the link between the system that manages in-chat bookings and the business calendar, for example Google Calendar. Appointments booked in conversation automatically appear in the calendar, and existing commitments block the occupied slots, in both directions. It prevents double bookings and keeps a single valid schedule for the whole team.
Read the definitionChat conversion rate
The chat conversion rate is the percentage of conversations that end with the desired outcome: a purchase, a booking, a qualified lead. It is calculated by dividing converted conversations by the total conversations started in a period, multiplied by one hundred. It is the metric that links messaging activity to business results, beyond simple open and read rates.
Read the definitionClick-to-WhatsApp
Click-to-WhatsApp (CTWA) is Meta's ad format in which an ad on Facebook or Instagram opens a WhatsApp chat with the business directly, instead of a web page. The user lands in the conversation, often with a pre-filled message, and the business acquires a qualified contact it can talk to right away, within the rules of the customer service window.
Read the definitionContact list (and list hygiene)
The contact list is the set of numbers and profiles a business can reach with its communications. List hygiene is the practice of keeping it clean and legitimate: only contacts with valid consent, removal of those who unsubscribed, data updates, deletion of inactive or wrong numbers. A well-kept list protects the number's reputation and delivery rates.
Read the definitionContact segmentation
Contact segmentation is the division of the address book into homogeneous groups by characteristics or behavior, such as interests, purchases, geographic area, funnel stage or date of last contact, in order to send each group relevant messages. On WhatsApp it is the practice with the greatest impact on replies, costs and number protection, because it reduces irrelevant sends.
Read the definitionContact tags
Contact tags are free-form labels applied to contacts in the address book to classify them: interest shown, stage in the purchase journey, source, location, language. A contact can have several tags at once. They are the foundation of segmentation: campaigns are targeted only at contacts with certain tags, and tag filters make even a very large address book searchable.
Read the definitionConversational AI
Conversational AI is the set of technologies that lets software hold a dialogue in natural language: it understands the user's requests, maintains the context of the conversation and generates relevant answers. Current systems are based on large language models (LLMs), capable of handling free-form phrasing and multiple languages without predefined paths, unlike rule-based chatbots.
Read the definitionConversational commerce
Conversational commerce is the sale of products and services through real-time conversations on messaging apps, chat and voice assistants. The entire purchase journey, from product discovery to pre-sale questions through to the order and support, happens inside a dialogue, replicating online the experience of a shop assistant instead of catalog browsing.
Read the definitionConversational email
Conversational email is the management of email as an ongoing dialogue inside a shared multichannel inbox, rather than as one-way campaigns. The customer's emails enter the same stream as the chats, keep the contact's unified history and can be answered by agents or by the AI assistant, with the same logic as messaging conversations.
Read the definitionCSAT (Customer Satisfaction)
CSAT (Customer Satisfaction Score) measures customer satisfaction after a specific interaction, usually with a direct question like: how satisfied are you with the support you received? Answers use a scale, commonly 1 to 5; the score is calculated as the percentage of positive answers out of all answers collected. In chat, the survey happens directly in the conversation that just ended.
Read the definitionCustomer care on WhatsApp
Customer care on WhatsApp is the delivery of customer support through WhatsApp conversations: answering questions, handling orders and complaints, technical support. It leverages a channel customers use daily, with a persistent conversation history, and typically combines automated replies for frequent requests with human agents for complex cases.
Read the definitionDedicated WhatsApp number
A dedicated WhatsApp number is the phone line registered exclusively on a business's Business API: a number can only be connected to one environment at a time, so it can't work on the app and the API simultaneously. It can be a mobile, landline or virtual number, as long as it can receive the verification code via SMS or call.
Read the definitionE-commerce integration
E-commerce integration is the technical link between an online store and a messaging platform, built through APIs, webhooks or plugins. Store events, such as a new order, a shipment or an abandoned cart, automatically trigger messages to the customer; in the opposite direction, data collected in chat enriches customer records. It eliminates the manual work of copying information between systems.
Read the definitionEscalation to a human agent
Escalation to a human agent is the handover of a conversation from the automated system, chatbot or AI agent, to a person, triggered when the request exceeds what automation can do, touches sensitive topics, or when the user explicitly asks for it. It's the mechanism that makes automation sustainable: the AI absorbs the volume, the agent handles the exceptions that matter.
Read the definitionFirst Response Time
First Response Time (FRT) is the time between the customer's first message and the business's first reply. It is one of the metrics with the greatest influence on perceived service: in chat, people expect replies in minutes, not hours. It is measured as the mean or median over a period's new conversations, distinguishing between automated and human replies.
Read the definitionGDPR and WhatsApp marketing
The GDPR fully applies to WhatsApp marketing: phone numbers are personal data and their promotional use requires a legal basis, typically explicit consent, plus a transparent privacy notice, the ability to withdraw, data minimization and processing agreements with the providers involved. Violations expose you to fines from the data protection authority, on top of Meta's penalties.
Read the definitionIn-chat payments
In-chat payments on WhatsApp are the features that let a transaction be completed without leaving the conversation, through native services available in selected markets, such as India and Brazil, or through payment links sent in chat in other countries. They reduce the steps between interest and purchase, closing the conversational sales cycle inside WhatsApp.
Read the definitionInstagram Direct (DM) API
The Instagram Direct API is Meta's interface for managing Instagram direct messages from external software: receiving DMs in a shared inbox, replying automatically, integrating bots and AI assistants. It requires an Instagram business or creator account linked to a Facebook Page, and is subject to reply time windows similar to Messenger's.
Read the definitionInteractive buttons
Interactive buttons are buttons that appear under a WhatsApp message and let the recipient reply or act with one tap. They come in two families: quick replies, which send a predefined answer in the chat, and call-to-action buttons, which open a website or start a call. They reduce reply friction and increase the share of recipients who interact with the message.
Read the definitionLead qualification
Lead qualification is the process by which a business assesses whether a potential customer has enough fit, need and purchase intent to be passed to sales. On WhatsApp it happens directly in the chat: targeted questions about budget, timing and needs let you classify the contact and route them to the right path, reducing time spent on unpromising requests.
Read the definitionList messages (selection lists)
Selection lists, or list messages, are WhatsApp interactive messages that open a menu of selectable options, up to ten items organized in sections. The user taps the menu button, scrolls the options and picks one, which arrives in the chat as a structured reply. They suit service menus, time slot choices and guided paths with many alternatives.
Read the definitionMarketing template messages
Marketing template messages are the WhatsApp template category meant for promotional content: offers, product launches, commercial reminders, customer reactivation. They are the only compliant way to send promotions to contacts outside the 24-hour window and they are the most expensive category in Meta's price list, with per-message rates that vary by the recipient's country.
Read the definitionMedia messages
Media messages are WhatsApp messages that contain media instead of or in addition to text: images, videos, PDF documents, audio and voice notes. In marketing they serve to show products, send catalogs and price lists, confirm orders with attached receipts. Via the API, media is sent by uploading the file or pointing to its public URL, including within approved templates.
Read the definitionMessage markup
A message markup is the surcharge some platforms and BSPs apply on top of Meta's official rates for every WhatsApp message sent, as a revenue stream in addition to the software fee. It can take the form of a per-message price above the list, credit sales or conversation bundles. The alternative is the pass-through model, with Meta's costs passed on at the official price.
Read the definitionMessage statuses (sent/delivered/read)
Message statuses describe the life cycle of a WhatsApp message: sent (one check mark), delivered to the device (two checks), read (blue checks). On the official API, statuses arrive as webhook events (sent, delivered, read), plus failed in case of error. They make it possible to measure a campaign's actual delivery, not just the sending.
Read the definitionMessaging limits (messaging tiers)
Messaging limits, or messaging tiers, define how many conversations a WhatsApp Business number can initiate with unique customers within 24 hours. Meta's levels start at 250 conversations for numbers without business verification, then 1,000, 10,000, 100,000 and unlimited. Promotion to the next tier happens automatically based on the volumes used and the quality maintained.
Read the definitionMeta Business verification
Meta Business verification is the process by which Meta confirms that a business is a real legal entity, through company documents, domain and official contact details uploaded in Business Manager. For the WhatsApp Business API, verification unlocks higher messaging limits than the starting level and lets you request the display of the business name instead of the number.
Read the definitionMultichannel communication
Multichannel communication is the coordinated management of several contact channels, such as WhatsApp, email, SMS, Telegram, Instagram and website chat, from a single strategy and ideally a single platform. The goal is to reach each customer on the channel they actually use, keeping content consistent and a single view of the contact regardless of the entry point.
Read the definitionNo-shows (missed appointments)
A no-show is a customer who doesn't turn up for a booked appointment without notice or cancellation. For medical practices, hairdressers, restaurants and professionals it is a direct cost: the reserved time goes unsold and is hard to fill at the last minute. The main countermeasure is the automatic reminder with a confirmation request, which lets you free the slot when the customer doesn't reply or cancels.
Read the definitionNPS (Net Promoter Score)
NPS (Net Promoter Score) is a loyalty metric that measures customers' propensity to recommend a business, asking how likely they would be to recommend it on a scale from 0 to 10. Those who answer 9 or 10 are promoters, 7 or 8 passives, 0 to 6 detractors: the NPS is the percentage of promoters minus the percentage of detractors, so it ranges from -100 to +100.
Read the definitionNumber quality rating
The quality rating is the assessment Meta assigns to the quality of messages sent from a WhatsApp Business number, expressed in three levels: high, medium and low. It is based on recent signals from recipients, in particular blocks and reports. A prolonged low rating can reduce the number's messaging limits or lead to restrictions on its features.
Read the definitionOpt-out and unsubscribing
Opt-out is the withdrawal of consent to receive communications: the contact asks to stop receiving messages and the business is obliged to halt promotional sends. On WhatsApp it typically happens by writing a keyword like STOP in the chat, or by directly blocking the number. Handling opt-out well is a legal requirement and at the same time a safeguard for the number's quality.
Read the definitionPersonalization with variables
Personalization with variables is the insertion of dynamic fields into a message's text, such as the recipient's name, order number, appointment date or amount. At send time, each variable is replaced with the individual contact's real data: everyone receives the same template, but each person reads a message built on their own data. In WhatsApp templates, variables are numbered placeholders.
Read the definitionQuick replies
Quick replies are predefined messages recalled with a shortcut to answer recurring questions in a few keystrokes: opening hours, prices, addresses, shipping terms. On the WhatsApp Business app they are triggered by typing a slash followed by the chosen code; in API platforms they become libraries of replies shared by the whole team, with variables and categories.
Read the definitionREST API (integration)
A REST API is an interface that lets different software communicate over HTTP using standard operations on resources identified by URLs. In the messaging context, it allows sending messages, creating contacts or reading conversations from external systems such as management software, CRMs and e-commerce, without going through the graphical interface. Together with webhooks, it is the foundation of any integration between platforms.
Read the definitionSending frequency
Sending frequency is the number of promotional messages a contact receives in a given period. It's a delicate balance: too many messages generate blocks, reports and unsubscribes, too few make the brand forgettable. On WhatsApp the tolerance threshold is lower than in email, because the channel is perceived as personal, and excesses damage the number's quality rating.
Read the definitionSending times
Sending times are the time slots and days of the week chosen for delivering campaigns and automated messages. On WhatsApp they matter more than elsewhere: the message arrives as a notification on a personal phone, so ill-timed sends are perceived as intrusive. The choice accounts for the audience's habits, the time zone and the type of communication.
Read the definitionShared inbox
A shared inbox is the WhatsApp conversation box accessible simultaneously by multiple agents on the same business number. Every team member sees the chats, can reply, assign or take over conversations, with the same history in front of everyone. It is the operational answer to the limits of the WhatsApp Business app, which is designed for individual use.
Read the definitionSMS marketing
SMS marketing is the sending of promotional or service communications via text messages over the phone network. Its strengths are universal coverage, because it requires no internet or installed apps, and the near-immediate reading of notifications. The limits: short text, no images or rich two-way conversation, costs per individual message sent.
Read the definitionTelegram for business
Telegram for business is the use of Telegram as a sales and support channel, through bots, broadcast channels and groups. Compared to WhatsApp it offers free bot APIs, no requirement for approved templates and no time window on replies, but a user base that differs in size and habits, varying greatly from country to country.
Read the definitionTransactional notifications
Transactional notifications are automatic messages tied to a specific customer action or account event: order confirmation, shipping notice, payment receipt, appointment reminder. They have no promotional purpose, and on WhatsApp they fall under utility-category templates, which require Meta's approval and cost less per conversation than marketing messages.
Read the definitionUtility messages
Utility messages are the WhatsApp template category reserved for transactional communications tied to an existing action or agreement with the user: order confirmations, shipping updates, appointment reminders, payment notices. They must contain no promotional content. They are priced lower than marketing templates, and Meta has made them free when sent within an open customer service window.
Read the definitionVoice AI (AI phone receptionist)
Voice AI applied to the phone is an answering service or switchboard with artificial intelligence: it answers calls with a natural voice, understands speech, provides information, books appointments and takes messages. Unlike traditional voicemail, which merely records, it holds a real conversation and handles requests, reserving only the complex cases for human staff.
Read the definitionwa.me link
The wa.me link is WhatsApp's official short URL that opens a chat with a specific number: it takes the form wa.me followed by the number in international format without symbols, with an optional pre-filled text parameter. Clicked from a phone it opens the app, from desktop it opens WhatsApp Web, making it instant to start a conversation from websites, emails and social media.
Read the definitionWAMID (WhatsApp message ID)
The WAMID (WhatsApp Message ID) is the unique identifier WhatsApp assigns to every message sent or received through the official API. It is used to correlate subsequent events with the original message: status updates cite the WAMID to indicate which message was delivered or read, and quoted replies use it to reference the quoted message.
Read the definitionWebhook
A webhook is a mechanism by which one system automatically notifies another of an event, sending an HTTP call to a predefined address the moment the event occurs. Unlike polling, where the software continuously queries the server, the information travels as push: in messaging, webhooks carry incoming messages, status updates and delivery confirmations in real time.
Read the definitionWebsite chat widget
The website chat widget is a graphical element, usually a floating button at the bottom of the page, that opens a conversation: a chat embedded in the site itself or a direct link to WhatsApp. It turns anonymous visitors into identified conversations reusable over time, capturing the contact at the moment of peak interest, while they're looking at your offer.
Read the definitionWelcome message
The welcome message is the automatic reply sent when a contact writes to a business WhatsApp number for the first time, or writes again after a long period of inactivity. It introduces the business, sets expectations on hours and response times and often steers the request with options or questions, opening the conversation in a professional way.
Read the definitionWhatsApp automations
WhatsApp automations are rules that perform actions without human intervention when conditions occur: a keyword received, a new contact, a time of day, an external event. Typical actions include automatic replies, template sends, tag assignment, sequence starts and handover to an agent. On the Business API they are implemented through platforms or dedicated integrations.
Read the definitionWhatsApp ban (and how to avoid it)
A WhatsApp ban is the restriction or suspension of a number or business account by Meta for policy violations: sends without consent, user reports and blocks, content prohibited by the Commerce Policy, or the use of unauthorized automation tools. It can be temporary or permanent and cuts off the channel with all customers.
Read the definitionWhatsApp broadcast
A WhatsApp broadcast is the mass sending of the same message to many recipients, delivered to each one as an individual chat rather than a group. On the WhatsApp Business app it is limited to lists of recipients who have saved the number in their address book; through the Business API it is done with approved templates, without that constraint and at much higher volumes, within the number's messaging limits.
Read the definitionWhatsApp Business account
The WhatsApp Business account is a company's official presence on WhatsApp and comes in two forms: the WhatsApp Business app, free and designed for manual management from a single main device, and the WhatsApp Business Platform (API), designed for software integrations, automations and high volumes. On the API, business numbers are grouped in a WABA, the WhatsApp Business Account.
Read the definitionWhatsApp Business API
The WhatsApp Business API, renamed WhatsApp Business Platform by Meta, is the programming interface that lets businesses send and receive WhatsApp messages programmatically, integrating them with CRMs, management systems and marketing platforms. It has no graphical interface of its own: it is used through a software platform or an authorized provider. It is designed for high volumes, automations and teams with multiple agents — scenarios the apps don't cover.
Read the definitionWhatsApp Business App vs API
The WhatsApp Business App and the WhatsApp Business API are the two official tools for businesses on WhatsApp: the app is free, installs on a phone and is designed for small businesses with a single person managing it; the API has no interface of its own, is used through platforms and serves teams, automations and compliant mass sending. The choice depends on volumes, people involved and integration needs.
Read the definitionWhatsApp business profile
The WhatsApp business profile is the public card associated with a business number: business name, image, description, industry category, address, hours, website and email. Customers view it by tapping the chat name, and it is the first trust signal for the number. On numbers connected to the API, the profile is managed via software, without the app on a phone.
Read the definitionWhatsApp catalog
The WhatsApp catalog is the showcase of products and services attached to a business account's profile: each item has a photo, name, price, description and link. Customers browse it inside WhatsApp, can ask about a specific item and, where the feature is active, build a cart and send it to the business as an order directly in the chat.
Read the definitionWhatsApp chatbot
A WhatsApp chatbot is software that automatically converses with users inside WhatsApp, answering questions and guiding flows such as bookings, orders or first-level support. It can be rule-based, with menus and keywords, or powered by generative artificial intelligence. On the Business API it operates by receiving messages via webhook and replying in real time within the customer service window.
Read the definitionWhatsApp Cloud API
The WhatsApp Cloud API is the version of the WhatsApp Business API hosted directly on Meta's servers, available since 2022. It removes the need to install and maintain infrastructure at the business or the provider: you connect via HTTPS with a token and receive messages through webhooks. It replaced the previous On-Premises API, which Meta has retired.
Read the definitionWhatsApp conversation (billing)
In WhatsApp Business API billing, the conversation was the unit of charge until 2025: a 24-hour session opened by the first message, with the price determined by the category (marketing, utility, authentication, service) and the user's country. Meta then moved to pricing per delivered template message, keeping customer-initiated service conversations free.
Read the definitionWhatsApp CRM
A WhatsApp CRM is a contact management system in which WhatsApp is the primary interaction channel: every customer has a record with data, tags, notes and the entire conversation history, and from that record you launch messages, campaigns and automations. It can be a native platform or the integration between a traditional CRM and the Business API.
Read the definitionWhatsApp deliverability
WhatsApp deliverability is the ability of a business's messages to actually reach their recipients. It depends on technical and reputational factors: number validity, the account's quality rating, messaging limits, user blocks and reports, template status and Meta filters such as the caps on marketing messages. It is measured by comparing sent, delivered and read.
Read the definitionWhatsApp drip campaign
A drip campaign is a scheduled sequence of messages sent at predefined intervals, drip by drip, to guide a contact along a journey: welcome and onboarding, lead nurturing, post-purchase follow-up. On WhatsApp it is built with approved templates for messages outside the window, and it stops or branches based on the recipient's replies.
Read the definitionWhatsApp Flows
WhatsApp Flows is the Business Platform feature that lets you build structured interactive experiences inside the chat: screens with form fields, selections, dates and summaries, without leaving WhatsApp. It is used to digitize processes such as bookings, lead generation, surveys and support requests, collecting structured data instead of free text scattered through the conversation.
Read the definitionWhatsApp funnel
The WhatsApp funnel is the journey that takes a contact from the first message to conversion, entirely inside the chat: acquisition via links, QR codes or widgets, qualification with automated questions, nurturing with content and promotions, closing with a purchase or an appointment. Unlike a web funnel, every stage happens in the same channel and keeps the conversation history.
Read the definitionWhatsApp green tick
The WhatsApp green tick is the verification badge that identifies a business's official account on WhatsApp and indicates that Meta has confirmed its authenticity. Historically green, the badge is now shown in blue, in line with the Meta Verified program, but in everyday language it is still called the green tick. It applies to the business number associated with the brand.
Read the definitionWhatsApp message costs
The cost of WhatsApp messages on the Business API is set by Meta's official price list: you pay for delivered template messages (marketing, utility, authentication), with per-message rates that vary by category and by the recipient's country. Customer-initiated conversations and replies within the 24-hour window are free. On top of these costs comes the fee for the platform you use.
Read the definitionWhatsApp open rate
The WhatsApp open rate is the percentage of messages read by recipients out of the total messages delivered. It is the metric that most sets the channel apart: industry studies report values typically above 90 percent, against averages around 20 percent for email marketing, thanks to the app's personal nature and push notifications.
Read the definitionWhatsApp opt-in
WhatsApp opt-in is the prior, explicit consent a person gives a business to receive proactive messages on WhatsApp. Meta's policies require it before any business-initiated send, and the consent must clearly state the WhatsApp channel and the brand name. For European businesses, the opt-in is in practice the same legal basis the GDPR requires for marketing.
Read the definitionWhatsApp QR code
A WhatsApp QR code is a scannable code that opens a chat with a business WhatsApp number directly, usually with a pre-filled message. It turns physical and digital touchpoints — shop windows, packaging, receipts, menus and printed materials — into an immediate conversational channel, without the user having to save the number or type it in manually.
Read the definitionWhatsApp template
A WhatsApp template is a message format pre-approved by Meta that a business uses to start a conversation on the WhatsApp Business API outside the 24-hour customer service window. It contains fixed text and customizable variables, can include images, documents, buttons and links, and belongs to a category (marketing, utility or authentication) that determines its content rules and pricing.
Read the definitionWin-back campaign
A win-back campaign is a marketing action aimed at inactive customers or cooled-off leads with the goal of bringing them back to purchase or conversation. It combines a segment based on inactivity, for example no orders or messages for a certain number of months, with an offer or a concrete reason to return. On WhatsApp it is run with marketing templates sent to contacts who still hold a valid opt-in.
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