Glosarium

2

24-hour window

The common name for WhatsApp's customer service window, during which free-form replies are allowed.

A

AI agent

Software that uses a language model to hold conversations, answer questions and take actions.

B

Broadcast

A message sent to many opted-in contacts at once, usually with a template.

BSP (Business Solution Provider)

A Meta-approved company that gives businesses access to the WhatsApp Business Platform.

C

Catalog

A list of products linked to a WhatsApp Business number that can be shown and ordered in chats.

Click-to-WhatsApp ad

A Facebook or Instagram ad that opens a WhatsApp chat with the business.

Coexistence

Using the WhatsApp Business app and the WhatsApp Business Platform on the same number at the same time.

Conversions API

Meta's server-to-server way for businesses to report events, such as leads and purchases, to improve ad measurement.

Customer service window

The 24-hour period after a customer's last message in which a business can reply freely.

E

Embedded signup

Meta's guided flow for connecting a business and phone number to the WhatsApp Business Platform.

H

Human handoff

Passing a conversation from a bot or AI agent to a person on your team.

I

Interactive message

A WhatsApp message with buttons, lists or other tappable elements.

IVR (interactive voice response)

A phone menu that lets callers choose options with their keypad or voice.

M

MCP (Model Context Protocol)

An open standard that lets AI assistants connect to tools and data sources.

Messaging limits and tiers

The number of unique customers a business can start conversations with in a rolling 24 hours.

O

Opt-in

A person's clear agreement to receive messages from a business on WhatsApp.

Q

Quality rating

Meta's score for how customers have received a number's recent messages.

R

RCS (Rich Communication Services)

An upgrade to SMS that supports branding, media, buttons and read receipts in the phone's default messaging app.

S

Session message

A free-form WhatsApp message sent inside the customer service window, without a template.

T

Template message

A pre-approved WhatsApp message used to start a conversation or message outside the 24-hour window.

V

Verified business badge (green tick)

A badge shown next to a business's name on WhatsApp to confirm it is authentic.

W

Webhook

An automatic HTTP message one system sends to another when something happens.

WhatsApp Business API

Meta's official platform for businesses to send and receive WhatsApp messages at scale.

WhatsApp Flows

Multi-screen forms that open inside WhatsApp for bookings, sign-ups and more.

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