📖 WhatsApp Business glossary
99 pages, translated from our Spanish originals and kept in sync weekly.
Number Quality Rating in the API
The number quality rating in the WhatsApp API is a metric that indicates whether a phone number is suitable for sending messages. We tell you how to read it, why it matters for your business, and how to avoid having your account limited.
Read itTemplate Content Rules
WhatsApp's template content rules define what you can and cannot write in the messages your business sends to customers. We explain what they are, why they matter, and how to avoid having a template rejected.
Read itConversation identifier in the WhatsApp API
The conversation identifier (conversation ID) is the unique code that the WhatsApp API assigns to each thread of messages between your business and a customer. We explain what it is for, how it is used, what it is confused with, and what errors to avoid.
Read itMessage delivery wait time in WhatsApp Business
The message delivery wait time is the period between when you send a message on WhatsApp and when it reaches the recipient. This guide explains why it matters for your business, how it relates to Meta's official API, and what mistakes to avoid.
Read itWhat is the session response in the WhatsApp API
The session response in the WhatsApp API is the mechanism that allows you to reply to a user's message within a 24-hour window. We explain how it works, why it matters for your business, and how to use it without errors.
Read itWhatsApp status message
A WhatsApp status is an ephemeral post that disappears after 24 hours. For an SMB, it's a free storefront for announcements, promos, or news, but it has clear limits worth knowing.
Read itWhat is the API trial period?
The API trial period is the limited time you have to test an integration without paying. We explain how it works in the WhatsApp Business ecosystem, why it matters for your SMB, and how to make the most of it without falling into common mistakes.
Read itWhat is a WhatsApp call-to-action button template
We explain what a call-to-action (CTA) button template is in WhatsApp Business, how it's used, what mistakes to avoid, and how it can help you sell more without falling into spam.
Read itApproved template status
The approved template status is Meta's confirmation that a template message (HSM) can be sent via WhatsApp Business. We explain what it means, how to achieve it, why it matters for your SME, and which mistakes to avoid.
Read itWhat are AI response suggestions?
AI response suggestions are texts that an artificial intelligence proposes to reply to customer messages. In WhatsApp Business, they help SMBs respond faster without losing human control.
Read itWhatsApp Business Calls: What They Are and How to Use Them
WhatsApp Business calls let you talk to your customers by voice from the app. Here's how they work, why they matter for an SMB, and what mistakes to avoid.
Read itWhat is a dedicated number for the WhatsApp API
We explain what a dedicated number for the WhatsApp API is, why your business needs it to sell on WhatsApp, and how it relates to tools like Wando.
Read itWhat is AI-assisted live chat
AI-assisted live chat combines automatic responses with human oversight: the AI suggests, the operator approves. We explain how it works and why it benefits an SMB.
Read itGroups vs. broadcast lists for business
We explain the difference between WhatsApp groups and broadcast lists, what each one is for, and which one you should use in your business depending on your goal.
Read itWhatsApp Newsletters (Channels)
WhatsApp newsletters are bulk messages a business sends to its contacts through Meta's official API. We explain what they are, how channels work, and how to use them to sell without falling into spam.
Read itWhat is WhatsApp Flows
WhatsApp Flows is a feature of the WhatsApp Business API that lets you create interactive menus within the chat so customers can fill out forms, choose options, or make bookings without leaving the conversation. We explain how it works, what it's for, and what to consider if you're an SMB.
Read itFree Entry-Point Conversations
Free entry-point conversations are a 24-hour window WhatsApp gives businesses to respond to a user who contacted them first, at no extra cost. We explain how it works and how to make the most of it.
Read itVerifiable consent
Verifiable consent is the permission a user gives a business to receive WhatsApp messages, and that the business can prove if Meta asks for it. We explain why it's key for your SMB and how to manage it without hassle.
Read itAnti-spam and contact frequency in WhatsApp Business
What WhatsApp anti-spam is, how it affects how often you contact customers, and which practices to follow to avoid blocks or penalties.
Read itScheduled outgoing messages
Scheduled outgoing messages are WhatsApp communications that are sent at a future date and time, without manual intervention. We explain how they work, why they are useful for your SMB, and how to avoid common mistakes.
Read itUtility template vs marketing: which one does Meta use to charge
Meta charges for WhatsApp Business conversations based on the type of template you use: utility templates have a cheaper rate than marketing ones. Here we explain the difference and how it affects your business.
Read itNumber migration to the API
Number migration to the WhatsApp API is the process of transferring a phone number that already uses WhatsApp Business (app or web) to Meta's official platform. We explain how it works, why it matters for your SMB, and what mistakes to avoid.
Read itCRM connected to WhatsApp
A CRM connected to WhatsApp centralizes conversations, contacts, and sales in one place. We explain how it works, why it's useful for an SMB, and what mistakes to avoid.
Read itAbandoned Cart
What an abandoned cart is, why it matters for an SMB, and how to recover sales with WhatsApp Business in a simple and effective way.
Read itWhat is NPS by WhatsApp
NPS by WhatsApp is a fast and effective way to measure customer loyalty using the most widely used messaging channel in Latin America. We tell you how to apply it in your SMB, with an example and common mistakes.
Read itWhat are WhatsApp surveys?
WhatsApp surveys are a quick way to ask your customers questions and get instant answers. We'll show you how to use them in your business, with examples and mistakes to avoid.
Read itAutomated business hours
Automated business hours allow a business to respond to WhatsApp messages outside working hours with automatic messages. We'll explain how it works, why it's key for SMBs, and what mistakes to avoid.
Read itEscalation to a human agent
Escalation to a human is the process of transferring an automated conversation to a real agent when the AI cannot resolve it. We explain why it matters for your business and how to apply it well.
Read itWhat are automatic reminders
Automatic reminders are scheduled messages that are sent on their own to notify your customers about appointments, payments, or events. We explain how they work, why they are good for an SMB, and what mistakes to avoid.
Read itWhat is WhatsApp remarketing?
WhatsApp remarketing is a strategy to re-engage customers who have already interacted with your business, using personalized messages on the most widely used channel in Latin America. We explain how it works, why it works, and how to apply it without falling into spam.
Read itCustomer Service SLA
The customer service SLA is the service level agreement that defines how quickly a business must respond to its customers. We explain why it matters for your SMB, how to calculate it, and common mistakes when implementing it.
Read itWhat is first response time
First response time is how long a business takes to reply to a customer's first message. We explain why it matters, how to improve it, and what mistakes to avoid.
Read itResponse rate
The response rate measures the percentage of messages that receive a reply within a certain time. We explain how it's calculated, why it matters for your business, and how to improve it.
Read itEmbeddings
Embeddings are numerical representations of text that allow AI to understand meaning and context. We explain how they work and why they matter for your business on WhatsApp.
Read itContinuous Learning vs. Fine-Tuning
Learn the difference between continuous learning and fine-tuning in AI applied to WhatsApp Business, and why it matters for your SMB.
Read itWhat is a prompt
A prompt is the instruction you give an artificial intelligence to do something. We explain how it works, why it matters for your business, and how to write effective prompts.
Read itKnowledge base for an AI agent
The knowledge base is the file of answers, common questions, and data that an AI agent uses to suggest responses. We explain why it's key for your business and how to build it without losing your mind.
Read itWhat are no-code integrations (Make, Zapier, n8n)
We explain what no-code integrations are, why they are useful for an SMB, and how they connect with WhatsApp Business. Includes a concrete example and common mistakes.
Read itMeta Business Manager: What It Is and Why Your Business Needs It
Meta Business Manager is Meta's platform to manage WhatsApp, Instagram, and Facebook accounts in one place. We explain what it's for, how to use it, and what mistakes to avoid.
Read itTemplate Variables
Template variables are dynamic fields in WhatsApp templates that allow you to personalize bulk messages. Learn what they are, how they work, and why they benefit your SMB.
Read itAudio Transcription
Audio transcription converts WhatsApp voice messages into text. We explain how it works, why it's useful for an SMB, and what mistakes to avoid when using it.
Read itQuick replies on WhatsApp: what they are and how to use them
Quick replies are predefined messages that you can send with a few taps in WhatsApp Business. We explain how they work, how they help an SMB, and what mistakes to avoid.
Read itWhatsApp QR Code
The WhatsApp QR code is a direct link to a WhatsApp chat that activates when scanned. We explain how it works, why it's useful for your SMB, and common mistakes when using it.
Read itRAG (retrieval augmented generation)
RAG (retrieval augmented generation) is a technique that combines information retrieval with text generation so AI can respond with up-to-date data from your business. We explain how it works, why it's useful for an SMB, and what mistakes to avoid.
Read itAPI key
An API key is a code that identifies your app to a service like WhatsApp. We explain what it's for, why it matters to your SMB, and how to avoid common mistakes.
Read itWhat is contact enrichment
Contact enrichment is the process of completing and updating your customers' data in WhatsApp Business to improve communication and sales. Here we explain how to apply it in your SMB.
Read itFirst-party data
What first-party data is, why it benefits an SMB, and how to use it well in WhatsApp Business without killing yourself in the process.
Read itWhat is Meta Business Suite
Meta Business Suite is Meta's free tool for managing Facebook and Instagram from one place. We explain what it's for, how it relates to WhatsApp Business, and what its limits are.
Read itWhat is WhatsApp multi-device
WhatsApp multi-device lets you use the same account on several devices at once (phone, computer, tablet) without depending on the main phone. We explain how it works, why it's useful for an SMB, and what mistakes to avoid.
Read itWhat Is the Double Blue Check in WhatsApp
The double blue check is WhatsApp's read receipt: it shows that the recipient opened the chat and saw your message. We explain how it works, what it means for your business, and how to avoid common mistakes.
Read itMulti-language templates in WhatsApp Business
Multi-language templates are messages pre-approved by WhatsApp that can be sent in different languages. We explain how they work, why they are useful for an SMB, and what mistakes to avoid.
Read itWhat is Meta template review
Meta template review is the approval process WhatsApp applies to messages that businesses send to their customers. We explain how it works, why it matters for your SMB, and how to avoid common mistakes.
Read itWhat is template rejection in WhatsApp Business
Template rejection occurs when Meta does not approve a WhatsApp Business message template. We explain why it happens, how to avoid it, and what to do if your template is rejected.
Read itWhat are the header, body, footer, and buttons of a WhatsApp template
We explain what the parts of a WhatsApp Business template are (header, body, footer, and buttons), what each one is for, and how to use them well in your SMB without going crazy.
Read itWhatsApp messaging policy: what it is and how it affects your business
WhatsApp's messaging policy defines how businesses can contact customers on the platform. We explain what it is, why it matters to you, and how to avoid getting your account blocked.
Read itWhatsApp Commerce Policy
WhatsApp's Commerce Policy is Meta's set of rules regulating how businesses can sell and promote products through WhatsApp Business. We explain what it is, why it matters to you, and how to comply without complications.
Read itWhat is spam on WhatsApp
Spam on WhatsApp is any unwanted or mass message that violates Meta's policies. We explain how it affects your business, how to avoid it, and why AI with human oversight is the best alternative.
Read itWhatsApp Number Ban
A WhatsApp number ban is the temporary or permanent suspension of an account for violating Meta's policies. It affects SMBs using WhatsApp Business, and it can be prevented and appealed.
Read itMeta conversation-based pricing
We explain what Meta's conversation-based pricing is, how it impacts your business, and what mistakes to avoid so you don't overpay on WhatsApp Business.
Read itBusiness-initiated vs. user-initiated conversations: what it means
In WhatsApp Business, it's not the same when a customer writes to you first as when your business starts the conversation. We explain the difference, why it matters for your SMB, and how to handle it without hassle.
Read itContact Segmentation
Contact segmentation is the process of dividing your customer base into groups with common characteristics or behaviors to send more relevant messages. We explain why it's key for your business on WhatsApp and how to apply it without dying in the attempt.
Read itContact record
The contact record is the profile a business sees of each customer in WhatsApp Business. We explain what it's for, how it's built, and why it's key to selling better.
Read itWhat is conversation assignment
Conversation assignment in WhatsApp Business is the process of routing each chat to the right agent or team. We explain why it matters for your SMB and how to do it right.
Read itWhat is a shared inbox
A shared inbox centralizes all your team's WhatsApp Business messages in one place, so multiple agents can respond without stepping on each other's toes or duplicating replies. We explain how it works, why it's useful for an SMB, and what mistakes to avoid.
Read itMultiagent: Multiple Operators on the Same WhatsApp Number
Multiagent lets a team handle the same WhatsApp Business number in an organized way. We explain how it works, why it benefits an SMB, and what mistakes to avoid.
Read itWhat is an AI agent
An AI agent is software that chats with customers, answers questions, and automates tasks via messaging. We explain how it works, why it benefits an SMB, and what mistakes to avoid when implementing it.
Read itWhat is human-in-the-loop
Human-in-the-loop (HITL) is an approach where artificial intelligence suggests responses but a human approves them before sending. We explain why it benefits your SME and how to apply it in WhatsApp Business.
Read itNatural Language Processing (NLP)
NLP is the technology that enables machines to understand and respond in human language. We explain why it matters to your business and how it is used in WhatsApp.
Read itWhat is Conversational AI
Conversational AI is the technology that enables machines to hold dialogues with people using natural language. We explain how it works, why it benefits your business, and what mistakes to avoid when implementing it on WhatsApp.
Read itWhat is a WhatsApp welcome message
The welcome message is the first impression a customer gets when they write to your business on WhatsApp. We tell you what it's for, how to set it up, and what mistakes to avoid so your SMB starts off on the right foot.
Read itWhat is an away message
An away message is an automatic reply sent when you can't attend to your WhatsApp Business. We tell you how to use it properly, what it's for, and what mistakes to avoid.
Read itWhat are WhatsApp Business labels
WhatsApp Business labels help you organize chats and contacts. We explain how to use them to keep your work in order, with examples and common mistakes.
Read itWhat is a WhatsApp broadcast?
We explain what a broadcast is in WhatsApp Business, how it works, what it is used for in an SMB, and the most common mistakes when using it.
Read itWhat are WhatsApp bulk messages?
WhatsApp bulk messages are the sending of the same message to many contacts at once, using the official WhatsApp Business API. We explain how they work, what they are for in an SMB, and what mistakes to avoid.
Read itwa.me link
The wa.me link is an official WhatsApp shortcut that opens a conversation with a number without saving it to contacts. We explain how to use it, what it's for in your business, and common errors.
Read itClick to WhatsApp (CTWA)
Click to WhatsApp (CTWA) is a link or button that opens a direct conversation in WhatsApp. We'll show you how to use it so your customers can message you without friction and why it's key for your business.
Read itWhatsApp Catalog
The WhatsApp catalog is a WhatsApp Business feature that lets you show products and services inside the app. We explain how it works, why it helps your SMB, and what mistakes to avoid.
Read itOfficial WhatsApp API vs Unofficial API
The official WhatsApp API (WhatsApp Cloud API) is the only method allowed by Meta to connect your business securely and at scale. Unofficial APIs (such as those based on web scraping) are cheaper but violate the terms of service and can get your number blocked.
Read itWhat Are Sending Limits (Messaging Tiers) in WhatsApp Business
Sending limits (messaging tiers) are the caps WhatsApp places on messages a business can send to new contacts or those with no active conversation. We explain how they work, why they matter for your SMB, and how to avoid getting blocked.
Read itWhat is a multimedia message
A multimedia message is any message that includes images, videos, audio, documents, or GIFs in WhatsApp. In this glossary, we explain why it matters for your small business and how to use it well.
Read itWhat are dropdown lists in WhatsApp
Dropdown lists in WhatsApp are an interactive message format that lets you offer options to your customers within the conversation. We tell you how to use them, what they are for, and what mistakes to avoid.
Read itWhat are quick reply buttons
Quick reply buttons are shortcuts in WhatsApp that let your customers reply with one tap, without typing. We explain how they work, why they're good for your SMB, and what mistakes to avoid.
Read itWhat are interactive messages
WhatsApp interactive messages let your customers respond with a tap instead of typing. We explain how they work, why they help your SMB, and what mistakes to avoid.
Read itWhat is a webhook
A simple explanation of what a webhook is, how it works on platforms like WhatsApp, and why it matters for an SMB to understand it.
Read itBSP (Business Solution Provider)
A BSP (Business Solution Provider) is a Meta-authorized partner that helps businesses use the WhatsApp Business API. We explain how it works, why it matters to your SMB, and what mistakes to avoid.
Read itEmbedded Signup
Embedded Signup is Meta's flow that lets you connect WhatsApp Business to an app or platform without leaving the site. We explain how it works, why it's useful for an SMB, and what mistakes to avoid.
Read itCoexistence (app and API on the same number)
Coexistence lets you use the WhatsApp app and the WhatsApp Business API on the same number, with Meta's rules and limits. We explain how it works, when it's a good idea, and what mistakes to avoid.
Read itWhatsApp Business App vs WhatsApp Business API
We explain the differences between the free WhatsApp Business app and Meta's official API, so you know which one is right for you based on the size and needs of your business.
Read itWhat is the verified official account (green checkmark) on WhatsApp?
The verified official account (green checkmark) is the badge that Meta grants to businesses and public figures to confirm their authenticity on WhatsApp Business. We tell you how to get it, why it matters for your SME, and what mistakes to avoid.
Read itMeta business verification
Meta business verification confirms that a company is real and legitimate on WhatsApp Business and other Meta services. We explain why it matters, how it works, and what mistakes to avoid.
Read itWhatsApp Cloud API
The WhatsApp Cloud API is Meta's official solution for businesses to connect with their customers on WhatsApp, hosted in the cloud and featuring tools like templates and quick replies.
Read itWhat is the phone number ID in WhatsApp Business
The phone number ID is the unique identifier that WhatsApp assigns to each number connected to the WhatsApp Business API. We explain what it is for, why it matters to your SMB, and how to avoid common mistakes.
Read itWABA: what it is and what it's for in WhatsApp Business
We explain what WABA (WhatsApp Business Account) is in the context of the official WhatsApp API, why it benefits your SMB, and how to avoid common mistakes when setting it up.
Read itWhat is number quality rating?
Number quality rating is Meta's metric that measures whether your WhatsApp Business messages create value or annoyance. We explain how it's calculated, why it matters for your SMB, and how to avoid falling into bad reputation.
Read itWhat is opt-out in WhatsApp Business
Opt-out is the mechanism by which a user decides to stop receiving messages from a business on WhatsApp. We explain why it's key for your SMB and how to handle it well.
Read itOpt-in in WhatsApp Business: what it is and why it matters
Opt-in is the permission a user gives you to message them on WhatsApp. We explain how to get it right, why it's key for your business, and what mistakes to avoid.
Read itTemplate categories: marketing, utility, and authentication
WhatsApp template categories (marketing, utility, and authentication) determine how template messages are used. We explain what each one means and why it matters for your business.
Read itWhat is a message template (HSM)?
Message templates (HSMs) are Meta pre-approved messages that allow businesses to start conversations on WhatsApp. We explain how they work, why they matter for your SME, and how to avoid common mistakes.
Read itWhat is the 24-hour window in WhatsApp Business?
The 24-hour window is the period in which a business can respond to a customer's message on WhatsApp. We explain how it works, why it matters for your SMB, and what mistakes to avoid.
Read it