Your A-Z glossary for key terms and definitions in WhatsApp Business API Platform
In an ever-evolving digital landscape where businesses seek more meaningful connections with their customers, the WhatsApp Business API has emerged as a game-changer. Imagine having a direct line to your audience, delivering personalized messages, and providing top-notch customer service at your fingertips. Yet, mastering the WhatsApp Business API can feel like exploring uncharted territory. Fear not! Welcome to "The Complete WhatsApp Business API Definition Guide" – your compass through the API's intricate terminology. Whether you're a tech-savvy pro or a curious newcomer, this guide is your key to unlocking the full potential of WhatsApp for business. We're here to demystify the jargon, one term at a time, and empower you to revolutionize your customer interactions. Let's embark on this exciting journey to supercharge your business communication strategy with WhatsApp's secret language.
Account: A WhatsApp Business API account is a unique identifier that allows businesses to send and receive messages through the WhatsApp Business API. Businesses can create a WhatsApp Business API account through a Business Solution Provider (BSP).
Action buttons: Action buttons are interactive buttons that can be added to WhatsApp Business messages. Action buttons allow customers to take specific actions, such as visiting a website, making a phone call, or sending a message.
Active – High Quality: The template has received little to no negative customer feedback. Message templates with this status can be sent to customers.
Active – Low Quality: The template has received negative feedback from multiple customers. Message templates with this status can be sent to customers but are in danger of being paused or disabled soon, so we recommend that you address the issues that customers are reporting.
Active – Medium Quality: The template has received negative feedback from multiple customers but may soon become paused or disabled. Message templates with this status can be sent to customers.
Active – Quality pending: The message template has yet to receive quality feedback from customers. Message templates with this status can be sent to customers.
Agent: A WhatsApp Business API agent is a person who handles customer inquiries and provides support through WhatsApp. Agents can use WhatsApp Business to send and receive messages, as well as access other features such as customer profiles and chat history.
Analytics: WhatsApp Business API analytics provide businesses with insights into how their customers are using WhatsApp. Businesses can use analytics to track metrics such as message open rates, click-through rates, and response times.
API: API stands for Application Programming Interface. It is a set of rules and specifications that define how two software applications can communicate with each other. The WhatsApp Business API allows businesses to integrate WhatsApp messaging into their customer support systems and provide automated responses using chatbots.
Approval flow: An approval flow is a process that businesses can use to manage how WhatsApp Business messages are sent. Approval flows can be used to ensure that messages are compliant with WhatsApp's policies and guidelines, and that they are consistent with the business's brand and messaging strategy.
Automated messaging: Automated messaging is a WhatsApp Business API feature that allows businesses to send automated messages to customers, such as order confirmations, appointment reminders, and shipping notifications. Automated messages can be triggered by a variety of events, such as a customer placing an order or sending a message to a business.
Broadcast message: A broadcast message is a message that is sent to multiple customers at the same time.
BSP: BSP stands for Business Solution Provider. A BSP is a company that is certified by Meta to provide businesses with access to the WhatsApp Business API. BSPs can help businesses set up and manage their WhatsApp Business API accounts, as well as develop custom solutions that integrate WhatsApp messaging with their existing business systems.
Business Account Manager (BAM): A BAM is a dedicated WhatsApp employee who helps businesses to get the most out of the WhatsApp Business API. BAMs can provide businesses with support and guidance on a variety of topics, such as setting up their WhatsApp Business API account, creating message templates, and managing their WhatsApp Business conversations.
Business Verification: Business Verification is a process that WhatsApp uses to verify the identity of businesses. Verified businesses have a green checkmark next to their name on WhatsApp. This helps customers to identify and trust businesses on WhatsApp.
Call to action (CTA): A CTA is a statement or phrase that encourages customers to take a specific action, such as visiting a website, making a purchase, or signing up for a newsletter. CTAs can be included in WhatsApp Business messages, as well as on business websites and social media pages.
Call-to-Action Buttons: Allows your customer to call a phone number and visit a website
Campaign: A campaign is a set of WhatsApp Business messages that are sent to a specific group of customers. Campaigns can be used to promote new products or services, to announce special offers, or to provide customers with important information.
Chat labels: Chat labels allow businesses to categorize their WhatsApp Business conversations. This can help businesses to organize their conversations and to track the progress of customer interactions.
Chatbot: A chatbot is a computer program that can simulate conversation with humans. WhatsApp Business API chatbots can be used to provide customer support, answer questions, and even process orders. Chatbots can be programmed to respond to a wide range of customer inquiries, and they can be integrated with other business systems, such as CRM systems and e-commerce platforms.
Chatbot template: A chatbot template is a pre-built chatbot that businesses can use to provide customer support or to automate other tasks. Chatbot templates are available for a variety of industries and use cases.
Conversation: A conversation is a series of WhatsApp Business messages that are exchanged between a business and a customer. Conversations can be one-on-one or they can involve multiple people.
Conversational commerce: Conversational commerce is a type of commerce that takes place through conversations between businesses and customers.
Customer chat plugin: A customer chat plugin is a piece of code that can be added to a business's website or app to allow customers to start a WhatsApp chat session directly from the website or app. Customer chat plugins make it easy for customers to get in touch with businesses, and they can help businesses increase website traffic and engagement.
Customer persona: A customer persona is a fictional representation of a business's ideal customer. Customer personas can be used to inform the business's marketing and sales strategies, as well as the design of its WhatsApp Business messages.
Customer relationship management (CRM): CRM is a business strategy that focuses on building and maintaining relationships with customers.
Data protection: Data protection refers to the practices that businesses use to safeguard the privacy and security of customer data. WhatsApp Business API businesses are required to comply with WhatsApp's data protection policies and guidelines.
Delivery report: A delivery report is a notification that is sent to a business when a customer receives a WhatsApp Business message. Delivery reports can help businesses to track the status of their messages and to ensure that they are being delivered to customers.
Discovery: Discovery is the process by which customers can find and contact businesses on WhatsApp. Businesses can be discovered through search, QR codes, and website links. Businesses can also create "click to WhatsApp" buttons on their website to make it easy for customers to start a chat session.
Embedded Signup: WhatsApp Embedded signup is a way for Business Solution Providers (BSPs) to let businesses onboard to the WhatsApp Business Platform directly from their website. It can be used to onboard customers to the WhatsApp Business Platform Cloud API or the WhatsApp Business Platform On-Premises API.
Encryption key: An encryption key is a unique key used to encrypt and decrypt messages sent and received on WhatsApp. Encryption keys are stored on the user's device, and they are not shared with WhatsApp or Meta. This ensures that messages are always protected, even if the user's device is lost or stolen.
End-to-End Encryption: A security feature in WhatsApp that ensures messages are only visible to the sender and recipient.
Engagement rate: The engagement rate is a metric that measures how engaged customers are with a business's WhatsApp Business messages. The engagement rate can be calculated by dividing the number of customers who interact with a message by the total number of customers who receive the message.
Facebook App ID: A unique identifier that businesses use to authenticate and authorize access to the Cloud API.
Facebook Business Manager: A tool used to manage and organize a business’s Facebook and Instagram accounts, as well as its WhatsApp Business Account.
FAQ: FAQ stands for Frequently Asked Questions. A FAQ is a list of commonly asked questions and their answers. Businesses can use FAQs to provide customers with answers to their most common questions about their products or services, as well as about WhatsApp Business.
Forwarding Limit: A limit on the number of times a message can be forwarded on WhatsApp to help prevent the spread of misinformation.
Free Entry Points Conversations: Conversations are not charged when users message businesses using call-to-actions buttons in Ads that Click to WhatsApp or Facebook Page call-to-action buttons on devices running Android or iOS. Free entry point conversations last 72 hours and can only be user-initiated.
Free Tier Conversations: The first 1,000 conversations each month are free. This way your business can build experiences your customers will love before having to pay. Each WhatsApp Business account (WABA) will receive 1,000 free conversations per month. These conversations can be either user or business-initiated. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000, as the free tier is provided at the WABA level. The free tier is refreshed monthly, based on the timezone associated with the WABA.
Graph API: The Graph API is the primary way to get data into and out of the Facebook platform. It’s an HTTP-based API that apps can use to programmatically query data, post new stories, manage ads, upload photos, and perform a wide variety of other tasks.
Green checkmark: The green checkmark is a symbol that appears next to a business's name on WhatsApp to indicate that the business has been verified by WhatsApp.
Group chat: A group chat is a WhatsApp conversation that involves more than two people. Group chats can be used to communicate with teams of employees, customers, or partners.
Group management: Group management is the process of creating, managing, and moderating WhatsApp groups. Businesses can use group management tools to add and remove members from groups, to set group rules, and to mute or remove disruptive members.
High Availability: A system design that ensures the WhatsApp Business API is always available and operational.
HSM (Highly Structured Message): A message format used for sending pre-approved message templates to customers outside the 24-hour customer service window.
Integration: An integration is a connection between two software applications that allows them to share data and functionality.
Interactive Buttons: A feature that allows businesses to include interactive buttons in their messages, allowing customers to take actions such as making a purchase or scheduling an appointment.
Interactive buttons: Interactive buttons are buttons that allow customers to take specific actions within a WhatsApp Business message. Interactive buttons can be used to collect feedback, to generate leads, and to drive sales.
Interactive message: An interactive message is a WhatsApp Business message that includes interactive elements, such as action buttons, polls, and quizzes. Interactive messages can be used to engage customers and to collect feedback.
Interactive Message Templates: WhatsApp Interactive message templates expand the content you can send recipients beyond the standard message template and media messages template types to include interactive buttons using the components object.
Invoice Message: A type of message template that allows businesses to send customers an invoice for a product or service.
Knowledge base: A knowledge base is a collection of information about a business's products or services. Businesses can use their knowledge base to answer customer questions and to provide customers with self-service support.
Labels: A feature that allows businesses to organize and filter customer chats based on specific criteria.
Lead: A lead is a potential customer who has expressed an interest in a business's products or services. Businesses can use WhatsApp Business to generate leads and to nurture them into paying customers.
Lead generation: Lead generation is the process of identifying and qualifying potential customers.
Linked Devices: The feature that allows businesses to use the same WhatsApp Business Account on multiple devices.
Marketing automation: Marketing automation is the use of software to automate marketing tasks, such as sending emails and social media posts.
Marketing automation: Marketing automation is the use of software to automate marketing tasks, such as sending emails and social media posts. WhatsApp Business can be integrated with marketing automation software to automate the sending of WhatsApp Business messages.
Message history: The message history is a record of all the WhatsApp Business messages that a business has sent and received. Businesses can use their message history to track customer interactions and to identify trends.
Message preview: A message preview is a short excerpt of a WhatsApp Business message that is displayed to customers when they receive a notification. Businesses can use message previews to encourage customers to open their messages.
Message scheduling: Message scheduling is a WhatsApp Business feature that allows businesses to schedule WhatsApp Business messages to be sent at a later time. This can be helpful for businesses that want to send messages to customers outside of their regular business hours.
Message templates: Message templates are predefined messages that businesses can use to send automated messages to customers. Message templates must be approved by WhatsApp before they can be sent. This helps to ensure that businesses are only sending messages that are relevant and useful to customers.
Multi-agent chat: Multi-agent chat is a WhatsApp Business feature that allows multiple agents to collaborate on a single customer conversation. This can be helpful for businesses that handle a large volume of customer inquiries.
Multi-device: Multi-device is a WhatsApp Business feature that allows businesses to use WhatsApp Business on multiple devices without having to keep their phone connected to the internet. This can be helpful for businesses that have multiple employees who need to access the same WhatsApp Business account.
Notification: A notification is a message that is sent to a customer's mobile device to alert them of a new message or event. Notifications can be customized to include specific information, such as the sender's name, the message subject, and the first few words of the message.
Notification settings: Notification settings allow businesses to control how customers receive notifications for WhatsApp Business messages. Businesses can choose to send notifications for all messages, only for important messages, or for no messages at all.
Number Masking: A feature that allows businesses to keep their phone number private by masking it with a different number when communicating with customers on WhatsApp.
Opt-in: Opt-in is the process by which customers agree to receive WhatsApp Business messages from a business. Businesses are required to obtain customers' opt-in before sending them any messages.
Order management: Order management is the process of processing and fulfilling customer orders.
Payment: A feature that allows businesses to receive payments from customers through WhatsApp.
Payment link: A payment link is a link that businesses can send to customers in WhatsApp Business messages to allow them to make payments. Payment links can be used to accept payments for products, services, or donations.
Payment processing: Payment processing is the process of accepting and processing payments from customers.
Personalization: Personalization is the act of tailoring WhatsApp Business messages to individual customers. Businesses can personalize their messages by using customer names, purchase history, and other data.
Phone number: A WhatsApp Business API phone number is a unique phone number that is associated with a WhatsApp Business API account. Businesses can use their WhatsApp Business API phone number to send and receive messages through WhatsApp. WhatsApp Business API phone numbers must be verified by WhatsApp before they can be used.
Profile: A WhatsApp Business API profile is a business's public profile on WhatsApp. It includes information such as the business's name, address, website, and contact information. Businesses can also use their profile to display information about their products or services, and to share links to their website and social media pages.
Quick reply: A quick reply is a pre-written message that businesses can send to customers with a single tap. Quick replies can be used to answer common customer questions or to provide customers with quick support.
Quick Reply Buttons: Allows your customer to return a simple text message
Read receipt: A read receipt is a notification that is sent to a business when a customer opens a WhatsApp Business message. Read receipts can help businesses to track the engagement of their customers and to identify messages that are not being opened.
Response time: Response time is the amount of time it takes a business to respond to a customer's WhatsApp Business message. Businesses should aim to respond to customer messages as quickly as possible.
REST API: A software interface that allows applications to communicate with each other over the internet.
REST API Documentation: The documentation that outlines the technical details and instructions for using the WhatsApp Business API’s REST API.
Resumable Upload API: The Resumable Upload API allows you to upload large files to the Graph API and resume interrupted upload sessions without having to start over. Once uploaded, you can use an uploaded file’s handle with other Graph API endpoints that support them.
Rich media: Rich media is any type of media that can be included in a WhatsApp Business message, such as images, videos, and audio files. Businesses can use rich media to make their messages more engaging and informative.
Rich media messages: Rich media messages are WhatsApp Business messages that include images, videos, and documents. Rich media messages can be used to provide customers with more engaging and informative experiences.
Sales funnel: A sales funnel is a process that businesses use to guide customers from awareness to purchase.
Security Notifications: Alerts sent to businesses when changes are made to their WhatsApp Business Account, such as when a new user is added or when a phone number is changed.
Segmentation: Segmentation is the process of dividing customers into groups based on their shared characteristics. Businesses can use segmentation to send targeted WhatsApp Business messages to specific groups of customers.
Session: A session is a period of time during which a customer is actively communicating with a business on WhatsApp. A session can be started by either the customer or the business. Sessions can last for any length of time, and they can be ended by either the customer or the business.
Session ending: Session ending is the process of ending a WhatsApp Business conversation. Sessions can be ended by either the customer or the business.
Status message: A status message is a short message that is displayed below a business's name on WhatsApp. Businesses can use their status message to provide customers with information about their business hours, products or services, or other important announcements.
Sticker: A sticker is a type of digital image that can be sent in WhatsApp Business messages. Stickers can be used to add personality and flair to messages.
Template approval: Template approval is a process that WhatsApp uses to approve WhatsApp Business message templates before they can be sent to customers. Template approval helps to ensure that messages are compliant with WhatsApp's policies and guidelines and that they are consistent with the business's brand and messaging strategy.
Template category: Template categories are groups of WhatsApp Business message templates that are organized by topic. Businesses can use template categories to find and select the most appropriate templates for their messages.
Template library: The template library is a collection of pre-approved WhatsApp Business message templates. Businesses can use the template library to save time and to ensure that their messages are compliant with WhatsApp's policies and guidelines.
Template variables: Template variables are placeholders that can be used in WhatsApp Business message templates. Template variables can be used to personalize messages with customer names, purchase history, and other data.
Text formatting: Text formatting is the process of changing the appearance of text in a WhatsApp Business message. Businesses can use text formatting to make their messages more readable and engaging.
Third-party integration: Third-party integrations are integrations that allow businesses to connect their WhatsApp Business accounts to other software applications. Third-party integrations can be used to automate tasks, such as sending messages and generating reports.
Two-Factor Authentication – 2FA: A security feature that requires customers to provide two forms of identification (such as a password and a code sent to their phone) to access their WhatsApp account.
URL Message: A type of message template that allows businesses to send customers a clickable link to a website or app.
User Data: The information that businesses collect from customers when they interact with them on WhatsApp.
Verified Badge: A green checkmark badge that appears next to a WhatsApp Business Account’s name to indicate that it has been verified by WhatsApp as belonging to a legitimate business.
Webhook: A webhook is a method of delivering data from one software application to another in real time.
Welcome message: A welcome message is a message that is automatically sent to customers when they start a WhatsApp Business conversation with a business. Businesses can use welcome messages to introduce themselves to customers and to provide them with information about their products or services.
WhatsApp Account Migration: A process by which a WhatsApp Business Account can be transferred from one WhatsApp Business Solution Provider (BSP) to another.
WhatsApp Authentication conversations: Enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges)
WhatsApp Auto-reply: A feature that allows businesses to automatically respond to customers’ messages with a predefined message or message template.
WhatsApp Broadcast List: A feature that allows businesses to send a message to multiple customers at once who have opted-in to receive messages from the business.
WhatsApp Business Account: An account that businesses can set up on WhatsApp to provide customers with information about their business, such as their address, email, website, and business description or an account created by a business that allows them to communicate with customers on WhatsApp.
WhatsApp Business API: The WhatsApp Business API allows medium and large businesses to communicate with their customers at scale. Using the WhatsApp API, businesses can build systems that connect thousands of customers with agents or bots, enabling both programmatic and manual communication. Additionally, you can integrate the API with numerous backend systems, such as CRM and marketing platforms.
WhatsApp Business API: The WhatsApp Business API is a platform that allows businesses to communicate with their customers at scale through WhatsApp. Businesses can use the WhatsApp Business API to send automated messages, provide customer support, and even process orders.
WhatsApp Business API Authentication: The process by which businesses authenticate and authorize access to the WhatsApp Business API, using their Facebook App ID and API key.
WhatsApp Business API Client: The software application that connects a business’s systems and workflows to the WhatsApp Business API.
WhatsApp Business API Integration: The process by which businesses integrate their systems and workflows with the WhatsApp Business API.
WhatsApp Business API Key: A unique identifier that businesses use to authenticate and authorize access to the WhatsApp Business API.
WhatsApp Business API Pricing: The pricing structure for using the WhatsApp Business API, including a fee for each message sent or received, as well as a fee for using certain features such as message templates.
WhatsApp Business Display Name: The WhatsApp Business display name is your business name that customers see on your WhatsApp Business profile. Display names should be related to your business and must not violate WhatsApp Commerce and Business policies.
WhatsApp Business Management: The WhatsApp business management permission allows your app to read and/or manage WhatsApp business assets you own or have been granted access to by other businesses through this permission. These business assets include WhatsApp business accounts, phone numbers, message templates, QR codes and their associated messages, and webhook subscriptions.
WhatsApp Business Management API: The WhatsApp Business Management API allows you to programmatically manage your WhatsApp Business Account assets, such as message templates and phone numbers.
WhatsApp Business Manager: WhatsApp Business Manager is a web-based tool that allows businesses to manage their WhatsApp Business accounts and to access WhatsApp Business analytics.
WhatsApp Business Manager: WhatsApp Business Manager is a web-based tool that allows businesses to manage their WhatsApp Business accounts and to access WhatsApp Business analytics. WhatsApp Business Manager can be used to create and manage WhatsApp Business profiles, to send and receive messages, and to view analytics on customer engagement.
WhatsApp Business Platform: The WhatsApp Business Platform gives medium to large businesses the ability to connect with customers at scale. You can start conversations with customers in minutes, send customer care notifications or purchase updates, offer your customers a level of personalized service and provide support in the channel that your customers prefer to be reached on.
WhatsApp Business Platform: The WhatsApp Business Platform is a suite of tools and services that helps businesses connect with their customers on WhatsApp. It includes the WhatsApp Business API, WhatsApp Business app, and WhatsApp Business Manager.
WhatsApp Business platform: The WhatsApp Business platform is a suite of tools and services that helps businesses connect with their customers on WhatsApp. The WhatsApp Business platform includes the WhatsApp Business API, WhatsApp Business app, and WhatsApp Business Manager.
WhatsApp Business Solution Provider (BSP): A third-party provider that helps businesses set up and use the WhatsApp Business API.
WhatsApp Business Terms of Service: The terms and conditions that businesses must agree to when using the WhatsApp Business API.
WhatsApp Catalog: A feature that allows businesses to showcase and share their products and services with customers on WhatsApp.
WhatsApp Cloud API: A suite of APIs provided by Facebook that enables businesses to programmatically send and receive messages on WhatsApp.
WhatsApp Conversation-Based Pricing: Businesses using the WhatsApp Business Platform will be charged per 24-hour conversation, with different rates by conversation category. Today’s business-initiated conversations will be split into three new categories
WhatsApp Data Retention: The amount of time WhatsApp Business API stores data for regulatory compliance and business purposes.
WhatsApp Groups: A feature that allows businesses to create groups of customers to broadcast messages to.
WhatsApp In-Review: Indicates that the template is still under review. Review can take up to 24 hours.
WhatsApp Integration: The process of connecting the WhatsApp Business API to a business’s existing systems and workflows.
WhatsApp Marketing conversations: Include promotions or offers, informational updates, or invitations for customers to respond / take action. Any conversation that does not qualify as utility or authentication is a marketing conversation.
WhatsApp Media Message: A message format that allows businesses to send photos, videos, and other media files to customers on WhatsApp.
WhatsApp Message Tag: A way for businesses to send non-promotional messages to customers outside of the 24-hour customer service window.
WhatsApp Message Templates: A message template (Pre-approved message format) is required for any business-initiated messages sent using the WhatsApp Business Platform. These templates can be created using the Business Management API or the WhatsApp Business Manager.
WhatsApp Message Templates Directory: A directory provided by Facebook (Meta) that lists all available HSM (Highly Structured Message) templates for businesses to use.
WhatsApp Notifications: Automated messages that are sent to customers to inform them about events or updates related to their interactions with a business on WhatsApp.
WhatsApp On-Premises API: Businesses can host the WhatsApp On-Premises API on their own servers.
WhatsApp Opt-In: The process by which customers provide consent for a business to message them on WhatsApp.
WhatsApp Opt-Out: The process by which customers can choose to stop receiving messages from a business on WhatsApp.
WhatsApp Phone Number Verification: A process that businesses must complete to verify that they are the rightful owner of a phone number before they can use it with the WhatsApp Business API.
WhatsApp Phone Numbers: A WhatsApp Business Account (WABA) needs a valid phone number that is dedicated to using with the WhatsApp Business Platform. This guide explains how to select a phone number, add it to your account, and how to delete a phone number from your account.
WhatsApp QR Codes: A feature that allows businesses to generate QR codes that customers can scan to start a WhatsApp chat with the business.
WhatsApp Sandbox: A testing environment provided by Facebook where businesses can develop and test their integration with the WhatsApp Business API.
WhatsApp Service Conversations : All user-initiated conversations will be categorized as service conversations, which help customers resolve enquiries.
WhatsApp Session Message: A message sent to a customer within the 24-hour customer service window.
WhatsApp Template Disabled: The template has been disabled due to recurring negative feedback from customers. Message templates with this status cannot be sent to customers.
WhatsApp Template Paused: The template has been paused due to recurring negative feedback from customers. Message templates with this status cannot be sent to customers.
WhatsApp Template Quality Rating: Every message template has a quality rating based on usage and customer feedback. A message template’s rating will appear in the WhatsApp Manager whenever it has an Active status, and will displayed after a hyphen in the message template’s status
WhatsApp Template Rejected: The template has been rejected during our review process or violates one or more of our policies.
WhatsApp Utility conversations: Facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements
WhatsApp Verified Business Account: A WhatsApp Business Account that has been verified by WhatsApp as belonging to a legitimate business.
WhatsApp Web Business Tool: A web-based tool provided by Facebook that allows businesses to manage their WhatsApp Business Account, including sending and receiving messages, setting up automated messages, and managing their business profile.
WhatsApp Webhooks: Webhooks allows you to receive real-time HTTP notifications of changes to specific objects. For example, we could send you a notification when a user sends you a message or when a message template’s status has changed. This prevents you from having to query our APIs for changes to objects that may or may not have happened, and helps you avoid reaching your rate limit.