Also called: WhatsApp Business Platform, Cloud API
Meta's programmatic interface for businesses to send and receive WhatsApp messages at scale. Unlike the free WhatsApp Business app, it has no interface of its own — you use it through a platform like this one.
It is what makes several people answering one number, automation, AI replies and bulk template campaigns possible. A number connected to the API can no longer be used in the WhatsApp phone apps.
How to connect itAlso called: WhatsApp Business Account
The account Meta creates to hold your business's WhatsApp assets — your phone numbers, your message templates and your messaging limits. It sits under your Meta Business Account.
Your WABA belongs to your business, not to your software provider. If you change platforms, the WABA and its approved templates go with you.
Meta's own connect dialog, opened from inside a platform, that creates your WhatsApp Business Account, registers your phone number and grants permissions in a single flow.
It is why connecting takes about ten minutes rather than a multi-day application. You are authenticating with Meta directly — the platform never sees your Facebook password.
The identifier Meta assigns to a phone number registered on the API. Every message you send is sent from a phone number ID rather than from the number itself.
Meta's process for confirming your business is real, using documents such as a certificate of incorporation or a utility bill. It raises your messaging limits and is a prerequisite for the verified badge.
Also called: Verified badge, official business account
The badge Meta grants to notable businesses, shown next to your name in chats. It is granted by Meta on its own criteria — no platform can obtain it for you.
Being on the API and completing business verification are prerequisites, but neither guarantees it. Notability is judged largely on external press coverage.
Also called: Service window, session window
The 24 hours following a customer's message, during which you may reply with any kind of message — free text, images, PDFs, buttons — without needing an approved template.
Once it closes you may only send a pre-approved template. A customer replying to that template opens a fresh window. Almost every rule in WhatsApp business messaging follows from this one.
How it affects your billA customer's consent to receive messages from your business. Required before you start a conversation with anyone.
Anyone who messages you first has opted in to that conversation. For marketing, collect explicit consent at checkout, on a form, or in existing communications — and keep a record.
A conversation you start, outside the 24-hour window, using an approved template. These are the ones Meta charges you for.
A conversation the customer starts by messaging you. Replying inside the resulting 24-hour window is the cheapest way to use the platform.
Also called: CTWA
A button or ad that opens a WhatsApp chat with your business, pre-filled with a message. Because the customer sends the first message, it opens the free 24-hour window on their terms.
Using it for leadsAlso called: HSM, highly structured message
A message format submitted to Meta and approved in advance, used to start conversations outside the 24-hour window. Templates can contain variables filled in per recipient.
Building templatesA template category for promotions, offers, launches and re-engagement. The most expensive category and the most strictly reviewed.
A template category for messages about a transaction the customer already made — order updates, payment confirmations, appointment reminders. Cheaper than marketing.
Getting the category right matters twice over: promotional content submitted as utility is rejected, and an order update submitted as marketing costs you more than it should.
A template category reserved for one-time passcodes, in a fixed format Meta specifies exactly. You cannot add promotional content to it.
Also called: Placeholder, parameter
A slot in a template — written {{1}}, {{2}} or by name — filled per recipient at send time with values such as a name, order number or appointment time.
A tappable button under a message that sends a preset answer back. Replies feed straight into your automations, so a customer can answer without typing.
A button that opens a URL or dials a phone number. Unlike a quick reply, it does not send a message back.
Meta's score for your number, based on how recipients react — blocks and reports lower it. Shown as green, yellow or red in your account.
A falling rating reduces your messaging limits and can end in your number being restricted. Sending only to people who opted in is the entire strategy for protecting it.
Also called: Tier
The maximum number of unique customers you can start conversations with in 24 hours. It rises automatically as you send quality traffic, and falls if your quality rating drops.
The state of a sent message: sent, delivered, read or failed. Reported back by WhatsApp and shown per recipient on campaigns.
Where to see itAlso called: Re-engagement message error
The error Meta returns when you try to send a free-form message outside the 24-hour window. The fix is to send an approved template instead.
An HTTP request one system sends another when something happens. WhatsApp sends webhooks for incoming messages and delivery updates; your store can send them for new orders.
Store webhooksOne conversation list that a whole team works from, with assignment, human takeover and internal notes, so customer history belongs to the business rather than to one person's phone.
How it worksAn automated responder driven by a language model rather than a keyword tree. Briefed in plain English and given your own documents, it answers naturally and hands over to a human when it should.
What it can doAlso called: Takeover, escalation
Passing a conversation from automation to a person. Taking over pauses the AI on that chat only, until a teammate releases it.
Also called: Campaign, bulk message
Sending an approved template to many opted-in contacts at once, personalised per recipient, with delivery tracked individually.
It is not a WhatsApp group and recipients cannot see each other — each one receives a private message.
How campaigns workMessaging someone who added items and did not complete checkout, with their items and a link back. Needs a store that reports checkout events.
What works whereAsking a cash-on-delivery buyer to confirm their order before you ship it, usually with Confirm and Cancel buttons, to reduce returns.
Why it pays for itself