WhatsApp Business API glossary
Plain-language definitions of the terms you will run into, without the jargon tax.
- Agent
- A team member with a seat in the shared inbox who can read and reply to customer conversations.
- Authentication message
- A template category for one-time passcodes and verification codes. Priced separately by Meta.
- Broadcast
- A template message sent to many contacts at once, used for campaigns, offers, and announcements.
- BSP (Business Solution Provider)
- A company approved by Meta to give businesses access to the WhatsApp Business API. Boldally is a BSP.
- Business-initiated conversation
- A conversation you start with a customer using a template. It falls under marketing, utility, or authentication pricing.
- Catalog
- A product list connected to your WhatsApp account so you can share items and take orders in chat.
- Cloud API
- Meta's hosted version of the WhatsApp Business API. It runs on Meta's servers, so there is nothing to host yourself.
- Conversation
- A 24-hour messaging window between you and a customer. Meta bills per conversation, by category.
- CTWA (Click to WhatsApp Ads)
- Facebook or Instagram ads that open a WhatsApp chat when tapped, turning ad clicks into conversations.
- Display name
- The business name customers see at the top of the chat. It goes through Meta review before it shows.
- Green tick
- The verified badge Meta grants to eligible businesses. It signals an official, verified account.
- Marketing message
- A template category for promotions, offers, and launches. The most expensive category, and the most closely reviewed.
- Messaging limit (tier)
- How many business-initiated conversations you can start in a rolling 24 hours. It rises as your quality and volume grow.
- Meta
- The company that owns WhatsApp and sets the API rules, message rates, and policies.
- Opt-in
- A customer's clear permission to receive WhatsApp messages from you. Required before you message them.
- Quality rating
- A green, yellow, or red score Meta assigns your number based on how customers react to your messages. Low quality can restrict sending.
- Service conversation
- A reply to a customer within 24 hours of their message. These are free and do not need a template.
- Session window (24-hour)
- The 24 hours after a customer messages you, during which you can reply freely without a template.
- Template message
- A pre-approved message format used to start conversations or send notifications. Meta reviews every template.
- Utility message
- A template category for order updates, reminders, and alerts tied to an existing transaction. Cheaper than marketing.
- WABA (WhatsApp Business Account)
- Your account with Meta that holds your phone numbers, templates, and settings. With Boldally, the WABA is registered to you.
- Webhook
- A callback URL Meta sends events to, such as new messages and delivery statuses, so your tools stay in sync in real time.
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