WhatsApp business terms, explained

The 24 hours after a customer's last message to a business. Inside it, the business can reply with any message for free; after it closes, only approved templates can be sent, and they're charged.

Software that handles customer messages like a front desk: it answers from the business's own information, books appointments, sends reminders and hands tricky chats to a person.

A WhatsApp template category for one-time passcodes, such as login or verification codes. Meta has a fixed format for them.

One message sent to many customers at once, such as an offer or an update. On the WhatsApp Business Platform, broadcasts use approved templates and go only to customers who opted in.

A WhatsApp Business app feature that sends one message to several contacts as individual chats. Only contacts who saved your number receive it.

Meta's container for a business's assets, such as WhatsApp Business accounts, numbers and ad accounts. Formerly called Business Manager. Messaging limits are shared across a portfolio.

Meta's check that a business is real and that its details are correct. Verifying raises a WhatsApp messaging limit from 250 to 2,000.

A wa.me link that opens a WhatsApp chat with a business number, optionally with a pre-filled message. It can be shared or turned into a QR code.

A Facebook or Instagram ad whose button opens a WhatsApp chat with the business. If the business replies within 24 hours, a 72-hour free entry point window opens.

Meta's hosted version of the WhatsApp Business Platform API. Providers use it to send and receive messages for businesses.

A Meta option, available through providers that support it, that keeps a WhatsApp Business app number working on the app and the API at the same time, with some app features switched off.

Customer relationship management: a record of every customer with their details, history and status. WAnee's CRM fills itself from WhatsApp and Instagram chats.

A 72-hour window in which all WhatsApp messages, templates included, are free. It opens when a customer comes from a click-to-WhatsApp ad or a Facebook Page button and the business replies within 24 hours.

When a person on the business's team takes over a chat from automation, with the full history, and can hand it back afterwards.

An Instagram business or creator account. It's needed to connect Instagram direct messages to business software.

The business information an AI uses to answer: services, prices, hours, policies and FAQs.

A WhatsApp template category for promotions, offers, announcements and invitations. It's the most expensive category and is charged every time it's delivered.

The number of unique customers a business can message outside the customer service window in a rolling 24 hours: 250 for new portfolios, then 2,000, 10,000, 100,000 and unlimited.

A customer's clear agreement to receive WhatsApp messages from a named business. Meta requires it before a business messages someone first.

Meta's way of charging for the WhatsApp Business Platform since 1 July 2025: each delivered template is charged by its category and the customer's country code.

Meta's view of how customers receive a business's messages, based on signals such as blocks and reports. Low quality can stop messaging limits rising.

A button under a WhatsApp message that sends a preset reply when tapped, such as Confirm or Reschedule.

A normal, non-template message a business sends inside an open customer service window, usually a reply to the customer.

A company that gives businesses access to the WhatsApp Business Platform through its own software, such as WAnee.

Tamil written in English (Latin) letters, as many people in Tamil Nadu type. WAnee reads and replies in it.

A placeholder in a template, such as {{1}} or {{first_name}}, that's replaced with a customer's details when the message is sent.

A WhatsApp template category for messages about something the customer did or asked for, such as a booking confirmation, reminder or order update. Free inside an open customer service window under Meta's published pricing.

The account on Meta's platform that holds a business's WhatsApp numbers and templates, inside its business portfolio.

Meta's free app for small businesses to chat with customers from a phone, with a profile, catalogue, quick replies and away messages.

Meta's API for businesses to send and receive WhatsApp messages through software. It's used through a solution provider and charged per template message.

Meta's tool for managing WhatsApp Business accounts, numbers and templates, including template review status.