Action
A task a workflow performs, such as looking up information or assigning a conversation. Each action needs the right inputs and permissions.
Example: A permitted lookup retrieves an order’s recorded status.
Explore ActionWhatsApp automation glossary
Understand the terms you will meet when setting up WhatsApp for your business. Find a plain-language explanation, a practical example and a guide to go further.
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New to the platform? These terms explain the basics.
41 terms
A
AI agent
Software that uses an AI model to decide steps toward a task and may use permitted tools. What it can actually do depends on its tools, rules and access.
Example: An agent may request an authorised order lookup before answering.
Explore AI agentAPI
A defined way for one piece of software to request information or an action from another. It specifies what can be requested and how.
Example: Software requests the status of a message.
Explore APIAPI key
A secret credential that lets software authenticate an API request. Its permissions limit what it can access or do. Keep it out of public pages and browser code.
Example: A server uses a restricted key for an authorised send request.
Explore API keyAuthentication message
A message used to help verify someone’s identity, typically with a one-time code. It is different from a promotional or order-update message.
Example: A service sends a code during a customer login.
Explore Authentication messageAutomation
Software carrying out a defined task when its conditions are met. Automation can use fixed rules and does not necessarily require AI.
Example: A workflow routes a completed enquiry to its owner.
Explore AutomationB
Broadcast
Sending a message to a selected audience as a campaign. Each recipient receives a separate message; it is not a group chat.
Example: A retailer sends an approved update to eligible subscribers.
Explore BroadcastBusiness phone number
The phone number customers use to contact your business on WhatsApp. Connecting it to business software requires the relevant access and setup.
Example: A hotel uses a dedicated number for guest enquiries.
Explore Business phone numberBusiness solution provider (BSP)
A provider that helps businesses use the WhatsApp Business Platform. Software, support and commercial terms vary between providers.
Example: One provider offers a team inbox; another focuses on API access.
Explore Business solution provider (BSP)C
Chatbot
Software that responds to messages. A chatbot may use fixed rules, AI-generated answers or a combination. The label alone does not tell you what it can do.
Example: A bot offers opening hours when someone asks when the shop closes.
Explore ChatbotCloud API
The Meta-hosted API used to connect business software to WhatsApp messaging. It provides the connection; your software supplies the customer workflow.
Example: A server asks Meta to send an eligible message.
Explore Cloud APICondition
A check that decides which path a workflow follows. It compares information with a rule you define.
Example: An enquiry marked as support goes to a different path from sales.
Explore ConditionCustom HTTPS endpoint
A specific secure web address that your software can call for a task. Using one requires an agreed request format and any necessary authentication.
Example: A business exposes an authorised lookup through its own service.
Explore Custom HTTPS endpointCustomer-service window
The 24-hour period after a customer message during which you can reply without an approved message template. Outside it, an eligible approved template is required.
Example: A customer asks about an order and you reply while the window is open.
Explore Customer-service windowD
Delivered message
A message reported as delivered to the recipient. Delivery alone does not mean the person read it or completed the intended action.
Example: An order update is delivered, but that does not prove the order itself arrived.
Explore Delivered messageE
Embedded signup
A Meta setup process opened within another product to connect your WhatsApp business resources. You still need the right account access.
Example: An administrator selects the business account and number during setup.
Explore Embedded signupF
Free-form message
A message written without using an approved template. On the Business Platform, it must meet the rules for replying within the customer-service window.
Example: A teammate answers a recent question in their own words.
Explore Free-form messageG
Grounding
Using relevant source information to support an AI answer. It reduces reliance on the model’s memory but does not guarantee a correct answer.
Example: A reply about check-in uses the hotel’s current written policy.
Explore GroundingH
Hallucination
An AI-generated statement that is incorrect or unsupported, even when it sounds confident. Important answers need evidence or a human check.
Example: An AI invents an available room without checking availability.
Explore HallucinationHuman handoff
Passing a conversation to a teammate with the useful details already collected. Someone still needs to own the reply.
Example: A booking enquiry reaches reservations with the requested dates and guest count.
Explore Human handoffI
Integration
A connection that lets systems exchange information or perform supported tasks. A connected account does not mean every feature of that service is available.
Example: A store connection exposes selected order information to a workflow.
Explore IntegrationK
Knowledge base
A collection of information used to answer questions. It needs clear ownership and updates when the underlying information changes.
Example: A hotel maintains its check-in policy and parking instructions.
Explore Knowledge baseL
Logic flows (Chatbot)
Waaru’s visual, rule-based steps for responding to incoming messages. They can collect answers, choose a path or hand the conversation to a teammate without requiring an AI provider.
Example: A flow asks whether an enquiry is about sales or support.
Explore Logic flows (Chatbot)M
Marketing message
A message promoting an offer, product or another commercial action. Adding an offer to an update can change how the message should be classified.
Example: A shop sends an eligible customer a promotion for a new collection.
Explore Marketing messageMessage template
A reusable message format reviewed by Meta before use. Its purpose, wording and variable fields need to match the approved format.
Example: An order update inserts the correct order reference into its approved fields.
Explore Message templateModel Context Protocol (MCP)
A shared protocol for connecting AI applications with tools and information. It does not automatically give an application permission to use everything it discovers.
Example: An AI application connects to a server that exposes selected tools.
Explore Model Context Protocol (MCP)O
Opt-in
Permission from someone to receive messages from your business. Having their phone number alone does not establish that permission.
Example: A customer agrees to receive order updates from your shop.
Explore Opt-inOpt-out
A request to stop receiving communications. Your business needs to respect the request, including when it arrives outside WhatsApp.
Example: A customer asks your support team to stop promotional messages.
Explore Opt-outQ
Quality rating
Meta’s assessment of messaging quality for a number or template. It is separate from message delivery and can affect sending eligibility.
Example: An operator checks quality before starting a campaign.
Explore Quality ratingQueued message
A message request accepted for processing. It has not yet been confirmed as delivered to the recipient.
Example: An API returns a queued response and the operator checks status later.
Explore Queued messageS
SDK
A software package that helps developers work with an API. It may cover only part of the API’s capabilities.
Example: A developer uses the Waaru SDK for a supported text or template send.
Explore SDKShared inbox
A place where teammates manage business conversations together. Assignment helps show who is responsible for the next reply.
Example: A reservations teammate takes ownership of a hotel enquiry.
Explore Shared inboxT
Template approval
Meta’s review of a message template before it can be used. Approval does not remove consent requirements or guarantee delivery.
Example: A business checks the approved language before sending its template.
Explore Template approvalTool calling
An AI model asking software to run a defined function. The surrounding system must check permissions and handle the result.
Example: An agent requests an order lookup; the system decides whether it is allowed.
Explore Tool callingTrigger
The event that starts a workflow. Which events are available depends on the workflow and connected service.
Example: A new customer message starts an incoming-message flow.
Explore TriggerU
Utility message
A message about a specific transaction, request or service update. Calling it useful does not automatically make it a utility template.
Example: A business sends an update about a customer’s existing order.
Explore Utility messageW
Webhook
An automatic notice one system sends another when something happens. The receiving system needs to verify where it came from.
Example: A payment service reports that a payment succeeded.
Explore WebhookWhatsApp Business Account (WABA)
The Meta account that groups WhatsApp business resources, such as phone numbers and message templates. It is not the same thing as an individual phone number.
Example: A company manages templates for its business numbers in a WABA.
Explore WhatsApp Business Account (WABA)WhatsApp Business app
The WhatsApp app designed for businesses to manage customer conversations. It is different from the API-based Business Platform.
Example: A shop owner replies to enquiries from the business app.
Explore WhatsApp Business appWhatsApp Business Platform
The WhatsApp service businesses connect to software for messaging. A team inbox or workflow builder is supplied by the software you use with it.
Example: A business connects its number to software that routes customer replies.
Explore WhatsApp Business PlatformWhatsApp Flows
Meta’s interactive screens for completing structured tasks inside WhatsApp. They are different from the Logic flows used to control a conversation in Waaru.
Example: A customer enters several details in a form-like experience.
Explore WhatsApp FlowsPut it into practice
Follow a customer task in your industry.
Sources and review
Definitions reviewed on 16 September 2026. Examples illustrate the terms; they are not customer results. Use the linked guides for setup requirements and current availability.