WhatsApp Business Glossary
Plain-English definitions of WhatsApp Business API terms: message templates, the 24-hour window, messaging limits, quality rating, opt-in and more.
- WhatsApp Business API — The WhatsApp Business API (officially the WhatsApp Business Platform) is Meta's interface that lets businesses send and receive WhatsApp messages through software instead of a phone app. It supports…
- WhatsApp Business Account (WABA) — A WhatsApp Business Account (WABA) is the account inside your Meta Business portfolio that holds your WhatsApp Business API phone numbers, message templates, quality ratings and billing settings. You…
- Message template — A WhatsApp message template is a pre-written message that Meta approves before you can send it. Templates are required to message a customer first or after the 24-hour customer service window has clo…
- 24-hour customer service window — The customer service window is the 24 hours after a customer's most recent message to your WhatsApp Business API number. During it you can send any free-form message — text, media, buttons or product…
- Marketing message — A marketing message is a WhatsApp template in the marketing category, used for promotions, offers, product launches, newsletters and re-engagement. It is the most expensive category — about ₹0.86 per…
- Utility message — A utility message is a WhatsApp template in the utility category, used for updates about something the customer did or asked for — order confirmations, shipping updates, booking reminders and payment…
- Authentication message — An authentication message is a WhatsApp template used only to send one-time passwords (OTPs) and verification codes, usually with a copy-code or one-tap button. Meta uses a fixed preset format for th…
- Messaging limit — The messaging limit is the maximum number of unique customers a business can send template messages to in a rolling 24-hour period on the WhatsApp Business API. New businesses start with a low limit,…
- Quality rating — The quality rating is Meta's score for a WhatsApp Business API phone number, shown as green (high), yellow (medium) or red (low). It is based on how customers reacted to your messages recently — main…
- Opt-in — A WhatsApp opt-in is a customer's permission for your business to message them on WhatsApp. WhatsApp's Business Messaging Policy requires opt-in before you send business-initiated messages. You can c…
- Click-to-WhatsApp ads (CTWA) — Click-to-WhatsApp ads (CTWA) are Facebook and Instagram ads with a "Send message" button that opens a WhatsApp chat with your business. When someone messages you from the ad, a free 72-hour window op…
- Official Business Account (verified badge) — An Official Business Account (OBA) is a WhatsApp Business API phone number that Meta has given a verified badge — formerly a green tick, now a blue check — next to the business name. To get it you ne…
- Business Solution Provider (BSP) & Tech Provider — A Business Solution Provider (BSP) is a Meta partner that connects businesses to the WhatsApp Business API and can bill them for Meta's message charges. A Tech Provider is a Meta partner that onboard…
- Embedded Signup — Embedded Signup is Meta's onboarding flow that lets you connect a phone number to the WhatsApp Business API from inside a provider's app. You log in with Facebook, choose or create your Meta Business…