Terms for CRM WhatsApp

WABA is the business account used on the WhatsApp Business Platform to organize numbers and account resources; its ID is different from the phone number.

The WhatsApp Business API is Meta's official connection that links a business number to CRMs, chatbots and support platforms, billed per message.

The 24-hour window is the period after the customer's last message in which a business can reply on WhatsApp with free-form text, without an approved template.

A Meta template (HSM) is the Meta-approved message a business sends on WhatsApp outside the 24-hour window, in the marketing, utility or authentication category.

Opt-in on WhatsApp is the customer's recorded consent to receive the business's messages on WhatsApp — required by Meta and the basis for data protection compliance.

Quality rating and the messaging limit (messaging tier) are Meta's measures of message quality and of how many people a business can reach per day outside the window.

Meta's free app for small businesses, with a catalog, quick replies and labels — limited to one main device and up to 4 linked devices.

Sending unsolicited messages that leads users to block or report the number — the main cause of quality drops and bans on WhatsApp.

Labels on WhatsApp are colored WhatsApp Business markers that classify chats and contacts, visible only to the business, up to 20 in the app.

Locking a conversation on WhatsApp moves the chat into a password- or biometric-protected folder, off the main list and without previews in notifications.

Exporting a WhatsApp conversation means generating a .txt file with a chat's history, with or without media, to keep or send outside the app.

Advanced chat privacy on WhatsApp is the setting that blocks exporting the chat, auto-downloading media and using its content with external AI.

A feature that stops message and call delivery from a specific contact, with the blocked person receiving no notice at all.

A broadcast list is the WhatsApp feature that sends the same message to several contacts at once, each copy in an individual chat rather than a group.

Mentioning every participant of a group at once so they get a notification, even if they muted the conversation.

A pinned message on WhatsApp is a note kept at the top of a chat for 24 hours, 7 or 30 days, so the information does not get lost in the scroll.

Programming a message to go out at a future date and time, something the WhatsApp app does not do natively and always depends on an external layer.

A one-way broadcast tool inside the Updates tab, where only the admin posts and followers receive it with no way to reply or see who else follows.

A BSP (Business Solution Provider) is a company credentialed by Meta to provide access to the official WhatsApp API, with infrastructure, support and template management.

The WhatsApp Cloud API (cloud connection) is the version of the official API hosted by Meta itself, with no server of the business's own.

Conversation pricing is the old per-conversation billing model of the WhatsApp API; since 2025 Meta charges per delivered message, by category and country.

A WhatsApp webhook is the HTTPS address that receives the number's events from Meta in real time: new messages, delivery status, templates and alerts.

An interface that lets two systems exchange data and commands, without either needing to know how the other works internally.

An API architecture style that uses HTTP's own methods and status codes to operate on resources identified by a URL, with no state kept between calls.

A two-dimensional barcode that stores information — usually a link — readable by a phone camera with no typing.

A single system that centralizes a company's administrative processes — inventory, finance, tax, purchasing and billing — in one database.

Protection in which a message is encrypted on the sender's device and only decrypted on the recipient's device, with the server in between unable to read it.

A text format for exchanging data between systems, written in key-value pairs and adopted as the standard by most web APIs.

A plain text file in which each line represents a record and fields are separated by a character, almost always a comma or semicolon.

Any information related to an identified or identifiable natural person, including data that only identifies when cross-referenced with other data.

A connection between two or more software systems so they exchange data automatically, eliminating repeated typing and mismatches between databases.

The time elapsed between sending a request and receiving the start of the response, measured in milliseconds and perceived by the user as lag.

Multi-agent WhatsApp support is when several agents answer from the same number at the same time, each with their own login and each chat with an owner.

A representation of the stages a contact moves through from first contact to purchase, used to measure where deals stall and to project revenue.

A system that centralizes contacts, history and open deals so the sales team does not depend on memory or loose spreadsheets.

A pre-sales professional responsible for qualifying contacts and booking meetings for the closer, without running the negotiation.

An agreed deadline for replying to or resolving a support request, used as an operational target and measured against each conversation's real time.

A support approach that treats the customer by their own context — history, name and real problem — instead of applying an identical script to everyone.

A contact who has shown some interest in what the business sells and left a way to be reached — not yet qualified by profile or buying moment.

Total time between the customer's order and delivery — includes waiting, production and transport, and should not be confused with a sales lead.

A professional who diagnoses the customer's need before offering a solution, running the sale as consulting instead of a catalog pitch.

A professional who works at the point of sale ensuring the correct display, stocking and pricing of the brand's products they represent — without selling to the end consumer.

A practice banned by consumer protection law in which the seller makes the sale of one product or service conditional on the mandatory purchase of another.

A model in which support happens through digital channels, with no physical presence and often with the team spread across different locations.

A loyalty metric calculated from the 0-to-10 question about the likelihood of recommending, subtracting the percentage of detractors from promoters.

The percentage of customers or revenue lost in a period — the metric that measures how much of the base slips away while the business tries to grow.

The average amount spent per order or per customer in a period, calculated by dividing revenue by the number of sales.

A strategy in which every channel shares the same history and context, letting the customer switch channels without starting the conversation over.

A visual flow-management method in which work is represented by cards in stage columns, with an explicit limit on simultaneous items.

How much it costs, on average, to win a new customer — the sum of marketing and sales spending divided by the number of customers acquired in the period.

The process of identifying and approaching potential customers who have not reached out to the business yet, to turn them into sales opportunities.

A follow-up contact made after an earlier interaction, to resume a conversation that stalled with no decision.

The total revenue a customer generates while they remain a customer — the metric that defines how much you can spend to acquire them.

Offering the customer a higher or more complete version of what they were already going to buy, raising the value of the same sale.

An indicator that measures the return of an investment relative to what was spent, expressed as a percentage of the amount invested.

The channel through which a business receives questions, complaints and cancellations — regulated by federal decree for companies in specific sectors in Brazil.

Two opposite acquisition logics: inbound attracts the customer to the business with content; outbound actively reaches out to people who never sought it out.

A semi-fictional representation of the ideal customer, built from real data of existing customers, used to guide content and outreach.

A metric chosen to answer whether a target is being hit, with an expected value, a deadline and someone responsible for it.

The section of an Instagram profile with up to 150 characters where an account explains what it does, for whom, and directs the visitor to an action.

Writing with a commercial goal, in which ads, pages and messages are built to trigger a specific action instead of just informing.

A centralized phone-support structure, with agents, a queue, a script and productivity metrics, today almost always paired with digital channels.

A contact list used for campaigns, with identification, channel and recorded source for each person.

A professional who answers for the sales team's result, setting targets, distributing accounts and tracking the salespeople's pipeline.

A multiplier applied to a product's cost to reach the selling price, calculated from the percentages that need to fit inside the price.

A short presentation that explains what problem the business solves, for whom, and why now, with the goal of earning the next step.

A clickable address on a social media profile, used as the main exit point on platforms that do not allow links in posts.

A response scale with ordered points, from strongly disagree to strongly agree, that converts opinion into a comparable number.

The right to back out of a purchase made outside a physical store within 7 days, with no need to justify the reason, and a refund of everything paid.

A short questionnaire sent after a contact to turn the customer's perception of that episode into a comparable score.

The customer journey is the path a person takes with a business, from first contact to repeat purchase, described from their own point of view.

Post-sale is everything the business does with the customer after payment is confirmed, from delivery to the follow-up that leads to the next purchase.

Customer Success is the role responsible for making sure the customer reaches the result that motivated the purchase, acting before they give up.

An internal appeals office that re-examines complaints already handled by regular support and responds formally, with the authority to reverse the earlier decision.

Customer loyalty is the set of practices that gets a customer to keep buying by preference, not for lack of alternatives.

Customer retention is the percentage of customers who keep buying or subscribing at the end of a period, excluding the ones who joined during it.

An indicator that expresses, as a percentage or an average, the score a customer gives to a specific interaction right after it ends.

The result of comparing the expectation a customer had against the experience they perceive they received.

An order the customer started and did not finish: they picked a product, reached checkout, and left before paying.

The share of carts created that did not turn into a paid sale, within the same period.

The list of deals currently in progress, sorted by stage and value, showing how much is at stake right now and where each opportunity is stuck.

A planned sequence of contacts with the same lead, with the number of attempts, interval, and content defined before the conversation starts.

The time between the first contact and the outcome of a deal — won or lost — used to size cash flow and calibrate how much a follow-up should insist.

The proportion between who advanced and who could have advanced, measured across the whole funnel or between one stage and the next.

A contact who passed objective criteria for profile, problem, decision, and timing, and therefore justifies a salesperson's time.

The sum of the value of deals that have not yet been won or lost, read by stage to show how much is actually at stake.

A classification that tells what a funnel stage means — qualification, proposal, won, or lost — so metrics know what to count.

Generative AI for sales is the use of language models (such as OpenAI's, Anthropic's and Google's) in the CRM and on WhatsApp to reply, qualify and summarize chats.

A program that talks to people by text, following fixed rules or using AI, to answer repetitive questions and route what needs a human.

A message the system sends with no human action, fired by an event like a first contact, off-hours, or a keyword.