WhatsApp Business Platform glossary

These definitions are written to be useful on their own and citation-friendly. For a fuller walkthrough, read the WhatsApp Business Platform guide.

WhatsApp Business Platform

Meta's platform (sometimes called the API) that lets approved software connect to WhatsApp so a team can share one business number, send templated messages to opted-in customers and automate replies. It is the option built for scale, distinct from the free WhatsApp Business app.

WABA (WhatsApp Business Account)

The account that organises a business's presence on the platform. It holds registered phone numbers, message templates, quality ratings and messaging limits.

Message template

A pre-written, pre-approved message used for business-initiated contact. Templates can include variables such as a name or date and must be reviewed by Meta before use.

Template category

The classification of a template. Utility templates cover transactions and account updates tied to something the customer did; authentication templates deliver one-time passcodes; marketing templates carry promotions and require clear opt-in.

Opt-in / consent

A customer's explicit agreement to receive WhatsApp messages from a business. Consent is required before business-initiated messages, and an easy way to opt out must always be offered.

Session / 24-hour window

The 24-hour period that opens when a customer messages a business, during which the business can reply with free-form messages. Outside this window, business-initiated messages must use an approved template.

Shared inbox

A team inbox where several agents handle conversations on one business number, with assignment, roles and internal notes so work has clear ownership.

CRM (customer relationship management)

A record of each contact's details, message history and consent state, used to segment and act on customers. In a unified platform the CRM is the same record the inbox and campaigns use.

Broadcast / campaign

A message sent to many opted-in contacts at once using approved templates, typically with scheduling and delivery reporting.

Conversation-based pricing

Meta's model for charging WhatsApp usage, based on conversations rather than individual messages. These charges are billed by Meta, separately from a software subscription such as Morasel.

Phone number ID

The identifier the platform assigns to a registered business phone number within a WABA, used by software to send and receive messages on that number.

Delivery / read receipts

Status signals showing whether a message was delivered to a customer's device and whether it was read, used to track message outcomes.

Quality rating

A per-number rating Meta assigns based on how customers respond to a business's messages. A low rating can reduce a number's messaging limit.

Messaging limit

The cap on how many customers a business number can start conversations with in a rolling period. Limits can increase as a number maintains good quality and volume.

Opt-out

A customer's request to stop receiving messages. Opt-outs must be honoured immediately and everywhere a message could be sent.