Marichi Talks
A
AI answering (AI chatbot)
A chatbot step that uses AI to answer customers' questions in plain language from the business's own documents and FAQs.
API key
A secret token that lets your own software send messages and read data through a platform's API on behalf of your account.
Audience segment
A defined group of contacts, chosen by attributes or tags, that a campaign is sent to instead of the whole contact list.
Authentication template (OTP)
A WhatsApp template category for one-time passwords that verify a login, sign-up or transaction, using Meta's fixed wording.
B
Broadcast (campaign)
Sending one approved template to many opted-in contacts at once, either immediately or at a scheduled time.
Business Solution Provider (BSP)
A company approved by Meta to give businesses access to the WhatsApp Business Platform, usually now called a Solution Partner.
Business verification
Meta's check that your business is real and matches its legal documents, needed for higher messaging limits and the green tick.
Business-initiated vs user-initiated message
A business-initiated message is one the business starts with a template; a user-initiated exchange begins when the customer writes first.
C
Call-to-action button
A template button that opens a website link or starts a phone call, instead of sending a reply back to the business.
Chatbot fallback
What a chatbot does when it cannot understand a customer's message or a step fails, such as asking again or passing to a person.
Click-to-WhatsApp ads
Facebook and Instagram ads whose button opens a WhatsApp chat with the business instead of a website.
Cloud API
The version of the WhatsApp Business API that Meta hosts itself, so businesses and providers do not run their own WhatsApp servers.
Contact attributes
Named fields stored on a contact, such as city, account number or plan, used to personalise messages and build segments.
Copy-code button
A template button that copies a code, such as a one-time password or coupon, to the customer's clipboard with one tap.
Customer service window (24-hour window)
The 24 hours after a customer's last message, during which a business can reply freely without an approved template.
D
Delivery receipts (sent, delivered, read)
Status updates for each message showing whether it was sent, delivered to the phone, read by the customer, or failed.
Display name
The business name shown to customers on WhatsApp, which Meta reviews and must approve before it appears.
DLT registration (India SMS)
India's mandatory registration of businesses, sender IDs, message templates and consent on telecom operators' DLT platforms.
F
L
M
Marketing template
A WhatsApp template category for promotions, offers, product news, reminders to buy and re-engagement messages.
Media message
A WhatsApp message carrying an image, video, audio file, document or sticker rather than text alone.
Message template
A pre-approved message format a business must use to start a WhatsApp conversation or message a customer outside the 24-hour window.
Messaging limits (tiers)
The maximum number of unique customers a business can start conversations with in a rolling 24 hours, set by Meta in tiers.
Meta business portfolio
The Meta account, formerly called Business Manager, that owns your WhatsApp accounts, pages, ad accounts and the people who can manage them.
Meta Tech Provider
A company Meta has approved to build software on the WhatsApp Business Platform and onboard businesses through Meta's own sign-up.
O
P
Q
R
S
Service message
A business's reply to a customer inside the 24-hour customer service window, used to answer questions and resolve requests.
Shared team inbox
One place where several team members see, assign and answer WhatsApp conversations for the same business number.
SMS message parts (segments)
The units a long SMS is split into for delivery and billing, set by how many characters fit in one message.
SMS sender ID
The name or number shown as the sender of an SMS, which in many countries must be registered and approved before use.
SPF, DKIM and DMARC
Three DNS records that prove your business emails really come from you, helping them reach the inbox instead of spam.
T
Tags
Simple labels added to contacts, such as 'VIP' or 'wholesale', used to group, filter and target them.
Template approval
Meta's review of each new WhatsApp template before it can be sent, ending in approved, rejected or a request for changes.
Template category
Meta's classification of a template as Marketing, Utility or Authentication, which sets how it is reviewed and what it costs.
Template header
The optional top part of a WhatsApp template: a short line of text, or an image, video or document shown above the message.
Template quality and paused templates
Meta rates each template on how customers react to it, and can pause or disable one that is often blocked or reported.
Template rejection
When Meta declines a submitted WhatsApp template, usually for content, formatting or category reasons that can be fixed and resubmitted.
Template variables
Placeholders such as {{1}} in a WhatsApp template that are filled with each customer's own details when the message is sent.
W
wa.me link (click-to-chat)
A short web link that opens a WhatsApp chat with a business number, optionally with a message already typed for the customer.
Webhooks
Automatic notifications a platform sends to your own system when something happens, such as a message arriving or being delivered.
WhatsApp Business Account (WABA)
The account inside your Meta business portfolio that holds your WhatsApp phone numbers and message templates.
WhatsApp Business API
Meta's programmable way for a business to send and receive WhatsApp messages at scale, through software rather than a single phone.
WhatsApp Business App vs API
The free Business App runs on one phone for small teams; the API connects a number to software for teams, automation and scale.
WhatsApp chatbot (flow)
An automated conversation that answers customers, asks questions and takes actions on WhatsApp without an agent typing each reply.
WhatsApp Flows
Multi-screen forms that open inside WhatsApp, letting customers fill in structured details without leaving the chat.
WhatsApp QR code
A scannable code that opens a WhatsApp chat with a business, often with a pre-filled message, from print or a screen.
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