Business messaging glossary
Clear definitions of the WhatsApp Business API, Instagram, Messenger and Google RCS terms you will meet when automating customer conversations.
A
- Abandoned cart recovery
Abandoned cart recovery is the practice of messaging a customer who added items to a cart but did not complete checkout. On WhatsApp, this is done with a marketing template that reminds the customer and links back to the cart. Recovery messages require opt-in and are subject to Meta's marketing rules.
In Com.Bot: Com.Bot's commerce store tracks abandoned carts and can trigger a recovery template automatically after a set delay.
- AI agent
An AI agent is a chatbot that uses a language model to understand free-form customer messages and respond in natural language, rather than following only fixed menus. It can answer questions, qualify leads and route conversations based on intent. AI agents still operate within Meta's messaging rules and the 24-hour service window.
In Com.Bot: Com.Bot offers AI-powered smart chatbots that handle open-ended questions and pass complex conversations to a human agent when needed.
- Authentication template
An authentication template is a WhatsApp template used only to deliver one-time passcodes for login, account verification or similar security steps. It has a fixed structure with a copy-code button and a security disclaimer. Authentication templates cannot carry promotional content.
In Com.Bot: Com.Bot supports authentication templates for businesses that send OTPs over WhatsApp, though most Com.Bot customers use marketing and utility templates.
B
- Bot trigger
A bot trigger is the event or condition that starts a chatbot flow, such as a keyword, a new message, a button tap or a webhook event. Triggers decide when a bot runs and which flow it enters. A single bot can have many triggers.
In Com.Bot: Com.Bot counts bot triggers as a plan resource, and the bot builder lets teams attach triggers to keywords, buttons, schedules and external events.
- Broadcast
A broadcast is a business-initiated message sent to many opted-in contacts at once using an approved template. Broadcasts are the standard way to send offers, updates or announcements on WhatsApp outside the 24-hour service window. Each recipient counts toward the business's messaging limit and Meta's per-message charges.
In Com.Bot: Com.Bot's broadcast tool sends approved templates to segmented opted-in lists, with scheduling, delivery tracking and quality monitoring.
- Business Solution Provider (BSP)
A Business Solution Provider is a company approved by Meta to give businesses access to the WhatsApp Business API and to support them on the platform. BSPs handle onboarding, technical integration and often add their own tools on top of the API. Meta sets the underlying rules and prices template messages by category and the recipient's country.
In Com.Bot: Com.Bot acts as the BSP layer for its customers, handling WhatsApp Business API onboarding. WhatsApp message charges are billed separately from the plan, based on message category and the recipient's country, and customers can ask the team for current rates.
C
- Chatbot
A chatbot is software that holds a conversation with a customer using predefined rules, menus or decision trees. On WhatsApp, chatbots usually run inside the 24-hour service window or reply to a customer-initiated message. They handle repetitive tasks such as FAQs, order status and appointment booking.
In Com.Bot: Com.Bot's visual drag-and-drop bot builder lets teams create chatbots without code, with triggers, branches and handoff to a human agent.
- Click to WhatsApp ads
Click to WhatsApp ads are Meta ads on Facebook or Instagram that open a WhatsApp chat with the business when clicked. They are a common way to start conversations from a paid campaign. Clicks open a free entry point window during which the business can reply without a template.
In Com.Bot: Com.Bot receives the incoming chats from Click to WhatsApp ads into the shared inbox, where bots or agents can respond and qualify the lead.
- Contact segment
A contact segment is a group of contacts defined by shared attributes or behavior, such as location, purchase history, opt-in source or last order date. Segments are used to target broadcasts and automations more precisely. They are built from data stored in the contact record.
In Com.Bot: Com.Bot's contacts CRM supports segments that can be used to target broadcasts, bots and cart recovery flows.
- Conversational commerce
Conversational commerce is the practice of selling and supporting customers inside a messaging conversation, from product discovery through payment and after-sales. It combines chat, catalogs, payments and order updates in one thread. It works best when the business replies quickly and keeps the conversation relevant.
In Com.Bot: Com.Bot supports conversational commerce with a WhatsApp commerce store, native payments, order notifications and cart recovery in the same platform.
- Customer service window
The customer service window is the 24-hour period that opens when a customer messages a business on WhatsApp. Inside the window, the business can reply with free-form messages, including text, media and interactive elements, without using a template. Once the window closes, the business must use an approved template to re-initiate contact.
In Com.Bot: Com.Bot's shared inbox shows when each conversation's 24-hour window is open, so agents know when they can reply freely and when a template is required.
D
- Delivery rate
Delivery rate is the share of sent messages that reached the recipient's device. On WhatsApp, a message can be sent but not delivered if the number is inactive or the recipient has blocked the business. Delivery rate is a useful signal of list health.
In Com.Bot: Com.Bot reports delivery rates for broadcasts and templates, helping teams spot list quality problems before they affect the phone number's quality rating.
- Display name
The display name is the business name customers see at the top of a WhatsApp chat. Meta reviews it against naming rules so it matches the business's real identity and is not misleading. A rejected or changed display name can affect approval and, in some cases, the green tick.
In Com.Bot: Com.Bot submits your chosen display name to Meta during onboarding and can advise on names that are likely to pass review.
E
- External action
An external action is a step in an automation that calls a system outside the messaging platform, such as an API request, a webhook or a CRM update. It lets a chat flow read or write data in other tools. External actions are usually metered because they consume integration capacity.
In Com.Bot: Com.Bot's automation builder supports external actions such as API calls and webhooks, metered by plan.
F
- Free entry point window
A free entry point window is a 72-hour period in which every message a business sends is free. It opens when a customer starts a chat from a Click to WhatsApp ad or a Facebook Page call-to-action button and the business replies within 24 hours.
In Com.Bot: Com.Bot tracks free entry point windows alongside the 24-hour service window, so agents know when free-form replies are still allowed.
G
- Google RCS Business Messaging (RBM)
Google RCS Business Messaging is a rich messaging channel that runs in the default messaging app on supported Android phones, mainly Google Messages. It supports branded senders, images, carousels, suggested replies and read receipts. Brands need agent verification before launch.
In Com.Bot: Com.Bot supports Google RCS as one of its channels, alongside WhatsApp, Instagram, Messenger and the website chat widget.
H
- Human handoff
Human handoff is the point where a chatbot passes a conversation to a live agent. It is usually triggered by a customer request, a failed bot response or a rule such as a keyword or sentiment. A clean handoff includes the conversation history so the agent can continue without asking the customer to repeat themselves.
In Com.Bot: Com.Bot bots hand off to the shared team inbox with full context, and role-based access controls which agents can pick up which conversations.
I
- Instagram comment to DM
Instagram comment to DM is an automation that sends a direct message when a user comments on a post or reel with a chosen keyword. It is used to move public engagement into a private conversation. The DM must follow Meta's messaging rules, including the 24-hour window for promotional follow-ups.
In Com.Bot: Com.Bot supports Instagram DM automation, including comment to DM flows, from the same platform as WhatsApp.
- Instagram story reply automation
Instagram story reply automation sends a direct message when a user replies to a story or mentions the business. It turns a lightweight interaction into a conversation. The reply must respect Meta's messaging window and content rules.
In Com.Bot: Com.Bot can trigger bots and inbox conversations from Instagram story replies and mentions.
- Interactive buttons
Interactive buttons are tappable options inside a WhatsApp message, such as quick reply buttons or call-to-action buttons that open a link or phone dialer. They reduce typing and guide the customer toward a specific next step. Buttons must be defined when the template is created or included in a free-form message inside the service window.
In Com.Bot: Com.Bot's bot builder and template manager support interactive buttons for menus, order actions and payment links.
L
- List message
A list message is a WhatsApp message that presents a menu of up to ten options in a single scrollable list, grouped under a button. It is useful when the choices are too many for quick reply buttons. List messages can be sent inside the service window or defined in a template.
In Com.Bot: Com.Bot bots use list messages for menus such as product categories, support topics or appointment types.
M
- Marketing template
A marketing template is a WhatsApp template used for promotional or re-engagement messages, such as offers, product launches, back-in-stock alerts, price drops, newsletters and abandoned cart reminders. Marketing templates require opt-in and are usually the most restricted category in terms of quality and blocking. They are charged at Meta's marketing rate for the recipient's country.
In Com.Bot: Com.Bot supports marketing templates for broadcasts and cart recovery flows, with opt-in tracking and quality monitoring built in.
- Message template
A message template is a pre-written message that a business submits to Meta for approval before sending it to customers outside the 24-hour service window. Templates can include text, media, buttons and variables, and each one is assigned a category. Once approved, a template can be reused across many recipients.
In Com.Bot: Com.Bot includes a template manager where teams create, submit and track WhatsApp templates, then use them in broadcasts and automations.
- Messaging limits
Messaging limits are the maximum number of business-initiated conversations a WhatsApp phone number can start in a rolling 24-hour period. Meta starts new numbers at a low tier and raises the limit as the number builds a good quality rating and sends to engaged audiences. Limits apply to template messages, not to replies inside an open service window.
In Com.Bot: Com.Bot shows your current messaging limit and helps you plan broadcasts so you stay within it while growing the limit over time.
- Messenger 24-hour rule
The Messenger 24-hour rule is Meta's policy that a business can send promotional or free-form follow-ups on Messenger only within 24 hours of the user's last message. Outside that window, the business must use an approved message tag or a paid message. The rule is similar in spirit to WhatsApp's customer service window.
In Com.Bot: Com.Bot's Messenger channel respects the 24-hour rule, and the shared inbox shows when the window is open for each conversation.
- Meta Business Partner
Meta Business Partner is a status Meta grants to companies that meet its criteria for platform expertise, performance and customer volume. Partners get access to additional tools, training and support from Meta. The badge signals a verified working relationship with Meta, not a guarantee of results.
In Com.Bot: Com.Bot is an official Meta Business Partner with direct WhatsApp Business API integration, which means onboarding and support run through a verified Meta relationship.
- Meta business verification
Meta business verification is a review in which Meta confirms a business's legal identity, usually by checking documents such as registration papers or utility bills against the details in the Meta Business Portfolio. Verification is required for certain features, including higher messaging limits and an official business account. It is separate from phone number verification.
In Com.Bot: Com.Bot guides customers through Meta business verification as part of WhatsApp Business API onboarding, since it is needed to scale messaging and apply for the green tick.
O
- Official business account (green tick)
An official business account is a WhatsApp account that Meta has reviewed and marked with a green check next to the business name. It signals that Meta has confirmed the account belongs to a notable, authentic brand. The badge is granted by Meta, not by a provider, and providers can only help a business apply.
In Com.Bot: Com.Bot helps customers prepare and submit a green tick application, but the decision rests with Meta.
- Omnichannel messaging
Omnichannel messaging is the practice of running several messaging channels from one platform and one customer view, so a conversation can continue across channels without losing context. It differs from multichannel, where channels operate separately. Omnichannel usually includes a shared inbox, unified contact records and consistent automation.
In Com.Bot: Com.Bot is an omnichannel platform that brings WhatsApp, Instagram, Messenger, RCS and a website chat widget into one inbox and one contact record.
- Opt-in
Opt-in is a customer's clear permission for a business to message them on WhatsApp. Meta requires opt-in before a business sends template messages, and the business must be able to show how and when consent was collected. Opt-in can be collected on a website, at checkout, in store or through an existing chat.
In Com.Bot: Com.Bot stores opt-in status on each contact record and blocks broadcasts to contacts who have not opted in.
- Opt-out
Opt-out is a customer's request to stop receiving messages from a business. Businesses must honor opt-out requests promptly and stop sending template messages to that contact. Common opt-out triggers include keywords like STOP or a request in a chat.
In Com.Bot: Com.Bot lets teams mark contacts as opted out manually or through automation, and opted-out contacts are excluded from broadcasts automatically.
P
- Phone number quality rating
The quality rating is a status Meta assigns to a WhatsApp phone number based on how recipients respond to its messages, including blocks and reports. It appears as green, yellow or red and reflects recent sending behavior. A low rating can lead to lower messaging limits or a temporary pause on sending.
In Com.Bot: Com.Bot surfaces the quality rating in the dashboard so teams can spot problems early and adjust targeting, templates or frequency.
R
- RCS carousel
An RCS carousel is a horizontally scrollable set of rich cards inside one message. Each card can carry its own image, text and buttons. Carousels are useful for showing multiple products or options without sending several messages.
In Com.Bot: Com.Bot supports RCS carousels for catalog-style messages and multi-option menus.
- RCS reach
RCS reach is the share of your contacts whose phones and carriers can receive RCS business messages. Reach depends on the device (mainly Android phones with Google Messages), the carrier and the country, so it is usually lower than WhatsApp or SMS reach. Contacts without RCS do not receive the rich message.
In Com.Bot: Check RCS reach before a campaign. Com.Bot does not switch channels automatically; in India you can reach other contacts with a separate DLT-compliant SMS campaign.
- RCS rich card
An RCS rich card is a message format that combines an image or video with text and action buttons in a single unit. It can include suggested replies, links or dialer actions. Rich cards make a message more visual than plain SMS.
In Com.Bot: Com.Bot's RCS channel supports rich cards for product highlights, offers and support actions.
- RCS verified sender
An RCS verified sender is a brand identity that Google has checked, shown with the brand name, logo and a verified badge in the messaging app. Verification confirms the sender is the real business. It is required before a brand can launch RCS campaigns.
In Com.Bot: Com.Bot helps customers complete RCS sender verification as part of onboarding the RCS channel.
- Read receipt
A read receipt shows that a recipient has opened a message. On WhatsApp, read receipts appear as blue ticks when the recipient has read receipts enabled. They help businesses gauge engagement but are not a guarantee that the message was understood.
In Com.Bot: Com.Bot shows read receipts in the inbox and in broadcast reports so teams can see how many recipients opened a message.
S
- Service message
A service message is a free-form reply a business sends to a customer inside the 24-hour customer service window. Service messages are not charged as template messages and do not need pre-approval. They cover support answers, follow-up questions and any conversational reply.
In Com.Bot: Com.Bot lets agents send service messages from the shared inbox and from chatbots, with no per-message charge from Com.Bot.
T
- Template approval
Template approval is Meta's review of a submitted template against its content and category rules. Most templates are reviewed within minutes, though some take longer. A template can be approved, rejected or approved in a different category than the one requested, and rejected templates can be edited and resubmitted.
In Com.Bot: Com.Bot submits templates to Meta and shows their status in the dashboard, so teams can fix and resubmit rejected ones without leaving the platform.
- Template variables
Template variables are placeholders inside a WhatsApp template that are filled with specific values at send time, such as a customer name, order number or delivery date. They are written as numbered placeholders and mapped to fields from your system. Variables must be filled with the correct data type and cannot be left empty.
In Com.Bot: Com.Bot maps variables from your contacts, orders or automation data, so a single approved template can personalize messages for thousands of recipients.
U
- Utility template
A utility template is a WhatsApp template about a transaction or account the customer already started or requested, such as an order confirmation, shipping update, payment reminder for an existing order, appointment confirmation or COD confirmation. Utility templates are not for promotions. They are charged at Meta's utility rate and are usually cheaper than marketing templates.
In Com.Bot: Com.Bot uses utility templates for order, delivery and appointment notifications, and its automation builder can trigger them from your store or CRM.
W
- WABA (WhatsApp Business Account)
A WABA is the WhatsApp Business Account that holds a business's WhatsApp assets, including its phone numbers, message templates, quality rating and messaging limits. It sits between the Meta Business Portfolio and the individual phone number. A business can hold more than one WABA, and each phone number belongs to one WABA.
In Com.Bot: When you connect a number through Com.Bot, a WABA is created or linked, and Com.Bot manages templates, quality rating and messaging limits on your behalf.
- Webhook
A webhook is an automated HTTP request that one system sends to another when a specific event happens, such as a new message or an order update. It lets systems react to events in near real time without polling. Webhooks carry a payload of data about the event.
In Com.Bot: Com.Bot's automation builder can call webhooks as external actions, and Com.Bot itself can send events to your systems through webhooks.
- WhatsApp Business API
The WhatsApp Business API is Meta's programmatic interface that lets a business send and receive WhatsApp messages at scale through software rather than a phone. It supports approved message templates, automated replies, multiple agents and integrations with business systems. Access is granted through a Meta-approved provider rather than by direct signup.
In Com.Bot: Com.Bot provides WhatsApp Business API access as its core channel, with a shared inbox, bot builder and automation tools built on top of it.
- WhatsApp Business app
The WhatsApp Business app is a free standalone app for small businesses, installed on a phone and used manually by one or a few people. It offers a business profile, quick replies, labels and a basic catalog, but no API access, no multi-agent inbox and no automation at scale. It is separate from the WhatsApp Business API and the two cannot run on the same number at the same time.
In Com.Bot: Com.Bot is built on the WhatsApp Business API, so businesses that outgrow the WhatsApp Business app can move to Com.Bot for multiple agents, automation and broadcasts.
- WhatsApp catalog
A WhatsApp catalog is a storefront inside a WhatsApp business profile that shows products with images, prices and descriptions. Customers can browse the catalog and add items to a cart, then send the cart to the business as a message. The catalog is managed through Meta's commerce tools.
In Com.Bot: Com.Bot's commerce store extends the catalog idea with products, orders and abandoned cart recovery inside the same platform.
- WhatsApp payments
WhatsApp payments let customers pay a business inside a WhatsApp chat using supported payment methods in eligible countries. The business sends a payment request or link, and the customer completes the payment without leaving the conversation. Availability depends on the country and the payment partners involved.
In Com.Bot: Com.Bot supports native payments and payment collection on WhatsApp, so orders and invoices can be paid inside the chat.