24-hour window
#The time after a customer’s last WhatsApp message during which a business can reply freely. After it closes, only approved templates can be sent.
WhatsApp inbox →Short, clear definitions of the terms you'll meet when selling on WhatsApp from Meta ads.
The time after a customer’s last WhatsApp message during which a business can reply freely. After it closes, only approved templates can be sent.
WhatsApp inbox →One approved WhatsApp template sent to many opted-in contacts at once, for offers, reminders or announcements.
Broadcasts →A Facebook or Instagram ad whose button opens a WhatsApp chat with the business instead of a website or form.
Meta ads ROI →Using the same number in the WhatsApp Business app and the WhatsApp Business API at the same time.
WhatsApp inbox →Ad spend divided by the number of leads that became paying customers. More useful than cost per lead for judging ads.
Meta ads ROI →Ad spend divided by the number of leads. Easy to measure, but says nothing about how many leads buy.
Meta ads ROI →Automatically deciding which salesperson owns a new lead, by rules such as keyword, ad, branch or round robin.
Lead assignment →An ad format that collects a person’s details inside Facebook or Instagram without sending them to a website.
Lead management →A WhatsApp template category for offers and promotions. Charged at the marketing rate and must include an opt-out.
Broadcasts →A customer’s permission to receive WhatsApp messages from a business. Required before sending templates.
Broadcasts →The stages a deal moves through from new lead to won or lost, with the value at each stage.
Pipeline & targets →Return on ad spend: revenue from an ad divided by what the ad cost. 5x means every dollar spent returned five.
Meta ads ROI →Sharing new leads evenly across a team in turn.
Lead assignment →A WhatsApp conversation started by the customer. Replies within the 24-hour window are free up to a monthly limit per number.
Wallet pricing →How quickly a business first responds to a new lead. Faster replies usually win more customers.
AI sales agent →A pre-approved WhatsApp message format, needed to start a conversation or message outside the 24-hour window.
Template library →A WhatsApp template category for transactional updates such as reminders and confirmations. Cheaper than marketing.
Template library →Meta’s official platform for businesses to message customers at scale, from shared inboxes and software.
WhatsApp inbox →A WhatsApp CRM turns WhatsApp conversations into tracked leads: it stores chats with contact details, assigns them to salespeople, schedules follow-ups and reports which leads became customers.
A lead is someone who has enquired; a customer has bought. A good CRM tracks how many leads become customers and which ads they came from.
Click-to-WhatsApp ads: Facebook and Instagram ads whose button opens a WhatsApp chat.