SendSeven Messaging Glossary

Comprehensive glossary covering WhatsApp Business, messaging APIs, GDPR-compliant communication, and multi-channel strategies.

Glossary

Messaging Glossary

Key terms around WhatsApp Business, messaging APIs, data privacy, and multi-channel communication – explained clearly and concisely.

134 terms

24-Hour Window

The 24-Hour Window is WhatsApp's rule allowing businesses to reply freely only within 24 hours after the customer's last message. After this window expires, only pre-approved Message Templates are permitted -- spam protection for users.

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API & Development

Agent Templates

Agent templates are pre-configured bot and AI-agent setups for common use cases — "Business hours autoresponder," "FAQ bot with knowledge base," "Lead qualification agent." They save you from starting from scratch and provide proven logic as a starting point.

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Agentic AI

Agentic AI refers to AI systems that don't just answer but work towards a goal on their own, they plan steps, use tools, and make decisions along the way. In customer service that means the AI doesn't just answer a question, it handles a whole process, for example an appointment booking from enquiry to confirmation.

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API & Development

AI Agent

An AI agent is an AI system that doesn't just respond — it takes action. Unlike a chatbot that only generates text, an agent can use tools: send messages, create contacts, query databases, assign conversations. The difference between talking and doing.

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Channels

AI Chatbot

An AI chatbot is an automated dialogue system that uses artificial intelligence (LLM + RAG) to answer customer queries in natural language -- on WhatsApp, Telegram, Live Chat, and other messaging channels.

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AI Disclosure (Chatbot Labelling)

AI disclosure means the notice to customers that they are writing to an AI system instead of a human. In the EU AI Act it is anchored in Article 50(1): anyone deploying a chatbot must inform users. The obligation applies from 2 August 2026. In practice, a clear note at the start of the conversation is usually enough.

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AI Hallucination

An AI hallucination is an answer an AI states confidently and plausibly, but that is factually wrong or made up. The model then “guesses” an answer instead of admitting it lacks the information. In customer service that's risky, RAG, a confidence score, and human handoff keep it in check.

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AI Labelling Obligation

The AI labelling obligation describes the requirement to make the use of AI and AI-generated content visible. It stems from the transparency rules of the EU AI Act (Article 50): customers must be able to recognise when they are writing to a chatbot, and AI-generated images, videos or audio must be marked as such. The relevant obligations apply from 2 August 2026.

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AI Transparency Obligation (Art. 50)

The AI transparency obligation is the core rule for limited-risk AI systems in the EU AI Act. Under Article 50, businesses must disclose when people interact with an AI, such as a chatbot, and mark AI-generated content as such. These obligations apply from 2 August 2026.

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API & Development

API (Application Programming Interface)

An API is a standardized interface that lets two programs talk to each other. It defines exactly what data one program can request and in what form it gets a response back — like a waiter shuttling between guest (your software) and kitchen (our platform).

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API & Development

API Key

An API Key is a unique authentication token that identifies and authorizes your application when making API requests to SendSeven. It functions like a digital key that proves you are authorized to access the API.

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Channels

Applicant Tracking

Applicant tracking covers all processes from job posting through candidate communication to hiring -- including application receipt, screening, interviews, and job offers.

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Channels

Brand Agent (RCS Agent)

A brand agent, also called an RCS agent, is the registered and verified sender identity a business uses to send RCS Business Messaging. It bundles brand name, logo, description, and contact details into one profile with a trust checkmark. From the recipient's point of view, the brand agent is the brand in the chat.

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Channels

Broadcast / Newsletter

A broadcast (or newsletter) is a one-to-many message sent simultaneously to many contacts via WhatsApp, SMS, email, or other channels. GDPR requires opt-in from every recipient -- sending broadcasts without consent is illegal.

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Channels

Browser Push Notification

A browser push notification is a short message that a website operator delivers directly to a recipient's desktop or smartphone — even when the website is not currently open. The one-time opt-in confirmation from the user in the browser is a prerequisite. The technical foundation is the Web Push API and a registered service worker.

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BSUID (Business-Scoped User ID)

The BSUID (Business-Scoped User ID) is a Meta-internal identifier that marks a WhatsApp user in the context of a specific business — without exposing their phone number. It was introduced alongside WhatsApp usernames in 2026.

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Business Asset

Business assets are the individual building blocks of a Meta Business Portfolio: Facebook Pages, Instagram accounts, WhatsApp Business Accounts and ad accounts. Access rights and channels are managed through them.

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Business Portfolio

The Business Portfolio is Meta's top-level business unit that owns and bundles all business assets: Facebook Pages, Instagram accounts, WhatsApp Business Accounts and ad accounts. It was formerly called the Business Manager account.

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Business Solution Provider (BSP)

A Business Solution Provider (BSP) is an officially authorized Meta partner that provides businesses with access to the WhatsApp Business API. BSPs deliver the technical infrastructure, integration support, and ongoing assistance.

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Business Verification

Business verification (Meta Business Verification) is Meta's document-based check of whether a business is real. Since the end of 2023 it is no longer a requirement for the WhatsApp Business API; instead, it mainly raises your daily sending limits.

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Channels

Candidate Ghosting

Candidate ghosting refers to the sudden cessation of communication by job applicants during the recruiting process -- without a rejection, feedback, or explanation.

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Channels

Caption

A caption is the text that appears under an Instagram post, reel or carousel. It can be up to 2,200 characters long and supports up to 30 hashtags. The caption is the primary location for Comment-to-DM call-to-actions — where businesses state the keyword that triggers an automated direct message.

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Channels

Click-to-Messenger Ads

Click-to-Messenger Ads are Facebook and Instagram ads that open a Facebook Messenger chat on click instead of a landing page. Rather than a form, the prospect immediately starts a conversation with the business — ideal for lead qualification, advisory enquiries, and appointment bookings.

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Click-to-WhatsApp

Click-to-WhatsApp is a Meta ad format for Facebook and Instagram that opens a WhatsApp chat directly when a user clicks the ad – no landing page, no form, with conversion rates up to 3× higher than standard link ads.

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Channels

Comment-to-DM

Comment-to-DM is the automation that turns a public comment under an Instagram post into a private direct message. The comment stays visible, the conversation moves to the inbox. Engagement under the post becomes a direct 1:1 contact.

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Privacy & Compliance

Compliance

Compliance means adhering to all legal, regulatory, and internal requirements. In a messaging context it spans GDPR/data protection, industry-specific regulation, contract clauses (DPA), and technical security standards. Compliance is not a checkbox — it's an ongoing state.

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API & Development

Confidence Score

A confidence score is a value between 0 and 1 that an AI model uses to express how sure it is about its answer. In chatbots the score decides whether the AI responds itself, asks a clarifying question, or hands off to a human agent.

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API & Development

Connectors

Connectors are pre-built integrations between SendSeven and third-party systems like CRM, online stores, or helpdesks. They handle the connection in the background so data flows automatically — a wired plug instead of loose cables.

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Channels

Contact Management

Contact Management is the systematic collection, organization, and maintenance of customer data in one central place. Instead of scattering contacts across spreadsheets, email inboxes, and phones, a contact management system consolidates all information into a single profile.

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Channels

Contact Matching

Contact matching automatically recognizes that two incoming records belong to the same real person — even when they arrive through different channels (WhatsApp number, email address, Instagram ID). Goal: a single customer record per person, no duplicates.

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Context Window

The context window is the amount of text an AI model can take into account at once for a request, measured in tokens. Everything inside the window feeds into the answer, anything beyond it is cut off. In long conversations, the context window decides how much history the AI can include.

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Conversation-Based Pricing

Conversation-based pricing is Meta's pricing model for the WhatsApp Business API: charges apply per 24-hour conversation window -- not per individual message. Within an open window, any number of messages can be exchanged.

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Conversational AI

Conversational AI is technology that holds natural conversations with people, via chat, messenger, or voice. It understands the intent behind a message, replies in dialogue, and keeps track of the conversation history. In customer service it sits behind AI chatbots and assistants that answer around the clock over WhatsApp and other channels.

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API & Development

Crawling

Crawling is the automatic browsing and capture of web pages or documents by a program. In messaging contexts, crawling is used to feed website content into an AI knowledge base automatically — instead of uploading every document manually.

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API & Development

CRM (Customer Relationship Management)

A CRM is software that stores all information about your customers and leads in one place — master data, contact history, open tasks, revenue potential. It's the single source of truth for sales, service, and marketing.

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Channels

Cross-Selling

Cross-selling is the sale of a complementary product to an existing customer — not a more expensive version (that's upselling) but a different, fitting product. Classic example: a smartphone buyer gets offered a case.

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Channels

CSAT (Customer Satisfaction Score)

CSAT (Customer Satisfaction Score) is a customer satisfaction metric typically collected through a short rating immediately after a conversation or service interaction. A high CSAT score signals that customers rated their experience with the business as positive.

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API & Development

Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is the total cost a company must spend to acquire a single new customer. The formula: total marketing and sales costs divided by the number of new customers gained in a period.

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Channels

Customer Service Automation

Customer service automation refers to the automated answering of customer queries through chatbots, AI knowledge bases, and rule-based workflows -- without manual intervention from the support team. The goal is faster response times with reduced staffing requirements.

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Privacy & Compliance

Data Processing Agreement (DPA)

A DPA (Data Processing Agreement) is a legally required contract under GDPR Art. 28 between a company (controller) and its service provider (processor) that governs how personal data may be processed. Without a DPA, fines of up to EUR 20 million are possible.

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Deepfake

A deepfake is an image, audio or video generated or manipulated with artificial intelligence that resembles real people, objects, places or events and would falsely appear authentic. The EU AI Act requires in Article 50(4) that deepfakes be labelled as AI-generated. This obligation applies from 2 August 2026.

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Privacy & Compliance

Double Opt-In

Double opt-in is a two-step consent process in which users must actively confirm their subscription to a newsletter or messaging channel – the most legally robust standard for GDPR-compliant marketing.

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Channels

Email Marketing

Email Marketing is the targeted sending of commercial emails to a subscriber list to promote products, retain customers, or nurture leads. It remains one of the oldest and most effective channels in digital marketing, delivering up to €36 ROI per €1 spent.

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Embedding

An embedding is the translation of text, an image, or other data into a sequence of numbers that captures its meaning. Content with similar meaning gets similar number sequences. Embeddings are the basis for an AI to search semantically and find the matching passages in your knowledge base.

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Privacy & Compliance

End-to-End Encryption

End-to-End Encryption (E2EE) ensures that only the sender and intended recipient can read a message. The content is encrypted on the sender's device and only decrypted on the recipient's device -- no intermediary can access the plaintext.

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EU AI Act (AI Regulation)

The EU AI Act is the European Union's law on artificial intelligence. It classifies AI systems by their risk (minimal, limited, high, prohibited) and ties differently strict obligations to each tier. Most important for SMEs: the transparency obligations under Article 50 apply from 2 August 2026, including the duty to inform customers that a chatbot is being used.

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Fine-Tuning

Fine-tuning is the targeted retraining of a pre-trained AI model with your own example data so it handles a particular task or style better. It changes the model itself, in contrast to RAG, which supplies the model with current knowledge at runtime without retraining it.

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Channels

First Response Time

First Response Time (FRT) is the length of time between a customer's first inbound message and the business's first reply. The shorter it is, the higher conversion rates and satisfaction scores demonstrably become.

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API & Development

Flow Builder

A flow builder is a visual no-code editor where you assemble automated message sequences by drag-and-drop. Instead of writing API calls, you connect nodes like "Send Message," "Wait," "Check Condition" into an executable graph.

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API & Development

Flows

A flow is an automated sequence of messages triggered by an event and executed step by step — a welcome sequence after signup, a reminder chain before an appointment, a re-engagement track after 90 days of inactivity.

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Privacy & Compliance

GDPR-Compliant Messaging

GDPR-Compliant Messaging refers to business communication that fully meets the requirements of the EU General Data Protection Regulation -- from establishing a legal basis and obtaining consent to implementing technical safeguards like encryption and EU-only data storage.

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Generative AI

Generative AI is a form of artificial intelligence that creates new content, text, images, code, or audio, instead of just sorting existing data. In customer service, generative AI writes its own answers to customer questions rather than just picking from fixed text snippets.

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GPAI (General-Purpose AI)

GPAI stands for general-purpose AI. It refers to versatile AI models such as large language models that are not built for a single task but for many. The EU AI Act contains its own rules for GPAI models and their providers.

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Channels

Hashtag

A hashtag is a word or phrase preceded by a # symbol on Instagram. It categorises content, makes posts discoverable in hashtag feeds and contributes to organic reach. Instagram allows up to 30 hashtags per post.

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High-Risk AI System

A high-risk AI system is a risk category defined in the EU AI Act for AI applications that can have a significant impact on health, safety or fundamental rights, such as in candidate selection, credit scoring or medicine. These systems are subject to particularly strict obligations that go well beyond the simple transparency obligation.

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Channels

Instagram Business Account

An Instagram Business Account is a professional account type for companies and organisations on Instagram. It is required to connect Instagram to messaging platforms through the official Meta API and to use Comment-to-DM automation.

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Channels

Instagram Business API

The Instagram Business API is Meta's official interface that lets businesses with an Instagram Business or Creator account, linked to a Facebook Page, manage, automate and connect their Instagram direct messages at scale into external platforms such as SendSeven.

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Channels

Instagram DM (Direct Message)

Instagram DM lets businesses communicate directly with their customers through Instagram's private messaging. With the Instagram Business API, brands manage DMs at scale, automate replies and integrate messaging into their CRM.

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Channels

Instagram DM Automation

Instagram DM automation refers to answering Instagram direct messages with rule-based and AI-driven logic, from a simple keyword bot through time-controlled away replies to an AI assistant with its own knowledge base. Through the Flow Builder, an incoming Instagram comment can also be used as a trigger to send a DM automatically. A clean handover to team members stays guaranteed at all times.

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Channels

Instagram Reel

An Instagram Reel is a short vertical video of up to 90 seconds, published in Instagram's dedicated Reels feed. Reels have significantly higher organic reach than static posts and are the highest-performing content format for triggering Comment-to-DM flows.

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Channels

Jibe (Google Jibe)

Jibe is Google's RCS cloud, or RCS hub, that provides RCS and RBM infrastructure for many mobile operators. Google acquired the company Jibe Mobile in 2015 and operates the platform that handles RCS traffic on top of it. It connects operators and devices to the RCS ecosystem under the Universal Profile.

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API & Development

Knowledge Base

A knowledge base is a structured information store that AI chatbots and support teams use to quickly and accurately answer customer queries. It contains FAQs, product documentation, guides, and internal policies.

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Channels

Lead Magnet

A lead magnet is a free piece of content or benefit offered to a prospect in exchange for their contact information or consent. On Instagram, Comment-to-DM is the most direct delivery mechanism for lead magnets — the person comments a keyword and receives the lead magnet link immediately via direct message.

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Channels

Live Chat

Live Chat is a real-time communication channel embedded on websites that lets visitors instantly message your team or an AI chatbot. Unlike email or contact forms, customers get immediate responses, which increases conversion rates and customer satisfaction.

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LLM (Large Language Model)

An LLM (Large Language Model) is the AI technology behind modern assistants like ChatGPT or Claude. It was trained on enormous amounts of text, which is how it can understand language, answer questions, and write text. In customer service, an LLM forms the basis for chatbots and AI assistants.

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Channels

MaaP (Messaging as a Platform)

MaaP (Messaging as a Platform) is the Universal Profile layer that makes business messaging possible in RCS. It carries application-to-person messaging, chatbots and rich cards. Introduced with Universal Profile 2.0 (2017), MaaP is the layer through which businesses and automated services talk to users in the native messaging app.

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Machine Learning

Machine learning is a subfield of artificial intelligence in which a system learns from data instead of being hard-coded. It recognises patterns in examples and applies them to new cases. In customer service, machine learning sits behind sentiment analysis or the automatic assignment of enquiries, for instance.

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API & Development

MCP Server

An MCP (Model Context Protocol) Server is a bridge that lets AI agents like Claude, GPT, or Cursor interact with external tools and services. In messaging, an MCP Server gives AI agents the ability to send messages, read conversations, and manage contacts across channels like WhatsApp, SMS, and Email.

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Message Template

Message Templates are pre-approved message formats that businesses can send to customers via WhatsApp outside the 24-hour window. Each template goes through a review process and is categorized as Marketing, Utility, or Authentication.

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Channels

Messenger Plugin / Customer Chat

The Messenger Plugin — formerly known officially as the 'Customer Chat Plugin' — was an embeddable chat widget that made Facebook Messenger available directly on a website. Meta discontinued the plugin in May 2024; businesses now use alternative approaches such as Click-to-Messenger Ads, m.me links, or live-chat widgets from independent providers.

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Meta Business Suite

The Meta Business Suite is Meta's central, free interface for managing a business presence on Facebook, Instagram and WhatsApp. It is the successor to the Facebook Business Manager and bundles inbox, content, assets and settings in one place.

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API & Development

Meta Conversions API

The Meta Conversions API (CAPI) is a server-side interface that lets businesses send conversion events directly to Meta — independent of browser cookies and pixel tracking. Since iOS 17 broke client-side signals, CAPI has become the most important data source for Meta ad optimization, especially for Click-to-WhatsApp Ads.

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Channels

Multichannel

Multichannel describes a communication strategy where a business runs several channels in parallel — WhatsApp, email, SMS. The channels mostly operate independently: each has its own inbox and its own data.

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NLP (Natural Language Processing)

NLP (Natural Language Processing) is the area of AI that teaches computers to understand, analyse, and generate human language. It is the basis for a customer message to be read, answered, or routed to the right place by machine.

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NLU (Natural Language Understanding)

NLU (Natural Language Understanding) is an AI's ability to recognise the intent behind a customer message, regardless of how the customer phrases it. Whether someone writes “I want to send my order back” or “How does an exchange work?”, NLU recognises the same intent in both cases: cancellation or return.

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Channels

Offline Form

An offline form replaces the live chat window outside business hours with a structured contact form. Incoming messages land directly in the team's unified inbox for seamless follow-up the next working day.

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Channels

Omnichannel

Omnichannel is a communication strategy in which all channels work together seamlessly. The customer experiences a continuous conversation — whether they're on WhatsApp, in email, or in live chat. One customer view across every touchpoint.

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Channels

Omnichannel vs Multichannel

Multichannel means using multiple communication channels independently. Omnichannel goes further by connecting all channels into a seamless customer experience with shared history and context -- the customer never has to repeat themselves.

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Privacy & Compliance

Opt-in / Consent

Opt-in is the explicit, informed consent a person gives before receiving marketing messages or having their personal data processed. Under GDPR, opt-in must be freely given, specific, and revocable at any time -- pre-checked boxes or implied consent do not count.

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Channels

Owned Audience

An owned audience is a group of contacts that belongs to your business: people who have actively opted in to hear from you. Unlike rented reach (social media followers, search traffic), you control direct access -- no algorithm in between.

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Channels

Private Reply

A private reply is an automated direct message that Instagram automatically sends to the person who commented a specific keyword under a post. One private reply per comment is allowed within a seven-day window.

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Prompt Engineering

Prompt engineering is the deliberate crafting of instructions for an AI so it delivers reliable, on-brand answers. A prompt defines how the AI should behave, its tone, the topics it may cover, how it handles uncertainty. Good prompt engineering turns a general language model into an assistant that fits your business.

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Channels

Quick Replies

Quick replies are pre-written text snippets for common customer questions, accessible via a keyboard shortcut in chat. They save time on recurring requests -- from opening hours and pricing inquiries to appointment confirmations.

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RAG (Retrieval-Augmented Generation)

RAG (Retrieval-Augmented Generation) is a technique where an AI bases its answers on your own, up-to-date knowledge sources, such as product documentation, FAQs, or price lists. Instead of answering purely from its training data, the AI first looks things up in your content, which sharply reduces wrong answers.

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API & Development

Rate Limiting

Rate Limiting is a protection mechanism that restricts the number of API requests per time period to ensure fair usage and system stability. If you exceed the limit, you receive an HTTP 429 response with a Retry-After header.

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Channels

RCS (Rich Communication Services)

RCS (Rich Communication Services) is the successor standard to SMS. It brings rich media, a brand logo and a verified sender straight into the phone's native messaging app, especially on Android. Unlike SMS, the recipient sees images, buttons and read receipts.

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Channels

RCS Business Messaging (RBM)

RCS Business Messaging (RBM) is the enterprise variant of RCS: brands send verified, branded messages with rich media and interactive elements straight into the phone's native messaging app. Instead of an anonymous number, recipients see a name, logo, and a trust checkmark. It replaces plain bulk SMS with branded, interactive conversations.

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Channels

RCS Carousel

An RCS Carousel is a horizontally swipeable series of multiple Rich Cards in a single RCS message. The recipient scrolls through it like a small gallery and taps the card that interests them. That makes it ideal for product selection inside the chat.

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API & Development

REST API

A REST API (Representational State Transfer Application Programming Interface) is a standardized interface for communication between software systems over HTTP. It enables programmatic access to services like messaging platforms -- structured, scalable, and platform-independent.

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Channels

Rich Card

A Rich Card is an interactive RCS message made of a media header, title, description text, and several tappable buttons. Instead of plain text, the recipient gets a card that appears like a small product or offer tile right inside the chat. It is the core building block of RCS Business Messaging.

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Channels

Rich Media

Rich media are all message contents beyond plain text — images, video, audio, documents, buttons, lists, carousels, and location pins. They make conversations more interactive, more click-worthy, and visually more striking than text-only SMS.

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API & Development

Round-Robin

Round-robin is a distribution strategy that assigns incoming requests to available team members in a rotating order. Each agent gets the next free request — like counting around a circle. Simple, fair, even.

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API & Development

Routing

Routing is the automated assignment of an incoming message to the right agent, team, or bot. Routing rules decide in fractions of a second who picks up a request — by channel, language, topic tag, availability, or load.

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API & Development

SDK (Software Development Kit)

An SDK is a pre-built code library that simplifies integration with the SendSeven API in your preferred programming language. Instead of writing raw HTTP requests, you use type-safe functions with automatic error handling.

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Channels

Segmentation

Segmentation means dividing your contacts into groups that share common traits — region, purchase behavior, language, lifecycle stage. Instead of broadcasting to everyone, you address each group with relevant content.

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Channels

Segments

A segment is a concrete group of contacts that share a common trait — "all customers in Germany," "loyal customers with a purchase in the last 30 days," or "VIP-tagged + WhatsApp opt-in." Segments are the practical lever for targeted outreach.

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Sentiment Analysis

Sentiment analysis is an AI technique that detects the mood in a message, positive, neutral, or negative. In customer service it helps you spot upset customers early, prioritise enquiries, and hand off critical cases to a team member before annoyance turns into a complaint.

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API & Development

Service Worker

A service worker is a background script registered in the browser that runs independently of an open web page. It can intercept network requests, cache data offline, and — most importantly for marketing — receive incoming push events and display notifications even when the browser tab is closed.

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Session Message

Session Messages are free-form WhatsApp messages that businesses can send for free within 24 hours after the customer's last message. Unlike templates, no approval process is needed -- you reply as in a normal chat.

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Channels

Smart Routing

Smart Routing automatically assigns incoming customer conversations to the best available team member based on rules like skills, workload, availability, or round-robin distribution.

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Channels

SMB (Small and Medium-Sized Business)

SMB stands for small and medium-sized business -- organizations with fewer than 250 employees and annual revenue of up to EUR 50 million by EU definition. SMBs represent the backbone of most European economies.

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Channels

SMS Fallback

SMS fallback is the automatic delivery as SMS when an RCS message cannot be delivered. If a device or network has no RCS, the send switches to SMS, without the rich features but with full reach. The message arrives either way.

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Channels

SMS Marketing

SMS Marketing refers to sending commercial text messages to customers who have given verifiable opt-in consent. With a 95% open rate and an average read time under 90 seconds, SMS is one of the most powerful channels for time-sensitive communication in e-commerce.

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Channels

Story Reply

A story reply happens when a user reacts to a business's Instagram story, with a text message, an emoji or a voice note. That reaction arrives at the business as a direct message and can be handled in the shared inbox alongside every other channel.

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Channels

Suggested Action

A Suggested Action is a tappable button inside an RCS message that triggers a native device function. Instead of a text reply, it starts a call, opens a map, creates a calendar entry, or opens a web page. It turns a message directly into an action.

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Channels

Suggested Reply

A Suggested Reply is a predefined, tappable response button inside an RCS message. Instead of typing, the recipient picks a ready-made answer and sends it back. It makes conversations faster and steers them in an orderly direction.

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Synthetic Media

Synthetic media are content created wholly or partly by artificial intelligence, that is AI-generated text, images, audio and video. Deepfakes are a special case of this. The EU AI Act ties labelling obligations to synthetic content: AI-generated media must be recognisable as such under Article 50, in force from 2 August 2026.

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API & Development

Talent Pool

A talent pool is a database of qualified candidates who are suitable for current or future positions -- built from previous applicants, sourced contacts, and referrals.

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Channels

Telegram Bot

A Telegram Bot is an automated application on the Telegram platform that can send messages, respond to user requests, and execute programmed actions. The Telegram Bot API is free and enables unlimited messaging without conversation windows.

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Channels

Thread

A thread is the connected sequence of messages between a business and a contact about a particular topic. In messaging it usually refers to the complete conversation history of a contact on one channel — including replies, status changes, and handoffs.

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Channels

Ticket System

A Ticket System is software for the structured capture, assignment, and tracking of customer inquiries. Each inquiry becomes a numbered ticket with a status, priority, and assignee, ensuring nothing falls through the cracks.

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Token (AI)

A token is the smallest unit a language model breaks text into, usually a word fragment, a short whole word, or a punctuation mark. AI models process language token by token. The number of tokens partly determines how much an AI request costs and how much text a model can process at once.

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API & Development

Trigger

A trigger is the event that starts an automation. In messaging, common triggers are "contact tagged," "webhook received," "newsletter signup," "24 hours before appointment," or "contact replies for the first time." Without a trigger, no flow runs.

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Channels

Unified Inbox

A Unified Inbox is a central inbox that aggregates all customer conversations from different channels (WhatsApp, Telegram, SMS, Email, Instagram, Messenger, Live Chat) into a single interface -- no more switching between apps.

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Channels

Universal Profile

The Universal Profile is the single agreed feature and technical set for RCS, defined by the GSMA. It specifies which capabilities an RCS service must support so that messages work across carriers and devices. Without this common standard, there would be no interoperable RCS between different providers.

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Channels

Upselling

Upselling is the strategy of selling an existing customer a higher-tier version of the same product — Pro instead of Basic, 1 TB instead of 200 GB. The goal: a higher cart value per customer.

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Username Key

The username key is an optional extra key for your WhatsApp username. When enabled, a new first-time contact must know both your username and the key to message you for the first time — a protection against unwanted messages.

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Vector Database

A vector database is a data store that holds content not as keywords but as sequences of numbers (vectors) that capture its meaning. That way it finds texts that are similar in content, even when they use completely different words. It is the technical backbone of RAG and semantic search.

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Channels

Verified Sender

A verified sender is the vetted brand identity a business uses in RCS Business Messaging: name, logo, brand colours, and a trust checkmark instead of an anonymous number. Recipients instantly recognize who they are messaging. This builds trust and protects against spoofed senders.

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API & Development

Web Push API

The Web Push API is the W3C standard that allows websites to send push notifications to browsers — even when the website is not currently open. It defines the interaction between the application server (backend), the push service (Mozilla, Google FCM, Apple), and the browser, including end-to-end encryption per RFC 8291.

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API & Development

Webhook

A webhook is an automated HTTP callback that notifies your system in real time about events -- such as when a message is received, delivered, or read. Instead of constantly polling for updates, your system is proactively notified by the server (push).

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WhatsApp Broadcast

A WhatsApp Broadcast is a one-to-many message sent via the WhatsApp Business API simultaneously to many contacts. Each recipient receives the message as an individual private message -- no recipient can see the other recipients.

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WhatsApp Business API

The WhatsApp Business API is Meta's official enterprise interface for medium and large businesses. It enables automated, scalable customer communication via WhatsApp -- including CRM integration, multi-user access, and professional infrastructure.

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WhatsApp Business App

The WhatsApp Business App is a free mobile application for small businesses with up to 5 linked devices. It offers basic business features like a company profile, quick replies, and a product catalog -- no coding or API integration required.

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WhatsApp Business Platform

WhatsApp Business Platform is Meta's umbrella term for all commercial WhatsApp solutions -- from the free Business App and Cloud API to commerce features like catalogs and payments. The rebrand from API to Platform signals Meta's strategic shift toward e-commerce.

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WhatsApp Business Profile

The WhatsApp Business Profile is the public company profile in WhatsApp with business name, address, description, opening hours, and product catalog. It signals to customers that they are communicating with a verified business -- not a private individual.

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WhatsApp Business Web

WhatsApp Business Web is the browser variant of the WhatsApp Business App (web.whatsapp.com). Not standalone software but a Companion Device linked to the smartphone via QR code. Functionally identical to the Desktop apps for Windows and Mac.

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WhatsApp Cloud API

The WhatsApp Cloud API is the Meta-hosted version of the WhatsApp Business API. It runs entirely in Meta's cloud infrastructure -- no self-hosted servers, no installation, no infrastructure management. Access via REST API through specialized providers like SendSeven.

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WhatsApp Coexistence

WhatsApp Coexistence is a mode from Meta (globally available since November 2025) that lets businesses run the WhatsApp Business App and the WhatsApp Business API in parallel on the same phone number. Both sides share the chat history and can reply. Up to 6 months of existing chat history transfer at activation. Messages sent from the Business App remain free (no Meta charge); only API-sent messages are billed. Reversible — disconnect anytime from the Business App settings. SendSeven supports Coexistence in the embedded signup flow.

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WhatsApp Marketing

WhatsApp Marketing is the strategic use of WhatsApp for marketing campaigns via the WhatsApp Business API – including newsletters, broadcasts, promotions, and Click-to-WhatsApp ads. With a 98% open rate, WhatsApp outperforms every other marketing channel.

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WhatsApp Newsletter

A WhatsApp Newsletter is the regular delivery of marketing or informational messages via the WhatsApp Business API to an opt-in subscriber list – achieving up to 98% open rates and significantly higher engagement than email newsletters.

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WhatsApp Username

A WhatsApp username is a freely chosen name that lets people reach you on WhatsApp without knowing your phone number. On personal accounts it replaces the visible number; on WhatsApp Business accounts the number stays visible and the username is an additional way to reach you.

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Channels

Widget

A widget is an embeddable mini-module on a website that delivers a self-contained function — a live-chat button, a newsletter signup, a review banner. It loads via a single code snippet and works independently of the rest of your site.

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API & Development

Workflows

A workflow is an end-to-end sequence of steps that automates a business process. Unlike a pure messaging flow, a workflow can include human actions, system-to-system handoffs, and parallel branches.

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