Glossary
WhatsApp glossary
Short definitions of WhatsApp Business terms used on WatMark: Cloud API, coexistence, templates, the 24-hour window, and the green tick.
0–9
24-hour window
When a customer messages you, a 24-hour window opens in which you can reply freely. Outside that window you can only send an approved template.
Why it matters
Replies inside a customer's 24-hour window are service messages. From 1 October 2026 they are billed too, after a free monthly allowance. Meta's rules for what is free inside the window can change.
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A
AI suggestions
WatMark generates suggested replies and conversation insights based on conversation history for employees to review, edit, and send. AI does not automatically send replies to customers.
Why it matters
You can turn AI on or off in Settings.
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API access
WatMark can exchange WhatsApp events and messages with your existing business software through APIs and webhooks. Starter does not include API access. Business includes standard API access. Enterprise includes advanced API access.
Why it matters
Enterprise also includes custom integrations and integration support. Starter and Business do not.
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B
Business Solution Provider
Businesses typically work with an approved WhatsApp Business Solution Provider to set up and manage a connection to the WhatsApp Business Platform / Cloud API. WatMark is built on this official platform.
Why it matters
WatMark connects through the WhatsApp Business Platform / Cloud API.
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C
Click-to-WhatsApp ads
A Click-to-WhatsApp ad is a Facebook or Instagram ad whose button opens a WhatsApp chat with your business instead of a web page.
Why it matters
WatMark opens that chat as a lead and records the campaign, ad, ad set, customer, phone number, message, lead source, assigned employee, and the date and time.
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Cloud API
WatMark connects through the WhatsApp Business Platform / Cloud API. You will need a WhatsApp Business number set up for platform use.
Why it matters
Supported numbers can also use WhatsApp Coexistence with the WhatsApp Business App where available. WatMark is built on this official platform.
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E
Embedded Signup
Meta Embedded Signup is supported for connecting WhatsApp Business Platform accounts where applicable.
Why it matters
The connection is available only where Meta Embedded Signup applies.
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M
Message template
A template is a pre-approved message you can send to a customer outside the 24-hour reply window.
Why it matters
You submit it through the platform and Meta reviews it. Bulk sends use approved WhatsApp templates.
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Meta leads
A Meta lead is a person who fills out a form on a Facebook or Instagram ad.
Why it matters
WatMark syncs those forms from your connected Meta account so your team can search each person and move them from a new lead to converted.
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Meta messaging charges
WatMark subscription pricing is separate from Meta WhatsApp messaging charges.
Why it matters
Messaging costs are billed according to Meta's pricing for your use case and region.
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O
Official Business Account
The green tick marks Official Business Account (OBA) status on WhatsApp.
Why it matters
On a paid WatMark subscription, WatMark can submit an OBA application at no extra WatMark fee. WhatsApp (Meta) alone decides whether to approve it. Approval is not guaranteed. A typical review takes about 3 business days. Approval or rejection does not affect your ability to use WatMark.
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S
T
Template categories
Marketing, utility, authentication, and service are the categories that set the message rate.
Why it matters
Marketing is offers, launches, and campaigns. Utility is orders, shipping, and reminders. Authentication is one-time passwords and logins. Service is replies inside the 24-hour window. Meta's charges are separate from the WatMark subscription.
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W
Webhook
An automation can call a webhook for your own system. Starter does not include webhooks. Business and Enterprise include webhooks.
Why it matters
WatMark can exchange WhatsApp events and messages with your existing business software through APIs and webhooks.
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WhatsApp Business app
The WhatsApp Business app is a free app for a small business owner. You answer chats from a phone, set up a catalog, labels and quick replies, and can link a small number of devices to the same account.
Why it matters
It is good for one person or a very small team. Chats live on the phone and linked devices. It has limited bulk messaging and no true shared inbox with assignment.
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WhatsApp Coexistence
WhatsApp Coexistence allows supported WhatsApp Business numbers to remain usable in the WhatsApp Business App while also connecting to a business platform like WatMark.
Why it matters
Availability depends on Meta support for your number and region. Not every Business App capability is available through the Cloud API.
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Put your team's WhatsApp in one shared inbox
Give your team one place to manage customer conversations, internal team chat, bulk campaigns, automation, Facebook and Instagram lead forms, Click-to-WhatsApp ads, a website widget, commerce, quotations, appointments, and scheduling.