This glossary defines the WhatsApp and Stravax Engage terms you will see across the app: platform concepts like the 24-hour window and template messages, and product terms like flows, sequences, segments, and conversion events. Every definition is one line, grounded in how the feature works.
Messaging basics
- 24-hour window: the period after a contact's last message when you can send free-form session messages; once it closes, a template message is required to reach them again.
- Session message: a free-form message sent inside the 24-hour window.
- Template message: a Meta pre-approved format required to start or resume a conversation outside the 24-hour window.
- Template status: whether Meta has approved, rejected, or paused a template; Engage syncs status from Meta within seconds of a change.
- Conversation: a message thread with one contact in the inbox.
- WABA: your WhatsApp Business Account, the Meta-side account your number and messaging limits belong to.
- Messaging tier: Meta's daily send limit for your number.
- Quality rating: Meta's health score for your number; a drop can pause your broadcasts.
AI qualifier
- Playbook: the instructions you write that tell the AI qualifier what to ask and how to judge a lead.
- AI conversation: one metered unit of AI qualification on a conversation; rapid messages from the same contact are briefly grouped (debounced) into one AI turn, not billed per message.
- AI overage: AI conversations beyond your plan's included amount, billed from your wallet.
- Qualified lead: a lead the AI or an agent marked as meeting your playbook's criteria.
Conversion tracking
- Converted: a lead that completed your target action, firing a conversion event.
- Conversion event: a qualified or converted signal Engage sends back to Meta, Google, or TikTok.
- CTWA: a click-to-WhatsApp ad; Engage attributes the resulting conversation back to the ad that started it.
Automation and contacts
- Flow: a chatbot built on a drag-and-drop canvas; a trigger, like a keyword, starts it and steps a contact through your nodes until an agent takes over or it finishes.
- Sequence: an ordered set of template steps sent to an enrolled contact over time, with a delay between each step.
- Quick reply: a saved reply snippet your team inserts into the composer with a
/shortcut, instead of typing it out.
- Segment: a saved contact filter, built from fields and tags, that broadcasts and sequences can target.
- Contact field: a custom piece of information your organization defines and stores on a contact or conversation.
- Synced product: a product from your connected Shopify store, kept up to date so agents can send a product card in chat.
Developer surface
- Webhook: a URL you register so Engage can notify your systems when an event happens.
- API key: a credential your systems use to call the Engage API; it determines which organization the call can touch, never the request body.
Account, team and billing
- Organization / brand: one workspace; agencies run one per client.
- Seat: one team-member login.
- 2FA: a second login step (a TOTP code from an authenticator app) on top of your password.
- Trusted device: a device you've already verified that skips repeat device checks.
- Embedded signup: Meta's in-product flow for connecting your WhatsApp number to Engage.
- WhatsApp username: a claimable handle for your business number.
- Wallet: your prepaid balance, funding per-message platform fees and AI conversations beyond your plan's included amount, nothing else.
- Allowance: the monthly volume included in your plan; a hard ceiling you raise by upgrading.
- Abandoned cart: a Shopify checkout a customer started but did not complete.
- Referral credit: a discount credited to both sides of a referral for a limited time; see pricing for current terms.
- Trial code: a code that extends or grants a trial.
- Support ticket: a tracked support request you open from the help center.
- Changelog: the page listing what shipped and when.
Related articles
24-hour window · chatbot flows · API keys · webhooks · what the AI qualifier does