Glossary
WhatsApp commerce, explained
Every term you'll hear when moving your sales onto WhatsApp, written in plain English.
- WhatsApp Business API
- The programmable version of WhatsApp Business, meant for medium and large senders. Enables multiple agents, AI, broadcasts and rich media. Storefront connects you via one-click Meta Embedded Signup.
- WhatsApp Business App
- The free mobile app for small businesses. Single-device, manual replies, no automation.
- Meta Tech Provider
- A partner authorised by Meta to onboard businesses onto the WhatsApp Business API. Storefront is a verified Tech Provider.
- Embedded Signup
- Meta's one-click flow that lets a business connect its WhatsApp number to a Tech Provider without any technical setup.
- Coexistence mode
- A WhatsApp Business API setup that keeps the mobile app working alongside the API, so owners can still chat from their phone.
- Click-to-WhatsApp ad (CTWA)
- A Facebook or Instagram ad that opens a WhatsApp chat when tapped. Storefront tracks conversions from these ads.
- 24-hour messaging window
- The window after a customer messages you in which you can freely reply. Outside it you need approved message templates.
- Message template
- A pre-approved message format used for follow-ups, notifications and broadcasts outside the 24-hour window.
- AI sales agent
- Storefront's automated responder that reads a chat, checks your catalog and replies with quotes, product images and payment links.
- Payment link
- A Paystack-hosted URL your customer taps to pay by card, bank transfer or USSD. Storefront generates one per order automatically.
- StoreFront Protect
- Optional escrow layer that holds a customer's payment until they confirm delivery. Reduces refund disputes on higher-ticket items.
- Paystack
- The Nigerian payments processor Storefront uses to accept card, transfer and USSD payments, and to send bank payouts.
- Broadcast
- A one-to-many message sent to opted-in contacts using approved templates. Available on Turbo and Rocket plans.
- Growth agent
- The Storefront agent that sends post-sale follow-ups, review requests and re-order nudges inside the 24-hour window.
- Recovery agent
- The Storefront agent that revives stalled chats and abandoned checkouts.
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