Zapext Glossary
The essential terms of CRM, automation, and WhatsApp marketing — explained simply.
Average ticket
Average value of each sale in the period.
Bottom of Funnel (BoFu)
Final stage of the funnel, where the lead already understands the problem, knows the alternatives and is ready to decide — the one with the highest conversion.
BSP (Business Solution Provider)
Company authorized by Meta to intermediate access to the WhatsApp Business API — without BSP, no one sends messages via the official API.
CAC
Customer Acquisition Cost: (marketing + sales) ÷ new customers — the metric that tells whether the business model is sustainable.
Cadence
Timing pattern between messages to avoid blocking.
Chatbot
Program that automatically responds to messages based on triggers or AI.
Churn
Customer cancellation or abandonment rate in a period — in SaaS, the most critical number after revenue.
Click-to-WhatsApp Ads
Meta ad format (Facebook/Instagram) with a button that opens directly to a WhatsApp conversation, skipping the landing page and form.
Contact
Person registered in your WhatsApp database — name, number and conversation history — which can be organized with labels and funnel stages.
Conversation flow
Ordered sequence of automated messages that a chatbot executes after a trigger, with output to human and clear action at the end.
CRM
Customer relationship management system that centralizes history, contacts and sales funnel.
Cross-sell
Offer of a product or service complementary to what the customer has already purchased — different from upsell, which proposes a superior version.
CSAT
Immediate satisfaction metric after a specific interaction — service, purchase or delivery — different from NPS, which measures the brand.
DDI
Country code (Brazil = 55) required in any wa.me link and in international messages — without it, the link will not work.
Drip campaign
Automated sequence of messages at predefined intervals, triggered by an event — little information at a time, at the right time.
HSM (Highly Structured Message)
Message template pre-approved by Meta, mandatory to start a conversation via the official API outside the 24-hour window.
ICP (Ideal Customer Profile)
Ideal customer profile: the one with the highest chance of closing, highest LTV, lowest churn and most likely to become a promoter.
Kanban
Visual column management method, originated at Toyota, today the basis of many CRMs.
KPI
Key metric that signals the performance of an area — the number that, when improving, drives the improvement of everything else around it.
Lead
Person who showed interest in your product and provided some contact.
Lead nurturing
Process of educating and warming up leads who are not yet ready to buy, with valuable content delivered over time.
Lead scoring
Practice of assigning points to leads by behavior and profile, to prioritize the hottest ones and automate actions by score range.
Link wa.me
Official WhatsApp domain to generate links that open directly in a conversation, with an international number and pre-filled message.
LTV
Total value that a customer generates throughout the relationship with the company — for a healthy business, LTV ≥ 3 × CAC.
MQL (Marketing Qualified Lead)
Lead who has shown clear interest but is not yet ready for sales — needs nurturing or qualifying bot before human.
Multi-Device
Official feature that connects the same number on up to 4 devices without your cell phone online — the basis that made WhatsApp Web useful for companies.
No-code
Movement of tools that allow you to set up automations, websites and chatbots by dragging visual blocks — without writing a line of code.
NPS
Net Promoter Score — satisfaction via “would you recommend?”.
Opt-in
Explicit customer consent to receive messages. Required by data protection laws.
Opt-out
Mechanism by which the customer cancels receiving commercial messages — mandatory by law and WhatsApp's own policy.
Remarketing
Practice of reactivating contacts who showed interest but did not convert — abandoned cart, unanswered quote, inactive customer.
Sales funnel
Visual representation of the steps a lead goes through before becoming a customer.
Segmentation
Division of the contact base into groups with common characteristics or intentions.
sending bulk messages
Simultaneous sending of messages to several people, usually for campaigns.
SLA
Service Level Agreement — the maximum time your company commits to responding at each stage of the funnel.
Social proof
Use of testimonials, reviews, customer numbers and real cases to reduce hesitation in the purchasing decision.
SQL (Sales Qualified Lead)
Lead that sales confirmed has budget, authority, need and deadline (BANT) — ready for the senior salesperson to close.
Upsell
Offering a superior version of the same product or service — the most efficient way to increase revenue per customer without increasing CAC.
Warm-up
Process of gradually using a new chip to build reputation on WhatsApp.
Webhook
Automatic HTTP notification sent between systems when an event happens — without polling, the originating system notifies directly.
WhatsApp Business API
Programmatic version of WhatsApp for large volumes via authorized BSP.
WhatsApp QR Code
Scannable image that encodes a wa.me link — the customer points the camera and falls straight into the conversation; bridge from the physical to the digital.