Zapext Glossary
The essential terms of CRM, automation, and WhatsApp marketing — explained simply.
Average ticket
Average value per sale.
Bottom of funnel (BoFu)
Final funnel stage, where the lead already understands the problem, knows the options and is ready to decide — the highest-converting one.
BSP (Business Solution Provider)
Meta-authorized company that intermediates access to the WhatsApp Business API — without a BSP, no one sends via the official API.
Bulk messaging
Sending messages simultaneously to many people, usually for campaigns.
CAC
Customer Acquisition Cost: (marketing + sales) ÷ new customers — the metric that says whether your business model is sustainable.
Cadence
Timing pattern between messages to avoid bans.
Chatbot
A program that automatically replies 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 (Facebook/Instagram) ad format with a button that opens directly into a WhatsApp chat, skipping landing page and form.
Contact
A person saved in your WhatsApp base — name, number and conversation history — that can be organized with tags and funnel stages.
Conversation flow
Ordered sequence of automated messages a chatbot runs after a trigger, with a human exit at every step and a clear closing action.
Country code (DDI)
Country calling code (Brazil = 55, USA = 1) required in any wa.me link and international message — without it, the link doesn't work.
CRM
Customer Relationship Management software that centralizes history, contacts, and sales funnel.
Cross-sell
Offering a product or service complementary to what the customer already bought — unlike upsell, which proposes a higher tier.
CSAT
Immediate satisfaction metric after a specific interaction — support, purchase or delivery — unlike NPS, which measures the brand.
Drip campaign
Automated message sequence at predefined intervals, triggered by an event — a little information at a time, at the right moment.
HSM (Highly Structured Message)
Meta pre-approved message template, required to start a conversation via the official API outside the 24-hour window.
ICP (Ideal Customer Profile)
Ideal Customer Profile: the customer most likely to close, with the highest LTV, lowest churn and best odds of becoming a promoter.
Kanban
Visual column-based management method born at Toyota, today the foundation of many CRMs.
KPI
Key metric that signals the performance of an area — the number that, when it improves, lifts everything else around it.
Lead
A person who showed interest in your product and shared some contact info.
Lead nurturing
Process of educating and warming leads who aren't ready to buy yet, with valuable content delivered over time.
Lead scoring
Assigning points to leads by behavior and profile so sales prioritize the hottest ones and tools automate actions by score range.
LTV
Total value a customer generates over the relationship with the company — for a healthy business, LTV ≥ 3 × CAC.
MQL (Marketing Qualified Lead)
Lead who showed clear interest but isn't ready for sales yet — needs nurturing or a qualifying bot before the human steps in.
Multi-device
Official feature that connects the same number on up to 4 devices without the phone online — what made WhatsApp Web useful for business.
No-code
Movement of tools that let anyone build automations, sites and chatbots by dragging visual blocks — no code required.
NPS
Net Promoter Score — satisfaction via "would you recommend?".
Number warm-up
Process of gradually using a new SIM to build reputation on WhatsApp.
Opt-in
Explicit customer consent to receive messages. Required by data protection laws.
Opt-out
Mechanism by which a customer unsubscribes from commercial messages — required by law and by WhatsApp's own policy.
Remarketing
Re-engaging contacts who showed interest but didn't convert — abandoned cart, unanswered quote, inactive customer.
Sales funnel
Visual representation of the stages a lead goes through to become a customer.
Segmentation
Dividing your contact base into groups with shared traits or intents.
SLA
Service Level Agreement — the maximum time your business commits to responding at each funnel stage.
Social proof
Using testimonials, reviews, customer numbers and real cases to reduce hesitation in the purchase decision.
SQL (Sales Qualified Lead)
Lead confirmed by sales to have budget, authority, need and timeline (BANT) — ready for the senior salesperson to close.
Upsell
Offering the higher tier of the same product or service — the most efficient way to grow revenue per customer without raising CAC.
wa.me link
WhatsApp's official domain for links that open directly into a chat, with international number and pre-filled message.
Webhook
Automatic HTTP notification fired between systems the moment an event happens — no polling, the source system pushes the update directly.
WhatsApp Business API
Programmatic version of WhatsApp for large volumes via authorized BSP.
WhatsApp QR Code
Scannable image encoding a wa.me link — the customer points the camera and lands straight in the chat; a physical-to-digital bridge.