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 — lead ready to buy.
BSP (Business Solution Provider)
Meta-authorized company that intermediates WhatsApp Business API access.
Bulk messaging
Sending messages simultaneously to many people, usually for campaigns.
CAC
Customer Acquisition Cost.
Cadence
Timing pattern between messages to avoid bans.
Chatbot
A program that automatically replies to messages based on triggers or AI.
Churn
Cancellation/abandonment rate over a period.
Click-to-WhatsApp Ads
Meta ad with button that opens straight into WhatsApp chat.
Conversation flow
Sequence of automated messages triggered by a specific event.
Country code
International country code. Brazil = 55, USA = 1.
CRM
Customer Relationship Management software that centralizes history, contacts, and sales funnel.
Cross-sell
Offer of complementary product.
CSAT
Customer Satisfaction — after one interaction.
Drip campaign
Sequence of messages at predefined intervals.
HSM (Highly Structured Message)
Pre-approved Meta message template, required to start conversation via API.
ICP
Ideal Customer Profile.
Kanban
Visual column-based management method born at Toyota, today the foundation of many CRMs.
KPI
Key Performance Indicator.
Lead
A person who showed interest in your product and shared some contact info.
Lead nurturing
Educating leads not yet ready to buy.
Lead scoring
Lead scoring by behavior and profile.
LTV
Lifetime Value — total value a customer generates.
MQL
Marketing Qualified Lead.
Multi-device
Use WhatsApp on up to 4 devices without phone connected.
No-code
Approach that lets people build software without writing code, via visual interfaces.
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 allowing the customer to unsubscribe.
Remarketing
Re-engaging contacts who showed interest but didn't convert.
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 promises to respond.
Social proof
Testimonials and numbers to reduce hesitation.
SQL
Sales Qualified Lead.
Upsell
Offer of higher tier of same product.
wa.me
Official WhatsApp domain for direct chat links.
Webhook
Automatic HTTP notification between systems.
WhatsApp automation
A set of rules that perform actions on WhatsApp without human intervention.
WhatsApp Business API
Programmatic version of WhatsApp for large volumes via authorized BSP.
WhatsApp QR Code
Scannable image that opens chat directly in WhatsApp.