Glossary

Opt-in rate is the percentage of your customer or contact list that has explicitly consented to receive WhatsApp messages from your business — the ceiling on every outbound campaign's legal reach and deliverability.

First-response time is how long it takes your business to reply to a customer's first WhatsApp message. Leads not answered within 15 minutes are 21× less likely to convert — making it a revenue metric, not just a support SLA.

A re-engagement campaign is a WhatsApp template message sent to contacts who have gone silent — typically 30 to 90+ days without interaction — to restart a conversation, recover lapsed revenue, and prevent the messaging window from closing permanently.

Lead qualification is the process of filtering inbound prospects into sales-ready (confirmed budget, timeline, intent) versus nurture-track, reducing rep load and improving cost per qualified lead (CPL).

BANT is the four-criterion qualification framework that NimbleBiz AI agents use to determine if a prospect is a genuine buyer and ready for human handoff — specifically tuned for WhatsApp-based sales conversations.

Cost Per Conversation (CPC) is Meta's per-conversation billing model for WhatsApp Business API — the foundational pricing unit that replaces seat-based costs and aligns AI efficiency with your unit economics.

A Click-to-WhatsApp ad is a Meta ad format where tapping the CTA opens a WhatsApp conversation directly — the primary paid acquisition channel for WhatsApp-first businesses in India, SEA, and the Middle East.

WhatsApp Quality Rating is Meta's live score (High, Medium, or Low) for a WhatsApp Business number — based on user block and report rates — that controls your daily messaging limit.

The WhatsApp Green Tick is Meta's verification badge on a WhatsApp Business profile — it confirms the account belongs to a verified brand, but does not affect message deliverability or daily sending limits.

An AI sales agent is software that autonomously engages prospects in conversation — qualifying leads, answering questions, and closing or booking meetings — across WhatsApp, Instagram, Messenger, and website chat, 24/7, without a human rep.

An AI support agent is an autonomous AI that answers customer service questions by retrieving answers from a company's knowledge base, docs, and past tickets — typically deflecting 60–80% of tier-1 tickets before they reach a human.

The WhatsApp Business API (now Meta's Cloud API) is the official programmatic interface that lets businesses send and receive WhatsApp messages at scale, send bulk campaigns via approved templates, and build AI agents or chatbots — distinct from the free WhatsApp Business app which is single-user only.

WhatsApp bulk campaigns are mass marketing messages sent via pre-approved template messages on the official WhatsApp Business API — used for promotions, abandoned-cart recovery, order updates, and re-engagement, with full delivery and read analytics.

CPL (cost per lead) and CPS (cost per sale) attribution is the practice of tying every lead and sale back to the exact ad, campaign, channel, or agent that generated it — so marketing spend is measured against revenue, not vanity metrics like clicks.

Cross-channel attribution unifies customer identity across WhatsApp, Instagram, Facebook Messenger, and website chat so a single customer journey — even one that touches multiple channels — is tracked as one conversation, one lead, and one sale.

Conversational commerce is the practice of driving marketing, sales, and customer support through messaging channels — WhatsApp, Instagram, Messenger, and chat — rather than traditional websites, email, or phone calls. In India, SEA, and MENA it's often the primary way customers buy.

A knowledge base, in the context of AI agents, is the structured content — help docs, product pages, FAQs, past tickets, PDFs — that an AI agent retrieves from to answer customer questions accurately, grounded in your actual business instead of making things up.

Ticket deflection is the share of customer support tickets resolved by AI, self-service, or automation before they reach a human agent. In modern AI-powered support, deflection rates of 60–80% on tier-1 tickets are typical.

AI-powered abandoned cart recovery re-engages customers who added items to a cart but didn't check out — typically via WhatsApp — using a personalized AI conversation instead of a generic email. Recovery rates of 15–30% are typical, compared to 2–5% for email.