Glossary

WABA, template, session window, utility vs marketing — the vocabulary Wapify and Meta use.

The vocabulary Wapify, Shopify and Meta use — in the sense each one means it. Terms are grouped by where you'll meet them.

WhatsApp and Meta

TemplateA message whose exact wording Meta approved in advance. The only way to message someone who hasn't written to you first. Only its variables change per send.

VariableA numbered placeholder inside a template — {{1}}, {{2}} — filled at send time with the store name, customer name, order number, total and so on.

Session windowThe 24 hours after a customer messages you, during which you can reply with anything. Also called the service window. It resets every time they write.

Utility messageA template about an order the customer already placed — confirmation, shipping, review request, cancellation. Cheap, and rarely unwelcome.

Marketing messageA template that promotes something — upsells, cart recovery, restock alerts, campaigns. Many times more expensive per send, and the category customers report.

WABAWhatsApp Business Account. The Meta account that owns a sending number and its approved templates. Wapify has one; connecting your own number means using yours instead.

Embedded SignupMeta's guided popup for connecting your WhatsApp Business Account to an app, without leaving that app.

Quality ratingMeta's Green / Yellow / Red score for a sending number, driven by blocks and reports. A falling rating lowers your sending limit, and can stop sending altogether.

Sending limitHow many unique customers a number may message in 24 hours. Rises over time as a number sends reliably.

FlowA short form that opens inside WhatsApp when the customer taps a button — no browser, no login. Wapify uses two: the review survey and the cancellation-reason picker.

CarouselA template that shows several swipeable cards, each with its own image and button. Wapify's upsell uses a three-card carousel.

Quick replyA tappable button on a template that sends a fixed answer back — the Confirm and Cancel buttons on a COD confirmation.

Wapify

AutomationA rule that sends a WhatsApp message when something happens to an order. Wapify has seven.

ChannelA connected account Wapify can send or receive through — a WhatsApp number, a Facebook Page, an Instagram professional account.

Shared numberWapify's own verified WhatsApp Business number, used by every store that hasn't connected their own. Shared sender, never shared data.

Own numberYour WhatsApp Business number, connected through Embedded Signup. Sending is unlimited; Meta bills you directly.

AllowanceHow many shared-number messages your plan includes each 30-day cycle, in two separate buckets — order updates and marketing.

Quiet hours02:00–11:00 in your store's timezone, when nothing automated is sent. Not a setting. COD confirmations and manual sends are the two exceptions.

Follow-up reminderThe second message COD Confirmation, Ask for review and Abandoned Cart send when the first goes unanswered. Growth and above.

TriageThe AI sorting each Inbox chat into Lead, Support or Ordered.

Order matchThe AI reading a Messenger or Instagram chat for identifying details and proposing which Shopify orders belong to it — those chats have no phone number to match on.

AttributionDeciding that an order came from a message Wapify sent, and recording the evidence. Feeds the Revenue via Wapify figure.

Acceptance rateHow often a customer has actually accepted deliveries, from your store and across stores using the app. Optionally written as a note on the order.

Feedback CenterWhere product reviews and cancellation reasons collect, and where reviews are approved for your storefront.

Featured reviewA review you starred, which appears in the Reviews editorial block on your home page.

Shopify

WebhookA notification Shopify sends Wapify when something happens — an order placed, paid, fulfilled or cancelled. It's what makes automations fire.

Fulfilled vs deliveredFulfilled means you handed the parcel to a courier. Delivered means the courier reported it arrived. Wapify treats them as different events, and different automations depend on each.

Payment gatewayThe name of the payment method on an order. It's what Wapify reads to decide whether an order is cash on delivery.

Order tagA label on a Shopify order, filterable in your admin. Wapify writes COD status and cancellation reasons as tags.

Risk levelShopify's own assessment of an order. Wapify can set it from the customer's COD answer — Low when confirmed, High when unanswered past your window.

Order noteFree text on an order. Where acceptance-rate indicators are written, deliberately instead of a risk assessment.

Customer segmentA saved group of customers defined in Shopify admin. Usable directly as a campaign audience.

Theme app embedAn app feature switched on in the theme editor, appearing on your storefront with no code. Wapify's back-in-stock widget is one.

Theme blockAn app section placed into a page template from the theme editor. Wapify's two reviews blocks are these.

App proxyThe mechanism that lets a storefront widget talk to an app securely through your own domain.

Metrics

Delivery rateMessages that reached a handset, as a share of messages sent. Counted per message.

Reply rateDistinct customers who answered, as a share of customers messaged. Counted per person, not per message — otherwise sending reminders would inflate it.

Confirmation rateOrders confirmed on WhatsApp, as a share of orders messaged.

Recovery rateMessaged carts that ended in an order, as a share of carts messaged.

Revenue via WapifyRevenue from orders attributed to a Wapify message. Excludes COD confirmations, which are reported separately as COD value confirmed.

COD value confirmedThe total value of orders customers confirmed on WhatsApp — revenue protected rather than created, which is why it's reported apart.

Wapify never records or reports whether a message was read. There's no read rate anywhere in the app, deliberately — replies are the metric that means something.