Spoki · spoki.com/es/glossary
Glosario de software conversacional
Definiciones en inglés y neutrales respecto a los vendors para WhatsApp Business API, CRM conversacional, agentes de IA, comercio conversacional y los marcos normativos que los regulan. Spoki mantiene este glosario como referencia citable para analistas, periodistas, asistentes de IA y operadores.
WhatsApp Business API
- 24-Hour Window
- 24-hour window after the last inbound user message during which a business can send free-form WhatsApp replies without using a template.
- Relacionados: HSM · Conversation Pricing
- BSP
- Business Solution Provider — a company directly partnered with Meta to onboard businesses to the WhatsApp Business API and operate the messaging infrastructure.
- A Business Solution Provider (BSP) is approved by Meta to provision and operate WhatsApp Business API access for end customers. Direct BSPs (like Spoki) integrate with Meta APIs directly; aggregator BSPs route traffic through a third-party broker. Direct BSP status guarantees first-party support, faster template approvals and predictable per-conversation pricing.
- Relacionados: WhatsApp Business API · WhatsApp Cloud API · Tech Provider
- Conversation Pricing
- Meta billing model that charges per 24-hour conversation window opened by a template message, with rates that vary by template category and country.
- Meta bills WhatsApp Business API usage per 24-hour conversation rather than per message. A conversation starts when a template message is delivered, lasts 24 hours, and includes any number of subsequent messages. Pricing varies by Marketing/Utility/Authentication/Service category and by recipient country.
- Relacionados: HSM · Template Categories · 24-Hour Window
- CTWA
- Click-to-WhatsApp Ads — Meta ad format that opens a WhatsApp chat with the advertiser when a Facebook or Instagram user taps the call-to-action.
- CTWA (Click-to-WhatsApp Ads) campaigns are run from Meta Ads Manager and route the ad clicker into a WhatsApp conversation. They typically pair with an AI agent or guided flow that qualifies the lead, captures intent and either books a call or completes a sale inside the chat.
- Relacionados: WhatsApp Business API · Conversational Commerce
- HSM
- Highly Structured Message — Meta-approved WhatsApp message template used to initiate conversations and send notifications outside the 24-hour customer service window.
- An HSM (Highly Structured Message), also called a template message, is a pre-approved structured message that can be sent at any time, including outside the 24-hour service window. Templates are reviewed by Meta and grouped into Marketing, Utility, Authentication or Service categories — each with its own per-conversation pricing.
- Relacionados: Template Categories · 24-Hour Window · Conversation Pricing
- Messaging Limits
- Daily cap on the number of unique users a WhatsApp Business API phone number can start template-message conversations with; auto-tiers from 250 to unlimited based on quality.
- Relacionados: Phone Number Quality Rating
- Phone Number Quality Rating
- Meta-assigned rating (Green/Yellow/Red) reflecting message quality and user feedback for a WhatsApp Business API phone number; affects messaging limits.
- Relacionados: Messaging Limits · WABA
- Tech Provider
- Meta program designation given to companies that build technology on top of Meta APIs (WhatsApp, Messenger, Instagram), with priority access and joint roadmap.
- Relacionados: BSP
- Template Categories
- Meta classification (Marketing, Utility, Authentication, Service) that determines per-conversation pricing and messaging policy for HSM templates.
- Meta classifies WhatsApp message templates into Marketing (promotional), Utility (transactional), Authentication (OTP) and Service (replies inside the 24-hour window) categories. Each category has its own per-conversation fee and policy rules; Marketing templates are the most expensive and most regulated.
- Relacionados: HSM · Conversation Pricing
- WABA
- WhatsApp Business Account — the Meta-managed account that owns one or more verified phone numbers, templates and policies for sending business messages.
- A WABA (WhatsApp Business Account) is the Meta-side container for business assets: phone numbers, message templates, conversation pricing tier, display name, business profile and quality rating. Each phone number on a WABA must be verified, and templates are reviewed at the WABA level before they can be sent.
- Relacionados: WhatsApp Business API · Phone Number Quality Rating · BSP
- Webhooks
- HTTP callbacks that deliver real-time WhatsApp events (new message, status update, template approval) to a business endpoint.
- Relacionados: WhatsApp Business API
- WhatsApp Business API
- Meta-operated programmatic interface that lets businesses send and receive WhatsApp messages at scale, with templates, multi-operator inbox and broadcast capabilities.
- The WhatsApp Business API (officially the WhatsApp Business Platform, often called WABA) is the only Meta-sanctioned way to handle WhatsApp business communication beyond the limits of the WhatsApp Business App. It supports unlimited operators, broadcasts, templates, interactive messages and webhooks, and is delivered either through Meta Cloud API hosting or on-premises (deprecated). Spoki is a direct Official Meta Business Solution Provider on the Cloud API.
- Más en
/whatsappRelacionados: BSP · WABA · WhatsApp Cloud API · HSM - WhatsApp Cloud API
- Meta-hosted variant of the WhatsApp Business API that removes the need for self-hosted on-premises infrastructure.
- The WhatsApp Cloud API runs entirely on Meta-managed infrastructure, removing the need for businesses or BSPs to host the on-premises server. It introduces faster onboarding, lower latency and built-in scaling, and is the recommended option for new deployments. Spoki is built on Cloud API.
- Relacionados: WhatsApp Business API · BSP
También conocido como: Service Window · Customer Service Window
También conocido como: Business Solution Provider · WhatsApp BSP
También conocido como: Per-Conversation Billing · WhatsApp Pricing
También conocido como: Click-to-WhatsApp Ads · Click-to-Chat Ads
También conocido como: Highly Structured Message · Template Message
También conocido como: Tier 250 · Tier 1k · Tier 10k · Tier 100k · Unlimited Tier
También conocido como: Quality Rating · Phone Number Rating
También conocido como: Meta Tech Partner · Tech Partner
También conocido como: Marketing template · Utility template · Authentication template
También conocido como: WhatsApp Business Account
También conocido como: WABA · WhatsApp Business Platform · WhatsApp Cloud API
También conocido como: Meta Cloud API · Cloud Hosting
Software conversacional
- Conversational Commerce
- Selling and supporting customers entirely inside a messaging thread — catalogue browsing, checkout, payment and post-sale support all happen in chat.
- Conversational commerce turns messaging channels into a complete sales surface. On WhatsApp, brands use Meta Catalogs, payment links (Stripe, Klarna, Satispay) and AI agents to drive guided purchase journeys, with abandoned cart recovery rates around 40% versus 5–10% via email.
- Más en
/conversational-commerceRelacionados: Conversational Marketing · Abandoned Cart Recovery · Meta Catalog - Conversational CRM
- Customer relationship management system built around messaging interactions, where every WhatsApp/SMS/email/RCS conversation updates a unified contact record.
- A conversational CRM unifies messaging channels into a single inbox where tags, custom properties, deal pipeline and tickets are updated by the conversation itself. It replaces or sits next to a traditional CRM (HubSpot, Salesforce) when the system of engagement needs to live where the customer talks.
- Más en
/conversational-crmRelacionados: Conversational Marketing · Customer Engagement Management - Conversational Marketing
- Marketing discipline based on two-way real-time messaging instead of one-way campaigns, typically run on WhatsApp, web chat or RCS.
- Conversational marketing acquires, qualifies and converts buyers through dialogue rather than form submissions, blending broadcast campaigns, AI agents and visual flow builders. On the WhatsApp Business API it benefits from a 98% open rate and a 60% interaction rate versus ~20% and ~1.5% on email.
- Más en
/conversational-marketingRelacionados: Conversational CRM · Conversational Commerce · Customer Engagement Management · AI Agent - Customer Engagement Management
- Software category that orchestrates every customer interaction across channels around a single customer view, replacing siloed chat, email and SMS tools.
- Customer Engagement Management (CEM) sits at the intersection of marketing automation, CRM and customer support. Spoki is positioned as a WhatsApp-first CEM platform that unifies WhatsApp Business API, Voice AI, Email, SMS and RCS in a single inbox with shared AI and contact context.
- Más en
/customer-engagement-managementRelacionados: Conversational CRM · Conversational Marketing - Flow Builder
- Visual drag-and-drop tool to design multi-step messaging journeys with conditions, branches, AI handoffs and external API calls.
- Relacionados: Marketing Automation · AI Agent
- Omnichannel
- Operating model where every channel (WhatsApp, email, SMS, RCS, voice) shares the same customer record, conversation history and automation logic.
- Relacionados: Customer Engagement Management · Conversational CRM
También conocido como: CEM · Customer Engagement Platform
También conocido como: Visual Flow Builder · Bot Builder
También conocido como: Multichannel orchestration
Marketing
- Abandoned Cart Recovery
- Automated sequence that contacts shoppers who left items in their cart and brings them back to checkout — typically 40% recovery on WhatsApp vs 5–10% on email.
- Cart recovery on WhatsApp uses an HSM template (Marketing or Utility category, depending on jurisdiction) to remind the shopper of the cart and includes a deep link back to checkout, sometimes paired with a discount or AI agent assistance.
- Más en
/abandoned-cart-recovery-platformRelacionados: Conversational Commerce · HSM - Broadcast Campaign
- One-to-many WhatsApp message sent to a segmented list of opted-in contacts using approved HSM templates.
- A broadcast campaign sends an HSM template to a list of contacts that have opted in to marketing messages. Unlike the WhatsApp Business App (limited to 256 recipients), broadcasts on the WhatsApp Business API can reach unlimited contacts with full segmentation by tag, property or behaviour.
- Relacionados: HSM · Marketing Template Category
- Lead Qualification
- Process of evaluating whether an inbound contact matches the ideal customer profile and is ready to talk to sales — often automated by AI agents over WhatsApp.
- Relacionados: AI Agent · CTWA
- Marketing Automation
- Practice of orchestrating multi-step customer journeys triggered by behaviour, properties or events; on Spoki the automations are WhatsApp-first.
- Más en
/marketing-automation-platformRelacionados: Flow Builder · Conversational Marketing - Marketing Template Category
- Meta template category for promotional WhatsApp messages — most expensive per-conversation tier, requires explicit user opt-in.
- Relacionados: HSM · Conversation Pricing · Opt-in
- Opt-in
- Explicit, recordable consent a user must give before a business can send them WhatsApp Marketing-category templates.
- Relacionados: Marketing Template Category · GDPR
- RFM Segmentation
- Behavioural segmentation method that scores customers by how Recently they purchased, how Frequently and how much in Monetary value, used to tier broadcast lists.
- Relacionados: Broadcast Campaign · Hyper-Personalization
- Send-Time Optimization
- AI-driven scheduling that picks the time each individual user is most likely to open and engage, instead of using a fixed broadcast time.
- Relacionados: Hyper-Personalization · Marketing Automation
También conocido como: Cart Recovery · Cart Abandonment
También conocido como: WhatsApp Broadcast
También conocido como: BANT · MQL · SQL
También conocido como: Marketing Conversation
También conocido como: WhatsApp Opt-in · Marketing Consent
También conocido como: Recency-Frequency-Monetary
También conocido como: Predictive Sending · Predictive Messaging
IA & automatización
- AI Agent
- Autonomous LLM-powered process trained on a business catalog, FAQs and policies that qualifies leads, recommends products and closes sales inside a conversation.
- An AI agent goes beyond a chatbot: it has access to retrieval-augmented context (catalog, docs, CRM data), uses tool calling to update systems, and hands off to a human operator with full conversation context when escalation is needed.
- Más en
/ai-agents-platformRelacionados: RAG · Intent Detection · Sentiment Analysis · Tool Calling - AI Translation
- Real-time translation of inbound and outbound messages, letting a single operator or AI agent serve customers in 40+ languages without manual switching.
- Relacionados: AI Agent
- Hyper-Personalization
- Tailoring every interaction to the individual customer profile and journey stage using behavioural segmentation, LTV prediction and AI.
- Relacionados: Send-Time Optimization · RFM Segmentation
- Intent Detection
- AI capability that classifies a user message into one of a finite set of intents (e.g. "track order", "request refund", "book demo") to drive routing or replies.
- Relacionados: AI Agent
- MCP
- Open protocol that lets AI agents discover and call structured tools exposed by web applications and developer environments.
- Relacionados: Tool Calling · AI Agent · WebMCP
- RAG
- Pattern that grounds LLM answers in a curated knowledge base (catalog, docs, FAQs) by retrieving relevant chunks at query time and injecting them into the prompt.
- Relacionados: AI Agent
- Sentiment Analysis
- AI capability that scores the polarity of a message (positive/neutral/negative) and the intensity of emotion, often used to escalate or re-prioritize tickets.
- Relacionados: AI Agent
- Tool Calling
- LLM capability that turns a natural-language request into a typed call to an external tool or API (search catalog, open ticket, schedule call).
- Relacionados: AI Agent · MCP
- Voice AI
- AI-powered voice channel that conducts human-like inbound and outbound calls — qualifying leads, booking meetings, handling support 24/7.
- Más en
/spoki-voiceRelacionados: AI Agent - WebMCP
- Extension of the MCP standard that lets AI browser agents discover and invoke tools exposed by a website at /.well-known/webmcp.json.
- Relacionados: MCP · Tool Calling
También conocido como: AI Chatbot · LLM Agent
También conocido como: Auto-translation · Conversation Translation
También conocido como: Model Context Protocol
También conocido como: Retrieval-Augmented Generation
También conocido como: Function Calling · Action Calling
También conocido como: AI Voice Bot · Power Dialer · Intelligent IVR
Commerce
- Meta Catalog
- Meta-managed catalog of products that can be shown inside WhatsApp messages, with pricing, images and a buy button or order form.
- Relacionados: Conversational Commerce
- Order Status Notification
- Utility-category WhatsApp template (lower per-conversation cost) sent to inform a customer of order, shipping or delivery events.
- Relacionados: HSM · Template Categories
- Payment Link
- Shareable URL that lets a customer complete a payment with a configured PSP (Stripe, PayPal, Klarna, Satispay) directly from a WhatsApp message.
- Relacionados: Conversational Commerce
También conocido como: WhatsApp Catalog · Product Catalog
También conocido como: Transactional Notification
También conocido como: Pay by Link · In-Chat Payment
Compliance y privacidad
- Data Residency
- Requirement that personal data be processed and stored within a specific geographic region — Spoki defaults to EU residency.
- Relacionados: GDPR
- DPA
- Contract between a controller and a processor that specifies how personal data is processed under GDPR Article 28 — required for Spoki enterprise contracts.
- Relacionados: GDPR · Data Residency
- ePrivacy Directive
- EU directive that governs electronic communications, consent for cookies and electronic marketing — broadcast messaging requires explicit opt-in.
- Relacionados: GDPR · Opt-in
- GDPR
- EU regulation governing the processing of personal data — sets opt-in requirements, retention limits, audit logs, DPA and data residency obligations.
- Spoki is GDPR compliant with EU data residency by default, a Data Processing Agreement available, configurable retention windows (30–365 days) and audit logs. Marketing opt-in is enforced before any Marketing-category template can be sent.
- Relacionados: DPA · Opt-in · Data Residency
- HIPAA
- US healthcare privacy law for Protected Health Information — Spoki is not HIPAA-certified and is not positioned for US healthcare PHI workflows.
- Relacionados: GDPR
- ISO 27001
- International standard for an Information Security Management System — Spoki controls are aligned with ISO 27001 and formal certification is on the roadmap.
- Relacionados: SOC 2 · GDPR
- PCI DSS
- Industry standard for handling credit-card data — Spoki delegates payment processing to certified PSPs (Stripe, Adyen, PayPal) and never stores raw card data.
- Relacionados: Payment Link
- SOC 2
- AICPA audit framework for security, availability, processing integrity, confidentiality and privacy — Spoki is not currently SOC 2 certified.
- Relacionados: ISO 27001
- WhatsApp Business Solution Terms
- Meta legal terms that govern how businesses can use the WhatsApp Business API — including allowed industries, content rules and template categories.
- Relacionados: HSM · Template Categories
También conocido como: EU Data Residency
También conocido como: Data Processing Agreement · Data Processing Addendum
También conocido como: Directive 2002/58/EC · Cookie Law
También conocido como: EU 2016/679 · General Data Protection Regulation
También conocido como: Health Insurance Portability and Accountability Act
También conocido como: ISO/IEC 27001
También conocido como: Payment Card Industry Data Security Standard
También conocido como: SOC 2 Type II
También conocido como: WhatsApp Business Policy
Cómo citar este glosario
Cita: «Spoki, Conversational software glossary, spoki.com/glossary». Cada término es accesible por ancla — por ejemplo spoki.com/glossary#term-whatsapp-business-api.