Reference
Glossary
Plain-English definitions for every term you'll meet in Enscale, WhatsApp, Shopify and billing.
Anything you've seen in the app or these docs and weren't sure about.
| Term | What it means |
|---|
| Channel | A way customers reach you — WhatsApp, Instagram, Facebook or the chat bubble on your store. |
| Contact | One customer. Unlimited on every plan; you're never charged for storing them. |
| Conversation | One 24-hour stretch of messaging with one customer on one channel — however many messages that includes. This is what your plan counts. |
| 24-hour window (service window) | The 24 hours after a customer messages you, when you can reply with anything you like. After it, you need an approved template. |
| Template | A message Meta approved in advance, which you're allowed to send at any time. Needed for campaigns and most automations. |
| Service message | A normal, free-typed message. Only deliverable inside the 24-hour window. |
| Quick reply | Your own saved text, for answers you send constantly. Free, instant, usable inside the window. Not the same as a template. |
| Opt-in / opt-out | Whether a customer has agreed to receive your WhatsApp messages. Enforced automatically — you can't message someone who hasn't. |
| Handover | An AI agent passing a conversation to a person. |
| Quality rating | Meta's score for how customers react to your messages. A low one means Meta limits how many people you can reach. |
| Term | What it means |
|---|
| Workflow | An automation — one thing that starts it, then a series of steps. |
| Trigger | The event that kicks an automation off. An order, a message, a comment. |
| Step (node) | One action inside an automation — send, wait, check, look up, assign. |
| Workflow run | One automation firing start to finish, however many steps. This is what your plan counts. |
| Condition | A step that splits the flow based on a check. How you turn a general event into a specific rule. |
| Variable | A blank in a message, filled in with real data when it sends — a name, an order number, a link. |
| Flow template | A ready-made automation you can edit rather than building from scratch. |
| Segment | A saved group of customers matching rules you set. Updates itself as customers change. |
| Tag | Your own label on a customer. Drives segments, inbox filters and automations. |
| Term | What it means |
|---|
| Broadcast message | One campaign message to one person. Unlimited on paid plans. |
| AI resolution | A conversation the AI solved and closed with no human involved. The only AI outcome you're charged for. |
| Media add-on | A small extra charge when an AI resolution involved a voice note or image. |
| Overage | Optionally paying per unit past your allowance instead of pausing. Off by default. |
| Grace period | A short window after you hit a limit, before anything pauses. Automations get none; conversations get 24 hours. |
| Automation limit | At 100% of your workflow-run allowance, automations pause immediately — no grace — unless workflow overage is on. |
| Conversation grace | The 24 hours after you hit your conversation limit, before the inbox goes reply-read-only. |
| Shopify usage cap | A hard ceiling on what Enscale can charge you in a period. You control it, and only you can raise it. |
| Meta charge | What Meta bills you for WhatsApp messages. Separate from Enscale, billed directly to you. |
| AI credit bundle | Prepaid AI resolutions. Used first, and they don't roll over. |
| Term | What it means |
|---|
| Verified purchase | A review tied to a confirmed order, through a review link. Carries more weight with shoppers. |
| Review import | Bringing your existing reviews across from Judge.me or Loox. |
| Loyalty ledger | The record of every points movement, so any balance can be explained. |
| Redemption | Points swapped for a discount code. |
| Direct attribution | Revenue from a click you can trace to a specific message. The number to trust. |
| Assisted attribution | Revenue where your message was involved but wasn't the last click. |
| Support savings | Money not spent because AI handled a conversation. Not revenue — don't add it to one. |
| Term | What it means |
|---|
| CTWA | Click-to-WhatsApp. A Meta ad that opens a WhatsApp conversation with you. |
| CTM | Click-to-Messenger. The Facebook equivalent. |
| Conversions API (CAPI) | How Enscale reports purchases back to Meta, so its ad targeting learns which clicks became orders. |
| Term | What it means |
|---|
| Webhook | A Shopify event Enscale listens for. Most automation triggers are one. |
| Metafield | Extra data stored on a Shopify record. Enscale writes review ratings here so your theme can show stars. |
| Theme app extension | The storefront bundle — your chat bubble and review widgets. You enable it in your theme editor. |
| Admin extension | An Enscale panel inside Shopify admin, on customer, product and order pages. |
| Sidekick | Shopify's built-in assistant. Can look up your Enscale data, read-only. |