Reference
Glossary
Definitions for Enscale, Shopify, Meta, billing, workflow, and inbox terms.
| Term | Meaning |
|---|
| Channel | A way customers reach you — WhatsApp, Instagram, Facebook, or webchat. |
| Contact | One customer or lead. Unlimited on every plan. |
| Conversation | One 24-hour messaging window with one contact on one channel. The unit your plan counts. |
| Service window | The 24 hours after a customer messages you, during which you can send free-form replies. Outside it, WhatsApp requires an approved template. |
| Template | A Meta-approved message format, required for outbound WhatsApp outside the service window. |
| Quick reply | Your own saved response text, usable inside the service window. Not the same as a template. |
| Opt-in / opt-out | Whether a contact has consented to WhatsApp messaging. Enforced automatically. |
| Handover | An AI agent passing a conversation to a human. |
| Term | Meaning |
|---|
| Workflow | An automation: one trigger followed by a chain of nodes. |
| Trigger | The event that starts a workflow. |
| Node | A step in a workflow — send, wait, branch, look up, assign. |
| Workflow run | One full execution, trigger to final node. The unit your plan counts. |
| Condition | A node that branches the flow. How you turn a raw trigger into a specific rule. |
| Variable | A {{path}} reference to trigger data or node output. |
| Flow template | A prebuilt workflow you can customise. |
| Segment | A saved set of conditions selecting contacts. Live, not a snapshot. |
| Term | Meaning |
|---|
| Broadcast message | One outbound message to one recipient in a campaign. |
| AI resolution | A conversation the AI solved and closed with no human handover. The only billable AI outcome. |
| Media add-on | An extra charge on an AI resolution that involved audio or images. |
| Overage | Optional per-unit charging past your allowance, instead of pausing. Off by default. |
| Grace period | 72 hours after hitting 100% of a limit, before that feature pauses. |
| Automation grace | The grace clock for workflow runs. Pauses automations. |
| Conversation grace | The grace clock for conversations. Makes the inbox reply-read-only. |
| Shopify usage cap | The ceiling on all metered charges in a period. |
| Meta charge | What Meta bills you for WhatsApp, separate from Enscale. |
| AI credit bundle | Prepaid AI resolutions. Deducted first, don't roll over. |
| Term | Meaning |
|---|
| Review import | Pulling existing reviews in from Judge.me or Loox. |
| Verified purchase | A review tied to a confirmed order, via a signed review link. |
| Metafield sync | Writing review averages and counts to Shopify product metafields for storefront display. |
| Loyalty ledger | The record of every points movement, so a balance is always explainable. |
| Redemption | Points exchanged for a discount code. |
| Direct attribution | Revenue from a traceable click on a link in your message. |
| Assisted attribution | Revenue where your message was a touchpoint but not the last click. |
| Support savings | Cost avoided by AI resolving a conversation. Not revenue. |
| Term | Meaning |
|---|
| CTWA | Click-to-WhatsApp. A Meta ad that opens a WhatsApp conversation. |
| CTM | Click-to-Messenger. The Facebook equivalent. |
| Conversions API (CAPI) | Meta's server-side event API. Enscale reports purchases back for ad-attributed contacts. |
| Term | Meaning |
|---|
| Webhook | A Shopify event Enscale subscribes to. Most workflow triggers are one. |
| Metafield | Custom data on a Shopify resource. Enscale writes review ratings to product metafields. |
| Theme app extension | The storefront widget bundle — webchat bubble and review widgets. |
| Admin extension | An Enscale panel inside Shopify admin. |
| Sidekick | Shopify's admin assistant. Can query your Enscale data read-only. |