Key Concepts
Review core platform terminology, including broadcast channels and Dashboard metrics, before building a messaging strategy. For teams new to the platform who need a shared vocabulary.
Welcome to the fundamentals of the Communications Platform. You find the essential concepts, terminology, and capabilities that underpin your messaging strategy in this section. Mastering these basics helps you create more effective, personalized communications.
Key terms
You encounter the following core terminology throughout the platform:
Dashboard: Your command center for monitoring success. The Dashboard tracks broadcasts, contact growth, and key metrics in one place. It's where data becomes actionable insights.
E.164 format: The global standard for phone numbers. This ITU recommendation ensures phone numbers work across international borders. The format uses a plus sign (+) followed by up to 15 digits. The digits begin with a 1-3 digit country code, followed by the area code and local number. For example: +12125550143.
Personalized Fields: Dynamic variables that insert custom information directly into your broadcasts. You insert details like a contact's name, location, or purchase history. The platform includes built-in fields for immediate use. You also create custom fields for more sophisticated personalization. You recognize them by their square bracket format: [[fieldname]].
Glossary
| Term | Definition | API field | Where used |
|---|---|---|---|
| Workspace | Configurable instance of the platform within an Environment; each one manages its own branding, channels, and users independently. | — | Environment's Workspaces Configuration |
| Environment | Top-level container that groups one or more Workspaces and shares configuration such as branding, login imagery, and support links. | — | Environment Information |
| Broadcast | A one-time send of messages to an audience through a channel (SMS, Email, RCS, or WhatsApp). | campaignId, campaignName | Broadcasts & Automations |
| Automation | An interactive flow that responds to a contact's action (chatbot, keyword, poll, form) instead of a single scheduled send. | — | Broadcasts & Automations |
| Contact | A person who receives messages, managed within a list. The API still uses subscriber in some fields and paths for historical reasons — same concept. | subscriberId, /subscribers | List Management, Blocklisted Contacts |
| List | A collection of contacts and their custom data columns; the base unit for organizing audiences. | listId | List Management |
| Segment | A subset of contacts within a list, filtered by rules, used for targeted delivery. | segmentId | Delivery & Recipients |
| Sender | The origin identifier of a message; its exact form depends on the channel. | SMS/Broadcast: origin · WhatsApp: wabaId + number · Email: sender address | Enabled Channels |
| Short code | A short (5- or 6-digit) number used as a sender for bulk broadcasts and marketing automations, mainly on SMS. | A value type of origin, not its own field | Enabled Channels |
| WABA | WhatsApp Business Account — Meta's business account that authorizes sending WhatsApp messages. | wabaId | WhatsApp Business Step by Step Onboarding |
| Message template | A Meta-approved message format required to start WhatsApp conversations outside the 24-hour session window. | templateId or templateName | WhatsApp Message Templates |
| Session message | A template-free WhatsApp message sent within the 24-hour window after a contact's last message. | — | Creating & Sending WhatsApp Session Messages |
| Keyword | A trigger word that activates a platform action when a contact sends it via SMS or WhatsApp. | keywords | Keyword |
| Blocklist | A list of contacts who unsubscribed or opted out; they no longer receive messages from the associated sender. | listType (current enum value: BLACK) | Blocklisted Contacts |
| Credits | The consumable balance that funds message sending per channel, tracked against a billing plan. | — | Credits overview, Credits Plan |
| TPS | Transactions Per Second — the dynamic capacity of messages processed per second in a delivery workflow, limited by the provider and channel. | — | Message Throughput (TPS) |
Message types: Choose your channel
You reach your audience through their preferred broadcasts:
- SMS: Sends text messages directly to any mobile phone number. Messages appear instantly in your contacts' native messaging apps.
- Email: Delivers HTML emails or plain-text messages to your contacts' inboxes. Use this channel for newsletters, detailed updates, and visual content.
- RCS: Takes traditional text messaging further with branded experiences and high-resolution images. Adds interactive buttons and enhanced analytics within the native messaging app.
- WhatsApp: Connects with your audience through the world's most popular messaging app. Combines personal messaging with business-scale communication.
Automation types: Create engaging experiences
You go beyond simple messages with the following automation types:
- Chatbot: Interacts with users to answer questions and perform actions. Automates support, guides users through processes, and provides instant responses across SMS and WhatsApp.
- Keyword: Let's contacts text simple words to participate, subscribe, enter contests, or access exclusive content. Drives two-way engagement through keyword-based automations.
- Subscription Form: Provides a web landing page for new users to join your contact list. Grow your audience with minimal steps required.
- Polls & Surveys: Gathers insights, opinions, and feedback through interactive polls and surveys. Turns customer responses into data for analysis.
You combine automation types to create multi-step journeys with more personalized experiences for your audience.
Updated about 3 hours ago