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This page defines the terms you see most often in Flowella, on the WhatsApp Business Platform and in HubSpot. Most entries link to the page that covers the term in detail.

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Workspace and access

Your workspace in Flowella. Team members, billing, API keys, connected WhatsApp numbers and the HubSpot connection all belong to an organisation. App URLs start with your organisation’s six-digit ID. See Organisation settings.
What a team member can do in an organisation. Flowella has four roles:
  • Owner: has full access. The person who creates the organisation is its first Owner.
  • Admin: manages members, integrations and settings.
  • Member: uses Flowella day to day, with view-only access to most workspace settings.
  • Billing: meant for the person who looks after the subscription. It has the same access as a Member.
At the moment, any member can upgrade, change or cancel the plan and update the payment method, whatever their role. You can’t change someone’s role or transfer ownership in the app. See Team, Who can use each screen and Who manages billing.
One WhatsApp number connected to Flowella, together with the WhatsApp Business Account it belongs to. Pages such as the Inbox show one channel at a time. To switch, open the account menu at the top right and pick a number under Meta channels. See Multi-channel.

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WhatsApp and Meta

Meta’s top-level account for your business, formerly called Business Manager. It owns your WhatsApp Business Account and lists the people who can manage it. See Business portfolio.
Meta’s check that your business is real and that you represent it. You need it before you can publish WhatsApp Flows. In Flowella’s setup guide, the Connect WhatsApp step is complete only once Meta has verified your business. See Business verification.
The Meta account that holds your message templates, payment method and published WhatsApp Flows, and the business phone numbers that use them. Every number in a WABA can use its templates, but templates aren’t shared between WABAs. Meta calls this a Messaging account, and lists each phone number as its own WhatsApp account. See Messaging accounts and WhatsApp accounts.
Meta’s sign-up window, which opens when you select Connect WhatsApp or Add WhatsApp number in Flowella. In it you choose or create your WhatsApp Business Account and verify the phone number. Each time you complete it, Flowella connects one number. See WhatsApp (Meta) settings.
Meta’s ID for one business phone number in a WABA. Flowella uses it, not the phone number itself, to send and receive messages, and it appears in channel URLs. See URL shape.
The business name shown in your number’s WhatsApp profile. You set a display name for each business phone number, and Meta reviews it. See Display name and profile.
Meta’s rating of how people respond to your messages, for example by blocking or reporting you. Meta rates each business phone number and each template green, yellow or red. A low rating can lead Meta to pause a template or restrict your sending. When a number drops to yellow or red, Flowella sends a WhatsApp quality rating notification. When a template drops to red, it sends Template quality drop. See Quality rating.
A message format that Meta approves in advance. You need one to message a contact outside the 24-hour window. A template has a category, a language, and optional variables, buttons and media. Templates belong to a WhatsApp Business Account. See Templates.
Meta classifies every template as Marketing, Utility or Authentication. The category affects the price and the content Meta allows. See Message categories.
The 24 hours after a contact last messaged you. During the window you can reply with free-form messages. Outside it, you need an approved template. See The 24-hour customer service window.From 1 October 2026, Meta charges for replies inside the window, which it calls service messages. Each business phone number gets 1,000 free service messages a month first. Flowella counts a reply towards your allowance only when Meta marks it billable. See Pricing and message categories and Meta’s pricing page.
A message you send that WhatsApp charges for and marks as billable on its delivery status. Each billable message is one unit of your Flowella allowance. Messages your contacts send you are never billable. See Pricing and message categories.
A window of up to 7 days in which every message you send is free. It opens when you reply within 24 hours to someone who messaged you from a Click to WhatsApp ad. Flowella does not count these messages. See The free entry point window.
Opt-in is a contact’s consent to receive WhatsApp messages from your business. Opt-out is a contact withdrawing that consent. Flowella doesn’t record opt-ins, so keep your own record. See You are responsible for WhatsApp opt-in. Flowella records opt-outs for each WhatsApp number and blocks sends from that number to contacts who opted out. See Opt-outs.
Meta ads that open a WhatsApp conversation with your business when tapped. See Click to WhatsApp ads.
A Meta setup that lets you keep using the WhatsApp Business app on a phone number while you also use the number through Flowella. See Coexistence.

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Flows and journeys

A form that opens inside a WhatsApp chat. Flowella builds Flows from your HubSpot marketing forms and publishes them to your WhatsApp Business Account. Contacts open a Flow from a Flow button. See Flows.
A HubSpot marketing form. The Flows page in Flowella lists your forms, and Flowella builds a WhatsApp Flow from each one you choose. When a contact completes the Flow, Flowella sends the answers to HubSpot as a submission of the same form. See Flows.
A template button of the type Flow. It opens a published WhatsApp Flow in the chat, and its text is Continue unless you change it. Meta reviews the template that carries the button. You publish the Flow itself from the Flows page. See Send your first Flow.
The path a contact follows through your WhatsApp messages. For example: a template with a Flow button, then the Flow, then follow-up messages based on the answers. You usually build a journey as a HubSpot workflow. See HubSpot workflow guides.Flowella can also install ready-made journeys for selected organisations. The Journey needs attention notification refers to those.

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Sending messages

Approved templates that carry your team’s message to a contact after the 24-hour window has closed. There are three: the Service, Update and Offer smart reply templates, managed in Settings → WhatsApp (Meta) → Smart replies. The Reply tab and Re-engage button in the Flowella inbox, and the HubSpot Send WhatsApp Reply action, use the Service template. The chips in the HubSpot inbox can also send the Update or Offer template. Flowella submits the templates to the WhatsApp Business Account of your default number. See Smart replies.
Sending one approved template to many contacts in a single job. You type in the numbers or import a CSV or Excel file. Some tools call this a broadcast. See Bulk send.
The text Flowella sends in place of a template variable when a contact’s value is empty, once you have confirmed the template’s fallback values. It also shows in the preview and goes to Meta as the variable’s sample. See Fallback values.

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HubSpot

Flowella’s channel in HubSpot’s conversations inbox. Once you connect it, WhatsApp conversations appear in HubSpot, and replies your team sends from HubSpot reach the contact on WhatsApp through Flowella. It needs Sales Hub or Service Hub Professional or Enterprise. See HubSpot custom channel.
HubSpot’s AI agent that answers customer conversations. It’s part of HubSpot, not Flowella. HubSpot workflows can hand a conversation to it with HubSpot’s Assign to Customer Agent action. If HubSpot lets you assign it to custom channels, it can answer WhatsApp conversations on the HubSpot custom channel. Flowella then delivers its replies like any other reply from HubSpot. See Use the HubSpot Customer Agent with Flowella and HubSpot’s guide to deploying the customer agent to channels.

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API and developer terms

A secret token that authenticates requests to the Flowella REST API. Owners and Admins create keys in Settings → API keys. Treat API keys like passwords. See API keys.
A permission that decides which Flowella API endpoints a token can call, such as messages:write. API keys created in the app have every scope. OAuth access tokens have only the scopes granted when the app was authorised. See Scopes.
An app, usually built by a partner, that other Flowella organisations can connect to their account without sharing API keys. An Owner or Admin approves it on a consent screen and can revoke it in Settings → Installed apps. See Developer apps.
An organisation-wide test mode that an Owner or Admin switches on in Settings → Developer hub. While it’s on, API sends, bulk sends and the HubSpot Send WhatsApp Template action don’t reach WhatsApp. Inbox replies and other HubSpot actions still send for real. See API sandbox.
A message Flowella sends to a URL you control whenever a chosen event happens, such as a new inbound message. Set webhooks up in Settings → Webhooks. See Webhooks.
Can’t find a term? Ask Flowella support.
Last modified on October 24, 2026