Quick Start
DeelFlows Glossary
Common terms and concepts used throughout DeelFlows.
What it is
This glossary defines the key terms you'll see in DeelFlows. Understanding these concepts will help you use the platform effectively.
Many of these terms come from WhatsApp's official Business API documentation. Others are specific to DeelFlows and how we've organized features.
Refer back to this page whenever you see an unfamiliar term or need a quick reminder of what something means.
When to use it
- You're new to DeelFlows and learning how everything works
- You're not sure what a specific term means in the interface
- You're training new team members and need a reference guide
- You're reading documentation and want clarification on terminology
- You need to explain DeelFlows concepts to someone outside your team
Step by step
1. Contact
A Contact is a person in your Workspace. They have a phone number and may have other user properties like name, email, and custom fields.
Contacts are created automatically when someone messages your WhatsApp number or when you import them.
Every message, event, and Deal is linked to a Contact. You can view a Contact's full history in their profile.
2. Operator
An Operator is a team member who has access to your Workspace. Operators can manage Contacts, create campaigns, and respond to messages.
There are three Operator roles: Admin (full access), Editor (can create content), and Viewer (read-only).
Go to Settings → Team to invite Operators and manage their roles.
3. Workspace
A Workspace is an isolated environment for one business or brand. It has its own Contacts, Templates, Broadcasts, Journeys, and settings.
Each Workspace connects to one WhatsApp Business Account. You can create multiple Workspaces if you run multiple brands.
Operators can belong to multiple Workspaces and switch between them using the Workspace selector in the top navigation.
4. User property
A user property is a piece of data stored on a Contact. Examples: name, email, country, lifetime_value, last_purchase_date.
User properties let you segment Contacts and personalize messages. You can reference them in Templates using merge tags like {{name}}.
Create custom user properties in Settings → User Properties. They can store text, numbers, dates, or true/false values.
5. Opt-in / Opted in / Not opted in
Opt-in is the process where a Contact gives you permission to send them Marketing messages on WhatsApp.
A Contact is Opted In if they've agreed to receive messages. A Contact is Not Opted In if they haven't given permission yet or have opted out.
You must get opt-in consent before sending Marketing Broadcasts. Use keywords like START or STOP to manage opt-in status automatically.
6. Session window
A session window is the 24-hour period after a Contact messages you or clicks a call-to-action button in one of your messages.
During an open session window, you can send free-form messages without using a Template. Once the window closes, you can only send approved Templates.
WhatsApp uses session windows to prevent spam and ensure businesses only message Contacts who are actively engaged.
7. Broadcast
A Broadcast is a one-time message sent to a Segment of Contacts. You choose a Template, pick recipients, and schedule when to send.
Broadcasts are manual campaigns. You create them, DeelFlows sends them, and then they're done.
Use Broadcasts for promotions, announcements, or any message you want to send to a group of Contacts at once.
8. Journey
A Journey is a node-based automation: Entry → Delay / Wait For / Split / WhatsApp → Exit. Contacts walk the graph after you Activate.
Entry is Segment or Event. Event Entry is required when Templates use Events variables ({{event_…}}). Wait For cannot be used with Event Entry — use Delay + Split instead.
Presets (Abandoned Cart, Segment Message, Custom Event Follow-up) drop a ready-made graph you can edit. Use Journeys for cart recovery, welcome series, and event follow-ups.
9. Segment
A Segment is a filtered group of Contacts based on user properties or behavior. Example: Contacts who are opted in, live in the US, and have purchased in the last 30 days.
Segments update automatically as Contacts meet or stop meeting the criteria. They're dynamic, not static lists.
Use Segments to target Broadcasts and filter Contact lists. Go to Segments to create and manage them.
10. Template
A Template is a pre-approved message format that you submit to Meta for review. Once approved, you can use it in Broadcasts and Journeys.
In Add Variable you pick User attributes (Contact user properties), Global shortcodes (Workspace-wide values), or Events (trigger payload — Journeys with Event Entry only).
You must use Templates when messaging Contacts outside an open session window. Go to Templates to create and manage them.
11. Catalog
A Catalog is a collection of products synced from your ecommerce platform. DeelFlows uses your Catalog to send product recommendations and cart details.
Each product in the Catalog has a title, image, price, and URL. You can reference Catalog products in Templates and messages.
Your Catalog syncs automatically when you connect Shopify, WooCommerce, or another ecommerce integration.
12. Deal
A Deal is a sales opportunity or customer order tracked in DeelFlows. Deals have a value and a stage like open, won, or lost.
DeelFlows creates Deals automatically when Contacts place orders through your ecommerce integration.
You can also create Deals manually in the Inbox or Contact profile. Use Deals to track revenue and sales performance.
13. Inbox
The Inbox is where you view and respond to incoming WhatsApp messages from Contacts. It's like a shared team inbox.
All Operators in your Workspace can see the Inbox. You can assign conversations, add internal notes, and mark conversations as done.
Go to Inbox to handle customer support, answer questions, and manage one-on-one conversations with Contacts.
14. Conversation
A Conversation is the message thread between your business and a Contact. It includes all messages sent and received within session windows.
WhatsApp charges per conversation, not per message. A conversation includes up to 24 hours of messages.
There are three conversation types: Marketing (you initiated with a marketing message), Utility (you initiated with a transactional message), and Service (Contact initiated).
15. Global shortcode
A Global shortcode is a Workspace-wide value you insert from Add Variable → Global shortcodes (for example company name or support URL). Same value for every Contact.
Unlike User attributes, shortcodes are not stored on the Contact. Manage them under Settings → Shortcodes.
They auto-resolve in Broadcasts and Journeys — you do not bind them on the WhatsApp node.
16. Merge tag / variable
A merge tag (variable) is a {{placeholder}} in a Template. DeelFlows has three kinds: User attributes, Global shortcodes, and Events.
User attributes pull from Contact user properties ({{firstName}}). Global shortcodes pull Workspace constants. Events ({{event_checkoutUrl}}) pull from a Journey trigger event and must be bound on the WhatsApp node.
For Meta review, set an Example on each variable. That example is for reviewers — not what Contacts receive.
17. Events variable
An Events variable is inserted from Add Variable → Events and looks like {{event_checkoutUrl}}.
It only resolves in a Journey with Event Entry, where the WhatsApp node maps it to a path on the trigger event (or a Manual override).
Do not use Events variables for Broadcast-only Templates — Broadcasts have no event payload.
FAQ & gotchas
What's the difference between a Contact and a lead?
In DeelFlows, we always say Contact. A Contact is anyone with a record in your Workspace, whether they're a lead, customer, or just someone who messaged you. We avoid using lead or user to keep terminology consistent.
Why do you say opted in instead of subscribed?
WhatsApp's official terms use opt-in, not subscribe. Subscribed implies an ongoing service like a newsletter. Opt-in means explicit consent to receive messages, which is the legal standard for WhatsApp marketing.
What's the difference between a user property and a merge tag?
A user property is data on a Contact (e.g. firstName: John). In the Template editor that field appears under User attributes. A merge tag is the {{firstName}} syntax in the message. Events variables are a separate kind — they come from the Journey trigger, not the Contact.
Can I create custom user properties?
Yes. Go to Settings → User Properties and click Create Property. You can define the property name, data type, and default value. Once created, you can use it in Segments, Templates (User attributes), and filters.
Continue learning
Related articles
What is DeelFlows?
Learn how DeelFlows helps you automate WhatsApp marketing and recover abandoned carts.
→Connect Your WhatsApp Business Account
Link your WhatsApp Business Account to DeelFlows in under 5 minutes.
→Invite Team Members
Add Operators to your Workspace so your team can manage Contacts and campaigns together.
→Import Contacts from CSV or Excel
Upload your customer list to DeelFlows so you can start sending WhatsApp messages.
→Can't find what you're looking for?
Contact Support