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Everything in these docs is built out of a small number of ideas. This page defines them once so the rest can be brief.

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Workspace

A workspace is one business’s tenant. Every contact, conversation, template, automation and connected integration belongs to exactly one workspace, and no workspace can see another’s data. A single login can belong to several workspaces with a different role in each, and switches between them from the first row of the sidebar. See Workspaces.

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Members and roles

A member is a person in a workspace. There are four roles, from most to least privileged: There is exactly one owner per workspace. Full capability table: Members and roles.
The role named Agent is a person. An AI agent is software. These docs always spell out “the Agent role” when the human is meant.

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Contact

A contact is one person, held once no matter how many channels they use. Phone numbers are stored in canonical international form (+919791766444), so the same person who DMs you on Instagram and later messages your WhatsApp number is one record with one history. Contacts carry built-in fields (name, phone, company, address), any custom fields your workspace defines, tags, and membership of segments. See Contacts.

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Conversation

A conversation is a thread between your workspace and one contact on one channel. It has a status — open or closed — an optional assignee, and it is what the Inbox shows. Messages belong to a conversation. A contact can therefore have more than one conversation: a WhatsApp thread and an Instagram thread are separate conversations against the same contact.

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Channel

A channel is where a conversation arrived. There are exactly three: whatsapp, instagram and web. They are not interchangeable, and the differences matter when you build anything: Broadcasts need templates to be compliant, which is why only WhatsApp has them. A website visitor is only reachable while their tab is open, so there is no audience to bulk-send to at all.

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Template and the 24-hour window

A template is a message whose wording Meta has approved in advance. It is the only thing that will send on WhatsApp once the conversation’s window has closed. The rule: once a customer messages your business, you have 24 hours to reply with anything — text, media, interactive messages. After that, a free-form message is refused by Meta and only an approved template will go out. Watx applies the same rule everywhere it sends: the inbox composer, broadcasts, automations, flows, payment links and sales documents all check it before sending. Instagram has a 24-hour reply window too, and no template mechanism at all — so once it closes, the honest answer is to wait for the customer. The website widget has no window: Watx is the transport, so nobody imposes one. See Message templates and The 24-hour window.

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Automations, flows and agents

Three different things do work without a human typing. Choosing between them is the most common early question.
An automation fires on an event (a message arrives, a form is submitted, an order is placed, a payment is received) and runs a sequence of steps. A branching step owns a yes and a no sequence, so it is a tree rather than a free graph.Automations are channel-agnostic: one automation answers a WhatsApp message and an Instagram DM without being written twice. Anything that must work off WhatsApp belongs here.See Automations.
A flow is a graph of typed nodes run against one conversation at a time: ask a question, branch on the answer, send a list, collect a payment, hand off to a human. It is the chatbot builder.Flows are WhatsApp only, because they send lists, templates and catalogue products — none of which exist on the other channels. One contact can have only one active flow run at a time.See Flows.
An AI agent reads the thread and writes a reply. You configure its persona, voice, ground rules, the documents it may read and the skills it may use; it is not a decision tree.A workspace can run several agents and route between them by channel and priority. An agent can draft replies for a human to send, or answer automatically.See AI agents.
A rough rule: fixed wording on a fixed trigger is an automation, a scripted conversation with choices is a flow, and an open question you cannot enumerate is an agent. They compose — a flow can hand off to an agent, and an automation can start a flow.

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Segment and tag

A tag is a fact about one person (“vip”). A segment is a named audience with a purpose (“March webinar attendees”) — either an explicit list or a saved filter that recomputes itself. Broadcasts, automations and flows all take segments as audiences. See Segments.

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Plan and entitlement

A workspace runs on one plan, which sets its limits: contacts, messages per month, broadcasts per month, flows, team members, storage and AI agents. Limits are checked before an action, not after. A workspace whose subscription has lapsed keeps all its data but stops being able to send and create. See Plans and billing.