Hey TomoA
- A/B test
- Sending two versions of a message to two random groups of similar customers to see which one works better. Change one thing at a time, such as the wording or the send time, so you know what made the difference.
- Related: Holdout group, Lift
- Active users (DAU/MAU)
- The number of different people who used your app or site on a day (daily active users, DAU) or in a month (monthly active users, MAU). Dividing DAU by MAU shows how often people come back.
- Related: Retention, Session
- AI employee
- An AI assistant in Hey Tomo that answers your customers on chat channels using only your own knowledge base. When it is unsure, or a customer asks for a person, it hands the conversation to your team.
- Related: Knowledge base, Handover, Guide: train your AI employee
- Attribution
- Deciding which message or campaign gets the credit when a customer buys, books or comes back. Most tools use a time window, such as a purchase within a few days of a click.
- Related: Conversion, UTM
B
C
- Campaign
- A planned send to an audience with a clear aim, such as a Diwali offer or a new menu launch. It can be a single broadcast or a short series of messages.
- Related: Broadcast, Audience
- Churn
- When a customer stops buying, visiting or using your app. A churned customer is one you have not seen for longer than your usual repeat gap.
- Related: Retention, Win-back journey
- Click-through rate (CTR)
- The share of people who tapped a link or button in a message, out of those who received it. It tells you whether the message made people want to act.
- Related: Open rate, CTA
- Cohort
- A group of customers who share a starting point, such as everyone who first ordered in March. Comparing cohorts over time shows whether customers stay longer than they used to.
- Related: Retention, Funnel
- Consent
- A customer's clear yes to hear from you for a stated purpose, such as offers by WhatsApp. It must be easy to withdraw. Hey Tomo checks consent before every message and again at the moment of sending.
- Related: Opt-in, Opt-out, Guide: consent and quiet hours
- Consent template
- On DLT, the wording a business registers to ask customers for consent to its SMS. The consent a customer gives is then recorded against that registered wording.
- Related: DLT, Principal Entity
- Contact
- One customer record in your list, with ways to reach them such as a phone number or email. A contact becomes a full profile as you learn more about them.
- Related: Profile, Identify
- Conversion
- The action you wanted someone to take, such as booking, paying or ordering again. A journey's goal is usually a conversion.
- Related: Funnel, Attribution
- CTA (call to action)
- The button or link that asks the reader to do one thing, such as "Book now" or "Pay now". A message with one clear CTA works better than one with three.
- Related: Click-through rate
- Customer lifetime value (CLV)
- An estimate of how much a customer will spend with you over the whole time they stay. It helps you decide how much effort keeping a customer is worth.
- Related: Retention, RFM
- 24-hour customer service window
- On WhatsApp, when a customer messages your business, you can reply with any message for the next 24 hours. Outside that window you can only start a conversation with an approved template.
- Related: Template (WhatsApp), WhatsApp Business
D
- Deep link
- A link that opens a specific screen inside your app, such as one product or one booking, instead of the home screen. It saves the customer a few taps.
- Related: Push notification, In-app message
- Delivery receipt
- A status report from a channel that says whether a message reached the phone or inbox. Delivered does not mean read.
- Related: Open rate
- DLT
- The Distributed Ledger Technology platforms that India's telecom operators run under TRAI's TCCCPR 2018 rules. Every business that sends commercial SMS registers itself, its sender headers, its templates and its consent templates there, and operators block SMS that do not match.
- Related: Principal Entity, Template ID, Guide: register SMS templates on DLT
- DPDP Act
- The Digital Personal Data Protection Act, 2023, India's law on handling people's digital personal data. It asks for clear notice and consent that is free, specific and as easy to withdraw as to give, and extra care with children's data.
- Related: Consent, E-book: Consent First
E
- Event
- A record of something a customer did, with a time, such as "App launched", "Added to cart" or "Booked appointment". Events start journeys and power reports.
- Related: Trigger, Docs: events
F
- Frequency cap
- A limit on how many messages one person can get in a period, across all your campaigns and journeys. It stops a keen customer from feeling flooded.
- Related: Quiet hours
- Funnel
- The steps people take towards a goal, such as viewed, added to cart, paid, with the number who reach each step. It shows where most people drop off.
- Related: Conversion, Cohort
G
- Goal
- The event that means a journey worked, such as "paid" for a payment reminder. Reaching the goal can end the journey for that person.
- Related: Journey, Conversion
H
- Handover
- When an AI employee passes a conversation to a person on your team, with the chat so far. It happens when the AI is unsure, the topic is sensitive, or the customer asks.
- Related: AI employee, Inbox
- Header (sender ID)
- The short name shown as the sender of an SMS, registered on DLT by the business for its own messages. Each header is registered for a type of message, such as promotional or service.
- Related: DLT, Principal Entity
I
- Identify
- The call in an app kit that links an anonymous app user to a known customer ID once they log in. Their earlier events then join their profile.
- Related: Profile, Docs: identify
- In-app message
- A message shown inside your app while the customer is using it, such as a banner or a pop-up. It needs no phone number and reaches people at the moment they are active.
- Related: Push notification, Docs: in-app messages
- Inbox
- Two things in Hey Tomo: the team inbox, where customer conversations from every chat channel land, and the app inbox, a list of saved messages a customer can open inside your app.
- Related: Handover, Docs: inbox
J
- Journey
- An automated flow on the Hey Tomo canvas that starts when something happens and then sends, waits and checks, step by step, for each customer. Each person moves through it at their own pace.
- Related: Trigger, Wait step, Guide: build your first journey
K
- Knowledge base
- Your own business information, such as timings, services, policies and FAQs, that an AI employee reads to answer customers. If it is not in the knowledge base, the AI should not make it up.
- Related: AI employee
L
- Lift
- The difference a journey or campaign made, measured by comparing people who got it with a similar holdout group who did not. It answers "did it work?" better than raw counts.
- Related: Holdout group, Attribution
O
- Open rate
- The share of delivered emails that were opened. Some mail apps open emails automatically, so treat it as a rough signal and trust clicks and conversions more.
- Related: Click-through rate, Delivery receipt
- Opt-in
- The moment a customer says yes to a kind of message on a channel, such as ticking "send me offers on WhatsApp". A good opt-in says what they will get and how often.
- Related: Consent, Opt-out
- Opt-out
- A customer asking you to stop. It must work at once and in any words, such as STOP, "band karo" or "mat bhejo", and it must be as easy as opting in.
- Related: Consent, Opt-in, Guide: consent and quiet hours
P
- Personalisation
- Changing a message for each person using what you know, such as their name, last order or favourite branch. Keep it helpful, never creepy.
- Related: Profile, Segment
- Principal Entity
- The business that sends commercial SMS, registered in its own name on a DLT platform. Its headers, templates and consent templates belong to it, and nobody else may send using them.
- Related: DLT, Header (sender ID), Template ID
- Profile
- Everything you know about one customer in one place: contact details, traits like city or language, consent choices and their events over time.
- Related: Contact, Docs: profiles
- Push notification
- A short alert from your app that appears on the phone's lock screen or notification tray, even when the app is closed. The customer must allow notifications first.
- Related: In-app message, Docs: push
Q
- Quiet hours
- The hours when messages wait instead of going out, usually late night and early morning. In Hey Tomo, marketing and reminders always keep quiet hours; only service messages may go out round the clock, if the owner allows it.
- Related: Service message, TRAI, Guide: consent and quiet hours
R
- Re-engagement
- Getting a customer who has gone quiet to use your app or shop with you again, before they are fully lost. A gentle reason to return works better than a hard sell.
- Related: Win-back journey, Churn
- Retention
- The share of customers who keep coming back over time, such as those still active 30 days after their first visit. It is usually cheaper to keep a customer than to find a new one.
- Related: Churn, Cohort
- RFM
- A way to sort customers by Recency (how lately they bought), Frequency (how often) and Monetary value (how much they spend). It helps you spot your best and your slipping customers.
- Related: Segment, Customer lifetime value
- Rich card / RCS
- RCS (Rich Communication Services) is the upgraded messaging built into many Android phones' default messages app. A rich card is an RCS message with an image, a title and buttons.
- Related: Transactional vs promotional SMS
S
- Segment
- A saved rule that picks customers, such as "ordered twice, nothing in 60 days, lives in Pune". It updates itself as customers change.
- Related: Audience, RFM
- Service message
- A message about something the customer already has with you, such as a booking confirmation, an order update or an answer to their question. It does not sell anything.
- Related: Quiet hours, Transactional vs promotional SMS
- Session
- One visit to your app or site, from opening it to leaving or going idle for a while. Counting sessions shows how often people return.
- Related: Active users
- Suppression list
- A list of people or addresses that must never be messaged, such as those who opted out or whose emails bounce. It is checked before every send and is never deleted.
- Related: Opt-out
T
- Template (WhatsApp)
- A message format that WhatsApp has approved in advance, with blanks for details like a name or date. You need one to start a conversation outside the 24-hour window, and each has a category such as marketing or utility.
- Related: 24-hour customer service window, Guide: set up WhatsApp
- Template ID
- The number DLT gives an SMS template once it is approved. Every SMS must carry the right template ID, and its text must match the approved wording exactly apart from the variable parts.
- Related: DLT, Principal Entity
- Test mode
- A Hey Tomo setting for trying journeys and campaigns safely. In test mode nothing is sent at all, not even to a test list.
- Related: Journey
- TRAI
- The Telecom Regulatory Authority of India. Its TCCCPR 2018 rules govern commercial calls and SMS, including consent, customer preferences, daytime-only marketing and the DLT system.
- Related: DLT, Quiet hours
- Transactional vs promotional SMS
- In India, each SMS template is registered with a category. Promotional SMS carry offers, are sent only in the daytime and not to people who have blocked them; service and transactional SMS are about something the customer has with you, such as a booking or a one-time password.
- Related: DLT, Service message
U
- UTM
- Short tags added to the end of a link (utm_source, utm_medium, utm_campaign) so your website analytics can tell which message or campaign a visitor came from.
- Related: Attribution
W
- Wait step
- A journey step that pauses before the next one, either for a set time ("wait 2 days"), until a date, or until the customer does something, with a time limit.
- Related: Journey, Drip
- Webhook
- A message one system sends to a web address you choose when something happens, such as "payment received". It lets your other tools tell Hey Tomo about events, and the other way round.
- Related: Event, Docs: API
- WhatsApp Business
- WhatsApp's tools for businesses: the free Business app for one phone, and the Business Platform that software like Hey Tomo connects to, so a team and automations can share one number.
- Related: Template (WhatsApp), Guide: set up WhatsApp
- Win-back journey
- A journey for customers who have stopped coming, such as no visit in 60 days. It reminds them gently, maybe with a reason to return, and stops once they come back or say no.
- Related: Churn, Re-engagement, E-book: Win-Back
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Good to knowWhere a term touches the law, such as the DPDP Act, TRAI rules or DLT, this is general information, not legal advice. Rules change, so check the current text or ask an adviser before you rely on it.