Table of Contents

Key Concepts

Raquel Updated by Raquel

If you’re new to Turn.io, you’ll come across a few important terms that describe how the platform works. Below is a quick guide to the essentials

What is a chat service?

A chat service refers to the interactive communication experience built via WhatsApp using Turn.io. It enables organizations to conduct personal, guided conversations at scale, using automation, AI assistants, reminders, and chatbots to deliver impactful services.

What is Turn?

Turn.io is a chat platform specially designed for social impact organizations in the Global South. It helps scale essential services like health, education, and civic support by powering messaging through WhatsApp - as a BSP - and other channels, combining human and automated experiences for maximum reach and empathy.

What is Facebook Business Manager?

Facebook Business Manager (now called Meta Business Manager) is the central platform for managing your organization’s assets across Meta products. It connects your business identity to tools like WhatsApp Manager, ad accounts, and Pages.

What is WhatsApp Manager?

WhatsApp Manager is a Meta tool where you manage your WhatsApp Business Account (WABA). From here, you can configure phone numbers, view analytics, manage templates, and set up messaging policies.

What is the Inbox?

The Inbox is Turn.io’s interface for managing one-on-one conversations. It enables teams to provide personalized, real-time support at scale, leveraging AI for suggested replies, auto-routing, translations, and conversation triaging.

What are Profile Fields?

Profile Fields are the pieces of information stored about a contact—such as their name, language, or location. They can be used to personalize messages, segment audiences, and trigger automated Journeys.

What is a Journey?

A Journey is a customizable, automated chat flow built on a no-code canvas (or via code) that guides people through structured conversations like onboarding, surveys, or service menus. It supports media, logic, triggers, and can dynamically route to human agents when needed.

What is a Playbook?

A Playbook is a ready-made conversation template or Journey you can download, customize, and activate, perfect for starting quickly with proven flows, messages, and AI interactions. It’s a helpful shortcut to build your chat service without starting from scratch.

What are Reminders?

Reminders are automated messages that re-engage users at specific times. They’re useful for bulk follow-ups, nudges, or time-sensitive alerts, and can be scheduled on the Reminders page.

Template messages vs Free-form messages?

  • Template messages are pre-approved by WhatsApp and required for sending messages outside the 24-hour customer service window. They are structured and reusable.
  • Free-form messages are all the other custom replies you can send to users, but only within the 24-hour service window that starts when a user messages you first.

What are Builder, Operator, and Admin roles?

These are user roles in Turn.io, defining access and permissions:

  • Builder: Creates and edits Journeys, Playbooks, and templates.
  • Operator: Manages day-to-day conversations in the Helpdesk.
  • Admin: Has full access, including billing, settings, and user management.

Reaching out to support if you get stuck

If you encounter any challenges with Turn.io, whether building Journeys, managing templates, or using the Helpdesk, you can reach out to support:

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