Platform Glossary & Core Concepts¶

This glossary provides an overview of the key terminology, concepts, entities, and campaign types used across the Abelo platform, CMS dashboard, and Developer API.

It is intended to help users and developers understand how Abelo is structured, how its core components relate to one another, and how the platform can be used across different use cases—from business messaging and communications to e-commerce marketing automation.

1. Platform Scopes¶

Abelo supports two main use cases, depending on how your organization uses the platform.

Business Solution Provider (BSP) Scope¶

Abelo can be used as a messaging provider for sending business communications through Viber Business Messages and SMS, with WhatsApp support coming soon.

In this scope, you can use Abelo as a reliable messaging infrastructure without connecting an e-commerce store. Messages can be sent directly through Abelo’s APIs using your own customer data and messaging workflows.

This scope is suitable for organizations that primarily need to:

Send transactional, promotional, or customer communications
Deliver messages reliably across supported messaging channels
Integrate messaging capabilities into their own applications or systems
Manage message delivery through Abelo APIs

E-Commerce Marketing Automation Scope¶

When you connect an e-commerce store to Abelo, such as Shopify, WooCommerce, or a custom e-commerce platform, Abelo goes beyond message delivery and becomes a sales and marketing automation platform.

Abelo synchronizes relevant store and customer data to help you automatically activate your customer base. Depending on the integration, this includes:

Customer profiles
Products and product categories
Order and purchase history
Customer purchase frequency and value
Customer segmentation, including RFM-based segments
Campaign and conversion data

This enables Abelo to create and execute automated, personalized marketing strategies based on actual customer and purchase behavior. For example:

First-to-second purchase campaigns
Customer win-back campaigns
Personalized product recommendations
New product and best-seller campaigns
Post-purchase campaigns
Revenue and conversion attribution

In this scope, Abelo combines e-commerce data, customer segmentation, automation, and messaging to help merchants turn their existing customer base into additional revenue.

2. Platform & Account Entities¶

Organization¶

The primary business account in Abelo. An Organization represents a company or business using the platform.

All resources and activities associated with the business, including team members, API keys, messaging channels, campaigns, templates, customer profiles, and billing credits, belong to an Organization.

Tenant¶

A technical term that describes how Abelo isolates data between Organizations.

Abelo is a multi-tenant platform, meaning that each Organization operates within its own isolated tenant environment. Data, queries, background jobs, and other platform operations are strictly segregated between Organizations and are never shared or mixed.

Organization vs. Tenant: An Organization represents the business using Abelo, while a Tenant refers to the technical environment that isolates that Organization's data and operations.

Team Member & Roles¶

A Team Member is an authenticated user who belongs to an Organization and can access Abelo based on their assigned role.

Abelo currently supports four platform roles:

Owner — Full access to the Organization, including account and billing management.
Admin — Administrative access to the Organization and its resources.
Campaign Manager — Access to campaign creation, management, and execution.
Analytics Manager — Access to campaign performance and analytics.

3. Audience & Contact Models¶

Term	Definition
Profile (Contact)	The unified person record stored in Abelo. A Profile can contain identifiers such as `phone_number`, `email`, and `public_id`, along with custom attributes, consent status, and other customer-related data.
Recipient	A Profile selected to receive a specific message or campaign. A Profile becomes a Recipient only in the context of a message dispatch.
Subscriber	A Profile that has explicitly provided consent to receive promotional marketing communications through a supported channel, such as Viber or SMS. For example, `viber_consent: true` or `sms_consent: true`.
Customer	A Profile associated with at least one order from a connected e-commerce store. A Customer can therefore be identified based on actual purchase activity.
Segment	A dynamic group of Profiles that meet a defined set of rules. Segments can be based on attributes such as purchase history, customer value, purchase frequency, demographics, or other available data. Segment membership may change as Profile data changes.
Contact List	A static collection of Profiles. Contact Lists can be created manually or imported, for example, through CSV files. Unlike Segments, membership does not automatically change based on Profile behavior or attributes.

4. Campaign Types in the CMS¶

In the Abelo dashboard, campaigns are divided into two distinct operating models:

graph TD
    Campaigns["Campaign Types"]
    Campaigns --> Standard["Standard Campaigns<br/><small>One-Off / Batch</small>"]
    Campaigns --> API["API Campaigns<br/><small>Programmatic / Triggered</small>"]
    Standard --> StdAudience["Multiple Recipients<br/><small>• Dynamic Segments<br/>• Static Contact Lists<br/>• Active Subscribers</small>"]
    API --> APICats["Individual Recipients<br/><small>• OTP / Verification<br/>• Transactional Messages<br/>• Triggered Promotional Messages</small>"]

Standard Campaigns (One-Off)¶

Created and configured in the CMS to send marketing messages to multiple recipients as a single campaign.
Targeted using dynamic Segments, static Contact Lists, or all eligible subscribers.
Can be sent immediately or scheduled for a specific date and time.
Lifecycle Statuses: Draft → Scheduled / Pending → Processing → Completed (or Cancelled / Failed).

API Campaigns (Triggered via API)¶

Created and configured in the CMS by defining the channel, sender, message template, and other campaign settings.
Once activated, the campaign becomes a reusable programmatic configuration that can be triggered by an external application through the Abelo API.
Each API request triggers an individual message to a specific end-user using the campaign's secure ID via POST /v1/messages/send.
Lifecycle Statuses: Draft → Active → Paused / Stopped / Archived.

5. Message & Template Categories¶

For API Campaigns and message templates, Abelo uses three message categories. Each category has different compliance, consent, and profile-handling requirements.

Category	Typical Use Cases	Marketing Consent Required?	Profile Handling
OTP	One-time passwords, 2FA codes, login verification codes, and other authentication messages.	No (exempt from marketing consent requirements)	A Profile is created automatically if the phone number is not already associated with a Profile.
Transactional	Order confirmations, shipping and delivery updates, booking notices, billing receipts, and other service-related communications.	No (exempt from marketing consent requirements)	A Profile is created automatically if the phone number is not already associated with a Profile.
Promotional	Discount codes, product recommendations, promotional offers, cart re-engagement, and other marketing communications.	Yes (valid promotional consent for the relevant channel must be verified before sending)	The recipient must already exist as a Profile and have active promotional consent for the channel being used.

6. Messaging & Delivery Terms¶

Channel: The communication channel used to deliver a message, such as Viber, SMS, or WhatsApp.
Sender ID / Service Name: The verified business identity used to send messages and displayed to the recipient as the sender. The exact representation may vary by channel.
SMS Fallback: An automatic fallback mechanism that attempts to deliver a message via SMS when delivery through Viber is unsuccessful or the Viber message expires, subject to the applicable channel and campaign configuration.
Validity Period (TTL): The maximum period during which Abelo attempts to deliver a Viber message. If the message cannot be delivered within this period, it is marked as expired and may be routed to SMS when fallback is enabled.
DLR (Delivery Report): A delivery status notification indicating the current or final state of a message. Depending on the channel and message type, statuses may include sent, failed, delivered, seen, clicked, and expired.