A Flow is defined in Flow JSON, a declarative format that describes screens, input components and navigation. It is tested as a draft, then published. Meta's documentation lists lead generation, appointment booking, quotes and collecting customer feedback among typical uses.
Static and dynamic Flows. A simple Flow runs entirely from its JSON definition. A dynamic Flow also talks to the business's own endpoint, so screens can show live data, such as available time slots or a personalised offer. Meta documents encryption for this data exchange, and provides webhooks and monitoring for endpoint health.
How a Flow is sent. It can be delivered as a Flow message inside an open customer service window, or attached to a template message so the business can start the conversation, subject to the usual opt-in and template rules. When the customer finishes, the business receives the submitted answers as structured data it can route into a CRM or order system.
Limits. Flows are a presentation layer on the WhatsApp Business API, so the same consent, messaging policy and data-protection obligations still apply.
Why it matters for brands
Free-text chats are slow to qualify and hard to automate. A Flow replaces five back-and-forth messages with one short form, which reduces typing errors and gives the team ready-to-use data, for example for a sign-up, a reservation or a post-purchase survey.