How do you define “Urgent”?

How do you define “urgent”?

Oxford Languages defines urgent as “requiring immediate action or attention”.

Requiring immediate action or attention … or what consequence?

Will the deal be upended or the case be lost if this message is not conveyed and the issue addressed between 9:00pm and 7:00am?  Will the message materially change the course of any work being done in the immediate moment?

Does concierge service mean 24/7 availability to clients for non-urgent matters? If it does, should it?