Charm is the second-order Greek that describes decay of direction rather than decay of value. An out-of-the-money option loses delta simply because there is less time for it to come into the money; an in-the-money option gains delta for the same reason.
Hedgers notice it on Fridays and into opex. A book that is delta flat on Thursday can be meaningfully directional by Friday afternoon without the underlying having moved at all, which creates a predictable rebalancing flow into expiration.
Example: XYZ at $50 and you hold the $55 call at 0.20 delta with five days to go. Price does not move overnight. The next morning the delta is 0.17. Charm removed 0.03 of delta, or three share-equivalents per contract, for free.
Related: second-order-greeks, vanna, delta, opex-effects