In the following paramterisation of the exponential distribution
$${\displaystyle f(t;\lambda )={\begin{cases}\lambda e^{-\lambda t}&t\geq 0,\\0&t<0.\end{cases}}},$$
$\lambda$ is called the "rate" parameter. If $T \sim \text{Exp}(\lambda)$, I think I understand the intuition behind why it's called a (average) rate - because it's the average number of arrivals per unit time $\left( \lambda = \frac{1}{\mathbb E(T)}\right)$; On average, there is 1 arrival in $\mathbb E (T)$ amount of time.
However, in some places (for example, in continuous time markov chains), this $\lambda$ is called the instantaneous rate of change.
How is $\lambda$ an instantaneous rate of change (what makes it instantaneous?)?
Consider a inhomogenous poisson process with rate function $\lambda(t)$. For any given interval $[0,t]$ the count distribution is given by $P(N(t)=n) = \frac{\Lambda(t)^n}{n!}e^{-\Lambda(t)}$, where $\Lambda(t) = \int_0^t \lambda(t) \;dt$
From this perspective, it is hopefully clearer why $\lambda$ is a rate. For continuous-time Markov chains, the probability of a transition from state $i$ to state $j$ after time interval $\delta$ is also a poisson process, with rate interpretation as above.
When dealing with a standard poisson process, the rate does not change and so $\lambda$ can be interpreted as an average accumulation rate: $\Lambda(t) = \lambda t$