Fundamental

EndPoint

WCF Service is a program that exposes a collection of Endpoints. Each Endpoint is a portal for communicating with the world.

All the WCF communications are take place through end point. End point consists of three components.

Address

Basically URL, specifies where this WCF service is hosted .Client will use this url to connect to the service. 
 http://localhost:8090/MyService/SimpleCalculator.svc

Binding

Binding will describes how client will communicate with service. There are different protocols available for the WCF to communicate to the Client. You can mention the protocol type based on your requirements.
A binding has several characteristics, including the following:

• Transport -Defines the base protocol to be used like HTTP, Named Pipes, TCP, and MSMQ are some type of protocols.
• Encoding (Optional) - Three types of encoding are available-Text, Binary, or Message Transmission Optimization Mechanism (MTOM). MTOM is an interoperable message format that allows the effective transmission of attachments or large messages (greater than 64K).
• Protocol(Optional) - Defines information to be used in the binding such as Security, transaction or reliable messaging capability