Concept:
The heart has a conducting system that generates and spreads electrical impulses for rhythmic contraction.
Step 1: Meaning of pacemaker.
A pacemaker is a structure that initiates electrical impulses automatically.
Step 2: SA node.
The sinoatrial node, or SA node, is located in the right atrium. It generates impulses at the highest natural rate.
Step 3: Why SA node is pacemaker.
Since the SA node initiates the heartbeat and controls the rhythm, it is called the natural pacemaker of the heart.
Step 4: Checking other options.
AV node delays and passes impulses to ventricles.
Bundle of His and Purkinje fibres conduct impulses.
SA node initiates impulses.
\[
\boxed{\text{SA node}}
\]