Click-to-WhatsApp ads are Facebook and Instagram ads whose button opens a WhatsApp conversation with your business instead of sending people to a website. The customer taps, a chat opens with an optional pre-filled message, and the conversation begins.
Why it matters
- Less friction: one tap to chat, with no landing page or form
- Warmer leads: the customer starts the conversation, which is consent to reply
- Free entry point window: chats started from the ad are free from Meta for 72 hours, templates included
- Great for high-consideration purchases: property, education, healthcare, travel
Making them work
- Write a specific pre-filled message ("Send me the 2BHK price list")
- Reply instantly with a chatbot, then qualify with quick buttons
- Route hot leads to a salesperson fast
- Track cost per conversation and cost per sale, not just clicks
Example
A coaching centre runs a reel ad: "Get the NEET batch schedule on WhatsApp". Each tap opens a chat, the bot shares the schedule and asks two qualifying questions, and counsellors call qualified leads.
Related terms
Session message · Chatbot · ROAS · CPC
Guide: click-to-WhatsApp ads.
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