Click-to-WhatsApp (CTWA) ads put a "Send Message" button on your Facebook and Instagram ads. Instead of landing on a website form, the person opens a WhatsApp chat with your business â where you can answer questions and close the sale. For many Indian businesses, it's the highest-converting ad format available.
Why Click-to-WhatsApp Ads Work
- Low effort for customers: one tap opens a chat in an app they already use every day.
- Real conversations: you can answer questions, share photos and brochures, and build trust before asking for payment.
- Saved contact: the lead stays in your WhatsApp for future follow-ups, unlike a website visitor who leaves.
- Free messaging window: on the WhatsApp Business API, chats that start from these ads unlock a 72-hour window where your messages are free.
How to Set Up a Click-to-WhatsApp Ad
- Connect WhatsApp to your Facebook Page. In your Page settings, link the WhatsApp number you want leads to message.
- Create a campaign in Meta Ads Manager. Choose an objective such as Engagement, Leads, or Sales.
- Set the conversion location to WhatsApp (messaging apps) at the ad set level.
- Choose your audience and budget â start small, such as âš500ââš1,000 per day, to test.
- Create the ad: image or video, a clear offer, and a "Send Message" or "WhatsApp" button.
- Write a pre-filled message â the text the customer sends when they tap, such as "Hi, I want the festive offer".
The 72-Hour Free Window Explained
On the WhatsApp Business API, when someone messages you from a Click-to-WhatsApp ad (or a Facebook Page call-to-action) and you reply within 24 hours, a free entry point window opens for 72 hours. During that time, every message you send â even templates â is free. Use it to follow up, share offers, and close the sale.
Reply to Every Lead Automatically
Ads can bring hundreds of chats in a day. A chatbot makes sure every lead gets an instant reply:
- Create a chatbot flow triggered by your ad's pre-filled message (e.g. "festive offer").
- Greet the customer, show the offer, and ask a qualifying question with buttons.
- Let the AI Agent answer open questions.
- Save every lead to Google Sheets and hand hot leads to your sales team.
Ad Ideas by Industry
| Industry | Ad offer | Pre-filled message |
|---|---|---|
| Real estate | Free site visit + brochure | "Send me the project brochure" |
| Education | Free demo class | "I want a free demo class" |
| Clinics | Free first consultation | "Book my consultation" |
| E-commerce | Festive discount code | "Send me the discount code" |
| Restaurants | Weekend combo offer | "Show me the weekend menu" |
Measuring Results
Track cost per conversation in Ads Manager, and in your WhatsApp platform track how many chats became qualified leads and sales. The best ad is the one with the lowest cost per sale, not the cheapest click.
Frequently Asked Questions
Do Click-to-WhatsApp ads need the WhatsApp Business API?
No â they also work with the WhatsApp Business app. The API adds automation, integrations, and the 72-hour free messaging window.
How much do Click-to-WhatsApp ads cost?
You pay Meta for the ad (set by your budget and bidding). Replies within the free window cost nothing on the API.
Can I use a wa.me link instead?
Yes, a wa.me link works in any ad or post â but Meta's native WhatsApp destination enables the free window and better tracking.