What you need
- A Facebook Page and a Meta ad account.
- A WhatsApp Business number (app or API) linked to that Page, from the Page settings under WhatsApp.
- Someone, or something, replying at any hour: ads don't stop at 7pm.
How to create the ad
- In Ads Manager, create a campaign with an engagement, leads or sales objective.
- At ad set level, choose messaging apps as the conversion location and tick WhatsApp.
- In the ad, write the pre-filled message the person will see ("Hi, I'd like information about…") and, optionally, frequently asked questions as buttons.
Meta renames objectives from time to time; the logic stays the same: ad, tap, chat.
What happens after the tap
This is where most ad spend is lost: the lead messages, nobody replies for an hour and they move on. See replying to ad leads. An AI agent replies within a couple of minutes, asks what you would ask (what they need, where, when, budget) and flags who's interested. Anyone who goes quiet gets one follow-up two days later.
How to measure it
- Cost per conversation started (Meta reports this).
- Conversations that turn into interested leads and customers (you or your tool measure this).
- Time to first reply. When it rises, everything else drops.
Frequently asked questions
Can I run click-to-WhatsApp ads with the WhatsApp Business app?
Yes. You don't need the API: link your WhatsApp Business number to your Facebook Page.
What do click-to-WhatsApp ads cost?
You pay Meta for the advertising based on your budget and bids. The resulting conversation has no extra cost in the app.
Do they run on Instagram too?
Yes, they can show on Facebook and Instagram.
Is replying to these leads allowed under PECR?
Yes: the person started the conversation. Marketing messages later, outside that conversation, need their consent.