How Click-to-WhatsApp campaigns work
When a user taps the 'Send message on WhatsApp' button in a Facebook or Instagram ad, WhatsApp automatically opens with a pre-filled message to your WhatsApp Business number. The user only needs to tap 'Send' to start the conversation.
Once the user sends the message, a 24-hour conversation window opens during which you can respond with free content without pre-approved templates.
Campaign configuration in Meta Ads Manager
To create a Click-to-WhatsApp campaign, in Business Manager choose the 'Messages' objective. In the ad setup phase, select 'WhatsApp' as the messaging platform.
To optimize cost per lead, test different creatives and pre-filled messages. The variables most affecting conversion rate are the image and the first message the prospect sends.
Integration with Chat API for lead management
Every lead arriving from Click-to-WhatsApp is received by Chat API as a new conversation. Configure a webhook to receive these new messages and automate the initial response with a personalized welcome template.
Managing received leads and follow-up
The critical point of Click-to-WhatsApp campaigns is response speed: prospects who receive a response within 5 minutes convert 100 times more than those who wait an hour.
After the automatic response, a human agent takes over the conversation for qualification and closure.
