Click-to-WhatsApp ads: start sales chats from an advert

Key takeaways

Click-to-WhatsApp ads are Facebook or Instagram adverts that open a WhatsApp chat with your business instead of a website. They suit businesses that sell through conversation, such as trades, salons, clinics and local retailers. They only work if someone replies within minutes during the hours the advert runs.

• One tap from the advert opens a chat with your business.
• Pre-fill a first message so people only need to press send.
• Run the ads only when someone can reply within minutes.
• Further marketing messages later need consent.

What are click-to-WhatsApp ads?

Click-to-WhatsApp ads are Meta adverts on Facebook or Instagram with a button that opens a WhatsApp conversation with the advertiser, often with a pre-filled first message. Meta groups them with Messenger and Instagram message ads as click-to-message ads.

• How UK businesses can turn social media followers into customers
• WhatsApp Business for UK small businesses

When do click-to-WhatsApp ads work best?

They work best when buyers want to ask a question before buying, when a conversation is the normal way to sell, and when the business can reply quickly. Common examples are quotes for home services, salon and clinic bookings, made-to-order products and local retail with questions about stock.

• Turn social media messages into enquiries and sales

How do you write the pre-filled message?

Write a pre-filled message that names the offer, so you know which advert the person saw and they only need to press send. For example: "Hi, I saw your free survey offer. I'm in [postcode] and need a new boiler." Different adverts can use different messages, which also helps you track which one works.

• Social media offers that turn followers into first buyers

Why does reply speed matter so much?

Reply speed matters because people tap the advert while they are interested, and many message more than one business. A reply within minutes catches them; a reply tomorrow often does not. Set a greeting message for the first seconds, then have a person reply. Schedule the adverts to run only in staffed hours.

• Replying to social media messages outside business hours
• Outsourcing WhatsApp customer service

What does it cost?

You pay for the advert as with other Meta ads. Replying in the WhatsApp Business app is free. Businesses on the WhatsApp Business Platform pay per message for some message types, though Meta currently offers a free messaging window for conversations started from these adverts. Check Meta's current pricing before planning, as it changes.

What are the rules on following up?

Replying to someone who messaged you from an advert is fine. Sending them marketing messages later, such as offers weeks afterwards, generally needs consent under PECR. Ask in the conversation whether they would like to hear about offers, and record the answer.

• WhatsApp broadcast lists: reach followers who opted in

When should you not use them?

Do not use click-to-WhatsApp ads if nobody can reply quickly, if buyers prefer to read and decide alone, or if the product is better bought with a single tap in a shop. A slow reply to a paid conversation wastes the ad spend twice.

What does this look like in practice?

A pattern we see with trades: click-to-WhatsApp ads running at weekends when nobody checks messages, then judged poor on Monday. Scheduling the ads to weekday hours with a named person replying often changes the result without changing the advert.

• See client work
• Social Media Marketing for UK businesses
• The follower conversion scorecard: find where buyers drop out

Click-to-WhatsApp checklist

• Use the WhatsApp Business app or platform, linked to your Meta account.
• Write a pre-filled message per advert.
• Set a greeting message.
• Schedule ads to staffed hours.
• Reply within minutes.
• Ask for consent before later marketing.

Next step

Decide who will answer WhatsApp messages during the hours an advert would run. If nobody can, fix that before spending.