Click-to-WhatsApp ad (CTWA)
A Click-to-WhatsApp ad is a Facebook or Instagram ad whose button opens a WhatsApp chat with the business instead of a website. The customer's first message arrives with the ad's ID attached, so the business knows which ad brought them, and replies are free for 72 hours.
Why they work in India
The customer lands in the app they already use, with the conversation already open. There is no form to fill and no page to load; the drop-off between the click and the first message is a fraction of a website's.
What to have ready
Somebody — or something — that answers within a minute. An ad that opens a chat nobody answers for an hour is a paid lead that walked away. The tools that do well here reply automatically, qualify, and hand a real prospect to a person.
Measuring it
Meta attributes the conversation to the ad. A CRM that reads the referral can report qualified leads and closed deals per ad, and send those outcomes back to Meta so the ad set optimises for customers rather than clicks.
What is a Click-to-WhatsApp ad?
A Facebook or Instagram ad whose button opens a WhatsApp chat with your business instead of a website. The customer's first message arrives with the ad's ID attached, so you know which ad brought them.
Are Click-to-WhatsApp conversations free?
For 72 hours after the click, yes — every message in that window, template or free-form, is free of Meta's per-message charge. Meta's October 2026 pricing note says this free entry point is unchanged.
How much do Click-to-WhatsApp ads cost?
The ad spend is Meta's ads auction, priced per click or per conversation started; there is no fixed rate. The messages that follow are free for 72 hours and then charged by category.
How do I track leads from Click-to-WhatsApp ads?
The ad ID rides on the first message. A tool on the API records it on the contact as a touchpoint, so a lead, a qualified lead and a closed deal can be attributed to the ad and reported back to Meta for optimisation.
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Nearby terms
See it in a product. Linkubit answers, qualifies and quotes on WhatsApp from your catalogue, and adds nothing to Meta’s per-message price. Start free — fourteen days of Pro, no card — or read the pricing.
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