Click-to-WhatsApp

Click-to-WhatsApp is a Meta ad format for Facebook and Instagram that opens a WhatsApp chat directly when a user clicks the ad – no landing page, no form, with conversion rates up to 3× higher than standard link ads.

What is Click-to-WhatsApp?

Click-to-WhatsApp (CTWA) is an official Meta ad format that opens a WhatsApp conversation directly from Facebook and Instagram ads. When a user clicks the ad, they are instantly redirected to a WhatsApp chat with the business – no form, no landing page, no friction.

The advantage: WhatsApp feels familiar and personal to most users, far more so than an unfamiliar web form. The barrier to contact drops dramatically. Meta data shows that CTWA ads achieve on average a 3× higher conversion rate than standard link ads pointing to external landing pages.

How Does Click-to-WhatsApp Work?

CTWA ads are created in Meta Ads Manager. Choose "Messages" as the campaign objective and WhatsApp as the destination platform. The ad appears in the Facebook or Instagram feed with a CTA button like "Send Message" or "Learn More".

When clicked, WhatsApp opens with an optional pre-filled message. The business can then serve the user in a regular WhatsApp chat – either manually by the support team or automated by an AI chatbot.

If the business replies within 24 hours to the user's first message, Meta charges no message fees for 72 hours from that reply, templates included (Free Entry Point). This window applies only to chats from Click-to-WhatsApp ads and from a Facebook Page call-to-action button. Only Meta's fee is waived; SendSeven still bills these messages through your plan.

Use Cases

  • Lead generation – Direct contact without filling out a form
  • Opt-in collection – Users initiate the conversation themselves = GDPR-compliant opt-in for WhatsApp newsletters
  • Product consultation – Personalized purchase guidance via chat
  • Appointment booking – Direct scheduling via WhatsApp
  • Customer support – Low-friction entry point for support requests
  • Retargeting – Re-engage website visitors via WhatsApp

Click-to-WhatsApp as a GDPR-Compliant Opt-In Channel

Click-to-WhatsApp is an elegant way to acquire double opt-in subscribers for a WhatsApp newsletter. Since the user initiates the conversation themselves, this counts as an active opt-in. However, it is recommended to explicitly ask for and document consent in the very first automated reply message.

With SendSeven, the CTWA entry can be connected directly to an automated opt-in flow: user writes → bot asks for consent → DOI confirmation → added to newsletter list.

Costs

Ad costs follow standard Meta CPM/CPC pricing. In the 72-hour window from your first reply, Meta charges no message fees. After that, Meta's standard WhatsApp Business API pricing applies – approximately €0.0207 per marketing template message in the US (Meta prices since October 1, 2026). Since October 1, 2026, service replies within the 24-hour window cost the utility rate, €0.0028 per message in the US; the first 1,000 per business phone number and month are free.

Click-to-WhatsApp with SendSeven

SendSeven integrates CTWA inbound directly into the Unified Inbox. Chats from Click-to-WhatsApp ads land directly with your team. Learn more on the WhatsApp Newsletter page.