What is Click-to-WhatsApp ads (CTWA)?
Click-to-WhatsApp ads are Facebook and Instagram ads that open a WhatsApp chat with the business when tapped, instead of sending the user to a website. They start the conversation in a free entry-point window.
Why Click-to-WhatsApp ads (CTWA) matters
CTWA matters because it turns ad clicks into direct conversations, capturing the contact and letting you follow up on WhatsApp. The free entry-point window also lowers the messaging cost.
Example
A D2C brand runs an Instagram ad with a Send Message button; tapping it opens WhatsApp with a greeting, and the lead is captured for follow-up.
Related terms
- WhatsApp conversation categories
- Click-to-WhatsApp ads (guide)
- WhatsApp Business API glossary
- Full WhatsApp Business API glossary
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Are click-to-WhatsApp ad conversations free?
They open a free entry-point window, so the first conversation from the ad is free; later business-initiated templates are billed normally.