CTWA ads start a WhatsApp conversation instead of opening a form. The first message carries a click ID that ties the conversation back to the ad.
Example
A CTWA ad for a Pune launch
A developer runs an Instagram ad for 2 BHKs in Wakad, Pune, with a “Send message” button. A buyer taps it and a WhatsApp chat opens with a pre-filled question. The first message carries a click ID tying it to the ad, so the CRM records the ad as the source and, if the buyer later books a visit, reports that back to Meta.
Figures are illustrative, not market rates.
Questions about Click-to-WhatsApp ads (CTWA)
Why use click-to-WhatsApp ads instead of lead forms?
Many Indian buyers prefer chatting to filling forms, and a chat starts a conversation the agent can reply to immediately with photos and floor plans. Lead forms give a name and number but no conversation. Many teams run both and compare the visits each produces.
Are messages from a CTWA ad charged?
Under Meta’s pricing, a conversation started from a click-to-WhatsApp ad opens a free entry point window of 72 hours, during which the business’s messages are not charged when it responds in time. Check Meta’s current pricing documentation for the exact conditions.
How do I know which ad a WhatsApp lead came from?
The first message from a CTWA ad carries referral details, including a click ID and the ad’s identifiers. Storing them on the lead lets you see which ad, campaign and creative produced each conversation and later visit.
Sources
- Meta for Business — click-to-message ads · accessed
- Meta — WhatsApp Business Platform pricing · accessed
See also
Reviewed