Click-to-WhatsApp Ads: Complete guide for setup, benefits, and best practices

Updated January 30, 2026 · 3 minute read

Click-to-WhatsApp (CTWA) Ads are an effective ad format within the Meta advertising platform (Facebook and Instagram).

These improve chances of conversion by moving your ad click from a landing page visit into an instant, high-intent conversation with your business on WhatsApp.

For marketers, this is the ultimate tool for generating high-quality leads, driving direct sales, and providing instant support as users engage on their preferred, familiar messaging channel.

By using Click-to-WhatsApp Ads, you replace a slow, passive website form with a fast, active chat window, leading to higher engagement and conversion rates.

The main benefits of using CTWA Ads

CTWA ads radically change the customer journey, providing superior results when compared to traditional traffic to website campaigns:

Benefit	Your added business advantage
Direct engagement and trust	Connect instantly with a potential customer on a trusted, personal channel. This direct, one-on-one interaction builds higher trust than a generic landing page.
Higher lead quality	Users who initiate a chat are typically high-intent. Agents (or bots) can qualify leads immediately, resulting in higher conversion rates.
Free 72-hour service window	Meta offers a 72-hour free messaging window for conversations initiated via a CTWA ad, significantly reducing the cost of lead nurturing and sales conversion.
Seamless mobile experience	The transition from the ad platform (Facebook/Instagram) to WhatsApp is seamless and mobile-native, minimizing drop-off associated with slow-loading websites.

Step-by-step setup guide in Meta Ads Manager

Setting up a CTWA ad requires linking your WhatsApp Business API number (managed by ZEPIC) to your Facebook Page and Ads Manager.

Step 1: Link WhatsApp Business Account

Go to your Facebook Page Settings > WhatsApp.
Enter your WhatsApp Business API number and click Send Code to verify the link.

Step 2: Create a new campaign

In Meta Ads Manager, click Create.
Select the Messages or Engagement objective. The Messages objective is generally recommended as it optimizes for conversation starts.

Step 3: Define the Ad set destination

At the Ad Set level, choose Messaging Apps under Conversion Location.
Deselect Messenger and Instagram Direct, and select WhatsApp.
Make sure the correct WhatsApp Business number is chosen.

Step 4: Design the Ad creative

Select your ad format (Image, Video, or Carousel).
Write compelling copy and a headline that clearly states the benefit of chatting (e.g., "Get a Free Consultation Now!").
The Call-to-Action (CTA) button will automatically display "Send WhatsApp Message" or similar.

Step 5: Customize the welcome message (the payload)

This pre-filled message is the user's first touchpoint and is critical for tracking and attribution.

In the Ad Setup section in Meta, create a Welcome Message Template.
In doing this, include a unique, simple tracking code or reference ID in the pre-filled message (e.g., I am interested in the 50% discount. Ref: ADID_FLASH_SALE). This allows ZEPIC to automatically tag the conversation.

Best practices for high-converting CTWA Ads

The success of a CTWA ad depends on a coordinated effort between your ad creative and your chat response strategy.

Ad creative match: The ad's visual and copy must perfectly align with the content of the welcome message and the automated response in ZEPIC. Consistency reduces user confusion and drop-off.
Automate first response: Use ZEPIC's automation to send an instant, personalized reply within seconds of the first message. This is crucial for high-intent leads.
Use icebreakers: Set up quick reply buttons in the welcome message (e.g., "See Pricing," "Book Demo," "Talk to Agent") to immediately guide the user's journey.
A/B test everything: Continuously test different ad creatives, headlines, and especially the pre-filled message payload to find the combination that drives the highest-quality convers

Want to know more about WhatsApp automation? Check out our article on how to set auto-replies in WhatsApp…