Click-to-WhatsApp (CTWA)
A Meta ad format on Facebook and Instagram that opens a WhatsApp conversation with your business when clicked, bypassing landing pages.
How it works
Click-to-WhatsApp (CTWA) ads are Facebook and Instagram advertisements with a 'Send Message' call-to-action that directly opens a WhatsApp chat with your business when tapped. This format eliminates the friction of landing pages and form fills, creating an immediate conversational experience. CTWA ads are particularly effective because they generate user-initiated conversations (lower cost than business-initiated) and capture the customer at peak intent. The ads can include pre-filled messages and deep links to specific chatbot flows. Meta offers special pricing where the first conversation from a CTWA ad is free. CTWA campaigns consistently outperform traditional lead generation ads with 3-5x higher conversion rates because the barrier to engagement is simply tapping a button and sending a message.
Related terms
User-Initiated Conversation
A conversation started when a customer messages a business first, opening a 24-hour window for free-form replies at a lower cost.
Conversational Commerce
The practice of using messaging platforms like WhatsApp to guide customers through the entire purchase journey, from discovery to payment, within a chat.
WhatsApp Marketing
The strategic use of WhatsApp Business API to promote products, engage customers, and drive sales through targeted messaging campaigns.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.