Click-to-WhatsApp Ads: turning ad clicks into conversations

Most ads send people to a landing page and hope they fill in a form. Click-to-WhatsApp (CTWA) ads do something different: tapping the ad opens a WhatsApp chat with your business. The customer starts a conversation instead of bouncing off a page.

Why the conversation matters

A chat is a two-way channel. You can answer questions, send a catalogue, qualify the lead and follow up — all in the place the customer already lives. And because the customer initiated contact through an ad, you get a 72-hour free-entry window to reply free-form, at no conversation cost.

Attribution you can act on

When someone arrives from a CTWA ad, WhatsApp passes along a referral with the ad’s headline, body and a click identifier. Peak captures this and shows “came from ad: …” right on the conversation and the contact — so your agents know the context and your reporting knows which ads actually produced chats.

Closing the loop with conversions

The same click identifier lets you report conversion events — a qualified lead, an order, a payment — back to Meta. That feeds the ad system real outcomes, so it can optimise delivery toward people who actually convert, not just people who click.

Getting started

• Connect your Facebook Page and ad account.
• Build a campaign with a “Send WhatsApp message” call-to-action.
• Greet arrivals with a bot or a fast agent reply while the free-entry window is open.
• Report conversions so your ads learn what a good lead looks like.

CTWA turns paid reach into real dialogue. Pair it with a quick first response and clear attribution, and every rupee of ad spend becomes a conversation you can measure.