Run Facebook and Instagram ads that open a WhatsApp chat with your business, and follow up every lead from one inbox.
Many Indian customers would rather send a WhatsApp message than fill in a form or make a call. Click to WhatsApp ads meet them there.
This page explains how CTWA ads work, how to set them up properly, what they cost, and how to make sure the chats they start actually turn into sales. For our wider ads service, see Google and Meta ads management.
| Click to WhatsApp ads | Lead form ads | |
|---|---|---|
| What the customer does | Starts a WhatsApp chat | Fills in a form inside Facebook or Instagram |
| What you get | A live conversation | Name, phone and answers to your questions |
| Speed of contact | Immediate; the customer is already chatting | You call or message them later |
| Lead quality | Customers who choose to talk usually show clearer intent | Higher volume, with more low-intent entries |
| Best for | Products that need questions answered: property, education, healthcare, services | Simple offers and large lead lists |
Many businesses run both: lead forms for volume, and CTWA ads for customers who want to ask questions before they buy.
WhatsApp Business API messages are normally charged per message. CTWA ads come with an exception. When a customer messages you from a click to WhatsApp ad on their phone and you reply within the customer service window, Meta opens a free entry point window.
This makes CTWA ads well suited to follow-up: you can send brochures, price lists and reminders over the next few days without Meta's per-message charges. Your provider plan and ad budget still apply.
From Meta's WhatsApp Business Platform pricing documentation, checked 19 October 2026. Meta can change these rules.
Most CTWA campaigns that disappoint don't fail at the ad. They fail at the reply. A lead that waits hours for an answer goes cold, or messages a competitor.
Use a WhatsApp chatbot to answer instantly, share prices or brochures, and collect key details.
A shared team inbox assigns each chat to a sales agent, so no lead is missed or answered twice.
Use the free entry point window for reminders, visit confirmations and offers, then switch to approved templates.
| Cost | What it is | MetaReach |
|---|---|---|
| Ad budget | Paid to Meta for the ads themselves | Set by you; separate from our fees |
| Ads management | Strategy, setup, creatives, optimisation and reporting | From ₹10,000 a month (Conversion Ads plan) |
| WhatsApp Business API | Number setup, inbox and API access | ₹7,999 for 3 months |
| WhatsApp messages | Meta's per-message charges | Free inside the entry point window; charged per message outside it |
A WhatsApp Business App number can also receive CTWA chats at no API cost, but it limits you to one phone and a few linked devices. Once several people need to handle ad leads, the API with a team inbox is the better fit. See the pricing page for every plan.
| Industry | Typical ad and first message |
|---|---|
| Real estate | Project launch ad; "Send me the floor plan and price" leads to a site-visit booking |
| Education | Admissions ad; "Tell me about course fees" leads to a counsellor chat |
| Healthcare | Health check-up offer; "I want to book a package" leads to appointment booking |
| Retail and e-commerce | Product or sale ad; "Is this available in my size?" leads to an order |
| Local services | Service ad; "I need a quote" leads to a call or visit |
WhatsApp's Business Messaging Policy does not allow political parties, candidates or campaigns to use the WhatsApp Business Platform, so CTWA ads to the API aren't an option for election campaigns. See our policy explainer.
They are Facebook and Instagram ads with a button that opens a WhatsApp chat with your business. The customer starts a conversation instead of filling in a form, and your team or chatbot replies on WhatsApp.
Meta opens a free entry point window when a customer messages you from a CTWA ad on the WhatsApp mobile app and your business replies within the customer service window. While it is open, Meta doesn't charge for marketing, utility, authentication or service messages to that customer. Meta's documentation says it can stay open for up to 7 days.
No, CTWA ads can send chats to a WhatsApp Business App number. The API is better once several agents need to reply, you want a chatbot, or you want to track and follow up leads at scale.
You pay Meta your ad budget, which you set. MetaReach's ads management starts at ₹10,000 a month, and the WhatsApp Business API plan is ₹7,999 for 3 months, both plus GST. WhatsApp messages are free inside the entry point window and charged per message outside it.
They suit different goals. Lead forms collect more contacts; CTWA ads start live conversations, which usually suits products where customers have questions before buying. Many businesses run both and compare cost per sale, not just cost per lead.
No. WhatsApp's Business Messaging Policy does not allow political parties, candidates or campaigns to use the WhatsApp Business Platform.
Tell us your product, location and monthly ad budget. We'll plan the CTWA campaign, the first message and the follow-up flow with you.
WhatsApp, Facebook and Instagram are trademarks of Meta Platforms, Inc. MetaReach Marketing is not affiliated with or endorsed by Meta. Ad and messaging rules described here are based on Meta's documentation checked on 19 October 2026 and may change.
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