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Create a Click-to-WhatsApp Ad

With a Click-to-WhatsApp ad, customers can see your ad on Facebook, Instagram, or WhatsApp and start a conversation with your business in WhatsApp.

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Create a Campaign

1. Go to Meta Ads Manager. Select Campaigns, then select Create.

2. For the campaign objective, select Engagement.

3. Select Manual campaign, then select Continue.

Complete the remaining campaign details as needed, then select Next to set up your ad set.

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Set Up an Ad Set

1. For Conversion location, select Messaging destinations.

2. Select the Facebook Page for this ad, then select Manual Destination.

3. Under Messaging apps, select WhatsApp, then select the WhatsApp Business number that will receive customer messages.

4. For Performance goal, select Maximize number of conversations.

This goal helps Meta find people who are more likely to start a WhatsApp conversation with your business. Meta also offers deeper-funnel conversion goals. Learn when to use them in the Frequently Asked Questions below.

5. Set your audience, placements, budget, and schedule.

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Create an Ad

1. Add your creative, copy, and CTA button.

2. In the Message template section, select Create new to set the opening experience customers see after they enter WhatsApp.

Choose one of the following options:

• Frequently asked questions: Shows questions that customers can tap to send. Use this when customers may have different reasons for contacting you.
• Pre-filled message: Adds a message to the WhatsApp input box. Use this when you are promoting one product, campaign, or service.

3. Use Preview to check how the ad appears and what customers see after they enter WhatsApp.

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Submit for Review

When you have finished setting up the ad, select Publish to submit it for review. After Meta approves the ad, it starts delivering based on the audience, budget, and schedule you set.

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Frequently Asked Questions

I can't find the WhatsApp Business number I want to use. What should I do?

First, go to Facebook Page → Settings → Linked accounts → WhatsApp to link the Facebook Page and WhatsApp number.

Enter your WhatsApp number, then select Connect.

What happens next depends on the type of number you use. Follow the case that applies to your number.Case 1: WhatsApp Business App numberFollow Meta’s verification-code flow. Find the verification code in the WhatsApp Business App, then enter it to complete the connection.

Case 2: WhatsApp Business API numberA WhatsApp Business API number cannot receive a verification code. Do not select Send WhatsApp code.

Instead, go to the Meta Business Portfolio that owns the WABA for that API number. Open Requests, find the request from the Facebook Page to link the WhatsApp number, and approve it. Then return to ad creation and select the number.

Which performance goal should I choose for my Click-to-WhatsApp ad?

Choose the goal that matches the business result you want Meta to optimize for.

Performance goal	What Meta optimizes for	When to use it
Maximize number of conversations	People most likely to start a WhatsApp conversation with your business	Recommended for most businesses, especially new campaigns.
Maximize number of leads through messaging	People most likely to become a Lead through WhatsApp	When qualified leads, such as appointments or quotes, are your goal.
Maximize number of purchases through messaging	People most likely to make a purchase through WhatsApp	When confirmed orders or payments are your goal.
Maximize number of link clicks — Not recommended	People most likely to click your ad	A click does not guarantee a WhatsApp message or customer information.

Start with Maximize number of conversations while building conversation volume. Move to Lead or Purchase optimization after you can consistently report the business outcome you want Meta to optimize for.

Why can't I select the Lead or Purchase performance goal?

First, check the campaign setup. The usual campaign objective depends on the goal:

Performance goal	Usual campaign objective
Maximize number of leads through messaging	Leads
Maximize number of purchases through messaging	Sales

At the Ad Set level, choose messaging as the conversion location or destination, select WhatsApp, and then check Performance goal. In some accounts or campaign setups, Lead or Purchase optimization may also appear under the Engagement objective. Check again in a newly created Campaign and Ad Set because availability can differ from an existing setup.Next, check whether the Facebook Page meets Meta’s eligibility requirements. Meta evaluates each Facebook Page separately.

Performance goal	Minimum eligibility requirement
Maximize number of leads through messaging	In the previous 30 days, Meta must receive at least 10 Lead or Purchase signals for the Facebook Page. The signals must come from Click-to-WhatsApp ad conversations, and the Lead result must be reported within 7 days after the customer clicks the ad.
Maximize number of purchases through messaging	In the previous 30 days, Meta must receive at least 10 Purchase signals for the Facebook Page. The signals must come from Click-to-WhatsApp ad conversations, and the Purchase result must be reported within 7 days after the customer clicks the ad. A stable volume of 20 or more Purchase signals is recommended.

If multiple WhatsApp numbers are linked to the same Facebook Page, their eligible customer activity can help that Page meet the requirement. Each Facebook Page qualifies separately.To report the Lead or Purchase signals needed for deeper optimization, see Report CTWA Ad Results to Meta.Meta is gradually rolling out the Lead optimization goal, so it may not yet be available to your account even when the setup and eligibility requirements are met.The Purchase optimization goal is generally available after the setup and eligibility requirements are met. If it is still unavailable, wait a few days for Meta to update the Page’s eligibility, then check again in a newly created campaign. While waiting, use another available goal—especially Maximize number of conversations.