Meta is expanding its WhatsApp ads options, with Meta advertisers now able to display click-to-message ads that link through to a WhatsApp Status update, as opposed to opening to a DM chat.
Meta launched ads in WhatsApp Status back in June, which enables advertisers to display their promotions between full-screen WhatsApp Status updates from friends.
Meta also offers Click-to-Message ads from Facebook and Instagram, which enable brands to initiate a direct chat with potential customers from their in-stream promotions.
And now, Meta’s also offering some advertisers the option to combine the two.
As per Meta:
“You can create ads that click to WhatsApp and use the WhatsApp Status placement. Ads in WhatsApp Status will only appear in the Updates tab, which is the home of Status and Channels and is separate from personal chats and calls. When people click on your ad, they’re sent directly into a chat with your business on WhatsApp.”
So it’s essentially the same as the above WhatsApp Status ads, but users will be able to click through to these promotions from Facebook or IG, which will give you a larger, full-screen presentation for your promotions, with a chat CTA.
That could be another way to drive engagement on WhatsApp, which is becoming a bigger home for discussion in more regions. Indeed, WhatsApp is now up to 100 million U.S. users, and with click-to-message ads driving better performance, and gaining popularity among brands, it could be another consideration for your broader Meta connection strategy.
Meta says that WhatsApp Status ads are not available in all regions as yet, so you may not have access. But for those that do, you’ll soon have more ways to gain attention, and drive response with your DM-aligned promotions.
