Short answer: An ad that clicks to WhatsApp is a Facebook or Instagram ad that opens a WhatsApp chat with your business. You pay for the ad as usual, but the chat can be free: Meta doesn’t charge for people’s messages. If they wrote from your ad on a phone and you reply within 24 hours, your replies can be free for up to 7 days.
What an ad that clicks to WhatsApp does
WhatsApp’s own guide describes it as a Facebook or Instagram ad that opens a WhatsApp chat with your business. The person taps the ad and lands in a conversation with you instead of on a page.
It fits a business that sells by talking: quotes, bookings or questions before a purchase. If you’d rather collect a form inside Facebook, our Facebook lead ads guide covers that format.
The settings that decide the result
| Setting | Where you set it | What WhatsApp’s guide advises |
|---|---|---|
| Destination | Conversions, then Messaging apps, then WhatsApp | Pick WhatsApp so the ad opens a chat |
| Run time | Start and end dates | At least seven days for best results |
| Audience | The audience you define | Audiences of 2 to 10 million people or more perform best |
| Replies | The ad, before you publish | Customize your responses |
From WhatsApp Business’s guide to creating ads that click to WhatsApp, read November 4, 2026.
Check the destination first: if WhatsApp isn’t selected under Messaging apps, the ad doesn’t open a chat.
What the WhatsApp conversation costs
Meta doesn’t charge for messages a WhatsApp user sends to a business. Each message from the person opens a 24-hour customer service window, which resets with every new message.
Say the person wrote from your ad on the WhatsApp app for Android or iOS. If you reply inside that window with a marketing, utility, authentication or service message, your reply is free. It also opens a free entry point window that can stay open for up to 7 days.
While it’s open, Meta doesn’t charge for marketing, utility, authentication or service messages. Meta Business Agent messages are still charged. Our WhatsApp Business API pricing guide has the rates outside the window.
How to create an ad that clicks to WhatsApp
- In Ads Manager, click Create and choose a campaign objective.
- Name the campaign so you can find it later, and click Next.
- Under Conversions, select Messaging apps.
- Under Messaging apps, select WhatsApp.
- Set the start and end dates, at least seven days apart as WhatsApp advises, and set your budget.
- Define the audience; WhatsApp says audiences of 2 to 10 million people or more perform best.
- Choose a format, upload your images, write the text, customize the responses and publish.
Our guide to running Facebook ads covers the objective, the budget and the placements in more detail.
How we use ads that click to WhatsApp
We read the ads of our two Meta ad accounts on November 4, 2026. Of 98 ads, 94 send people to a WhatsApp chat with us and the other 4 to Instagram Direct. All 25 of their ad sets are optimized for conversations.
On our own website the WhatsApp buttons work differently: they use a WhatsApp link with a message ready, which our WhatsApp link guide explains.
Before you publish a WhatsApp ad
- The conversion location is WhatsApp.
- The dates follow the seven-day advice.
- The audience size follows WhatsApp’s advice.
- Your first responses are customized.
- Someone answers new chats within 24 hours.
- Your team knows the free window needs the phone app.
RememberThe ad is paid; the chat can be free. Reply within 24 hours so the free window opens.
Ads that open WhatsApp chats are part of our Meta Ads service.
Quick answers about WhatsApp ads
Are WhatsApp ads free?
No. You pay for the ad on Facebook or Instagram like any other ad. The chat itself can be free: Meta doesn’t charge for the messages people send you. If they came from your ad on a phone and you reply within 24 hours, your replies can be free for up to 7 days.
What is an ad that clicks to WhatsApp?
It’s a Facebook or Instagram ad that opens a WhatsApp chat with your business. You create it in Ads Manager by choosing WhatsApp under Messaging apps as the place where the conversion happens.
How long should a WhatsApp ad run?
WhatsApp’s own guide advises at least seven days for best results, and says audiences of 2 to 10 million people or more perform best. You set both when you choose the dates and the audience of the ad.
Do the free messages work on WhatsApp Web?
No. The free window opens only when the person writes to you from the WhatsApp app on an Android or iOS phone. Meta says its desktop and web apps aren’t supported for this.
What happens if I reply late?
Your reply has to go out within the 24-hour customer service window that the person’s message opens. Only then is that reply free and the free entry point window opened, for up to 7 days.
Sources
Read on November 4, 2026. WhatsApp Business: How to create ads that click to WhatsApp to connect with more potential customers. Meta for Developers: Pricing on the WhatsApp Business Platform. Our case: the ads of our two Meta ad accounts, read on November 4, 2026.