Meta
Click-to-message ads
Meta ads that open a conversation in Messenger, WhatsApp or Instagram Direct instead of a website.
What it is
The person starts a chat with the business, often with a pre-written opening question.
Why it matters
For lead generation and e-commerceFor businesses that sell through conversation, a chat can be a lower-effort step than a form.
In practice
Set up quick replies or an opening reply flow, staff or automate replies quickly, and track which chats become leads or sales.
A common mistake
Launching them without anyone ready to answer, so warm conversations go cold.
All terms