Not just ads in the status: with WhatsApp’s click-to-message it will be possible to sponsor the beginning of a chat with the user
When, at the beginning of 2018, Facebook announced the release of WhatsApp’s APIs, most of the journalists in the sector commented on the news, speculating on the different options through which the company would finally start to monetize through the use of the app.
The widespread opinion was focused on how companies could use this channel to communicate with their customers through the green handset app. Only a few had initially imagined that Facebook would try to monetize not only through the messages but also through the start of the chat itself.
In order not to lose this opportunity, Facebook has given life to a new type of ad called WhatsApp’s Click-to-Message.
In fact, for businesses with WhatsApp Business accounts, a Send a Message button can be added to Facebook or Instagram ads to open a conversation right via the WhatsApp app
Many companies not only want to communicate and support their customers through direct messaging channels, but they also use these tools to generate leads, conversations and get to sell the product or service exclusively by chatting with their client.
Everything that is sold online and requires any form of human interaction before the purchase is finalized, must go through a contact via email, telephone or through a messaging application and in a B2C context there is no better alternative to the most downloaded app ever.
Facebook, which has sensed this trend for some time now, has decided not to miss this opportunity to continue the process of monetization on different levels.
Soon, through its advertising platform, companies will be able to choose to include in their sponsored banners the possibility for the user to start a chat with the company, ensuring in most cases that a click will convert into a qualified lead (once the conversation has started, the company will of course see the phone number of the user).
The release of the API was the necessary condition for scalable operation of this type of ads, as it allows companies to manage their customer service through WhatsApp in a structured way thanks to solutions like ours.
It is possible to create a Facebook or Instagram ad that links back to WhatsApp through the Facebook Business Manager, in the following ways:
1) Ads with “Traffic” objective.
a) Choose the budget, placements and audience of the campaign.
b) In Place of Conversion, select WhatsApp.
c) Choose the relevant Facebook Page. The campaign number will be the WhatsApp number linked to the Facebook Page.
2) Ads with “Interactions” objective.
a) Choose the budget, placements and audience of the campaign.
b) In Place of conversion, select Messaging app.
c) Under Messaging app, select WhatsApp.
d) Under Ad Type, select Ad that links to messages.
e) For ads that use the Interactions objective, under Accounts go to WhatsApp and select the relevant WhatsApp number from the drop-down menu.
3) Ads with “Coverage, Brand Awareness, Interactions or Views of the video” objective.
a) Choose the budget, placements and audience for the campaign.
b) Under Links, click on Add a website URL.
c) Add the URL of your website.
d) Under Call to action, select Send a WhatsApp message.
e) In the drop-down menu, select your Page with the WhatsApp number linked.
This will allow your business to start receiving messages on WhatsApp to increase the number of interactions with your target audience and sales.
Frequent Questions
How do WhatsApp's new Click-to-chat ads work?
For a while now, Facebook has been observing a trend of click-to-start ads and decided not to miss this chance continuing the monetization process at different levels. This new method allows users to start a chat with companies through an ad.
Soon, through their advertising platform, companies will be able to choose to insert in their sponsored ads the possibility for the user to start a chat with the company, guaranteeing in most cases that a click becomes a qualified potential customer (once the chart has started, the company will see the phone number).
When can we start using these new ads?
You already have the possibility to activate this type of ads in your Facebook Business account. Along with the API launch of WhatsApp Business it’s one of the best features of this platform.
The launch of the API was the necessary condition for a scalable operation and evolution of this technology, since it allows companies to manage their customer service in a structured way through WhatsApp, thanks to solutions like Callbell, which are able to help the business develop a better customer service, allowing businesses to scale on social networks.
About the author: Hello! I am Carlo and I am one of the co-founder at Callbell, the first communication platform designed to help sales and support teams to collaborate and communicate with customers through direct messaging applications such as WhatsApp, Messenger, Telegram and (soon) Instagram Direct
