Ads that Click to WhatsApp

This guide explains how to create and publish ads that Click to WhatsApp using the Marketing API.

Ads that click to WhatsApp send people that click on your ads directly into conversations with your business in WhatsApp. Use these ads to reach people at scale and deliver standout, individualized service.

Ads that click to WhatsApp support ads with an image, a video, a carousel, or a slideshow. You can also include call prompts in your ad.

If you’re interested in creating ads that send people to Messenger or Instagram chats, see Ads that Click to Messenger or Ads that Click to Instagram for guidance. You can also create ads that pick the destination the user is most likely to respond from, see Ads that Click to Multidestination for more information.

Ad Creation Overview

This document outlines the steps you need to follow to set up your integration for click to WhatsApp ads.

You will need to:

  1. Create an ad campaign
  2. Create an ad set that links your ads to your ad campaign
  3. Create an ad creative for the WhatsApp ad type you want to serve
  4. Create an ad by linking your ad creative to your ad set
  5. Publish your ad to Facebook, Instagram, and Messenger

Before You Start

This guide assumes you have:

To make successful calls to all endpoints in this guide, you will need:

  • A Page access token requested by a person who can perform the ADVERTISE task on the Page
  • The following permissions must be granted a person using your app:
    • ads_management
    • pages_manage_ads
    • pages_read_engagement
    • pages_show_list

Step 1: Create an ad campaign

Start by creating your ad campaign. To do this, make a POST request to the /act_<AD_ACCOUNT_ID>/campaigns endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

NameDescription

name

string

Required.
Name for the click to WhatsApp campaign.

objective

enum

Required.
Campaign's objective.
Supported objectives are OUTCOME_ENGAGEMENT, OUTCOME_SALES, and OUTCOME_TRAFFIC.
Note: For campaigns with call prompts, objective must be OUTCOME_ENGAGEMENT.

special_ad_categories

list<Object>

Required.
Special ad categories associated with the click to WhatsApp campaign. See the Ad Campaign reference for more details.

status

enum

Optional.
Valid options are PAUSED and ACTIVE.
If this status is PAUSED, all its active ad sets and ads will be paused and have an effective status CAMPAIGN_PAUSED.

Standard Request

curl -X POST \
  -F 'name=Click to WhatsApp Campaign' \
  -F 'objective=OUTCOME_ENGAGEMENT' \
  -F 'status=ACTIVE' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/campaigns

Calling Campaign Request

curl -X POST \
  -F 'name=Click to WhatsApp Calling Campaign' \
  -F 'objective=OUTCOME_ENGAGEMENT' \
  -F 'status=PAUSED' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/campaigns

Response

On success, your app receives a JSON response with the ID of your newly created campaign.

{
  "id": "<AD_CAMPAIGN_ID>"
}

Updating

You can update a campaign by making a POST request to /<AD_CAMPAIGN_ID>.

Reading

To verify that you have successfully created a click to WhatsApp campaign, you can make a GET request to /<AD_CAMPAIGN_ID>. See the Ad Campaign reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,status,objective' \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v19.0/<AD_CAMPAIGN_ID>

Response

{
  "name": "Click to WhatsApp Campaign",
  "status": "PAUSED",
  "objective": "OUTCOME_ENGAGEMENT",
  "id": "<AD_CAMPAIGN_ID>"
}

Step 2: Create an ad set

Once you have an ad campaign, create your ad set. To create an ad set, make a POST request to the /act_<AD_ACCOUNT_ID>/adsets endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

NameDescription

bid_amount

unsigned int32

Required if bid_strategy is set to LOWEST_COST_WITH_BID_CAP or COST_CAP.
The maximum amount you want to pay for a result based on your optimization_goal.

bid_strategy

enum

Optional.
The bid strategy for this campaign to suit your specific business goals. See the Ad Campaign reference for more details.
Values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP

billing_event

enum

Required.
Must be set to IMPRESSIONS for ads that click to WhatsApp. Meta bills you when your ad is shown to people.

campaign_id

numeric string or integer

Required.
A valid click to WhatsApp campaign you wish to add this ad set to.

daily_budget

int64

Required if lifetime_budget is not set.
The daily budget defined in your account currency. Allowed only for ad sets with a duration (difference between end_time and start_time) longer than 24 hours.
Either daily_budget or lifetime_budget must be greater than 0.

destination_type

string

Required.
Set to WHATSAPP for single-destination click to WhatsApp ads.

end_time

datetime

Required when lifetime_budget is specified.
When creating an ad set with a daily_budget, specify end_time=0 or leave this field empty to set the ad set as ongoing with no end date.
Example: 2015-03-12 23:59:59-07:00 or 2015-03-12 23:59:59 PDT. UTC UNIX timestamp.

lifetime_budget

int64

Required if daily_budget is not set.
The lifetime budget of the ad set defined in your account currency. If specified, you must also specify an end_time.
Either daily_budget or lifetime_budget must be greater than 0.

name

string

Required.
The name of the click to WhatsApp ad set.

optimization_goal

enum

Required.
What the ad set is optimizing for. Depending on the campaign’s objective, the ad set may be eligible for different optimization goals.


OUTCOME_ENGAGEMENT: Engagement objective can optimize for CONVERSATIONS, and LINK_CLICKS.
OUTCOME_SALES: Sales objective can optimize for CONVERSATIONS, OFFSITE_CONVERSIONS, LINK_CLICKS, IMPRESSIONS, and REACH.
OUTCOME_TRAFFIC: Traffic objective can optimize for CONVERSATIONS, LANDING_PAGE_VIEWS, LINK_CLICKS, IMPRESSIONS, REACH, and POST_ENGAGEMENT.

promoted_object

Required.
The object this ad set is promoting across all its ads. For ads that click to WhatsApp, promoted_object has the following conditions:

Required:

  • page_id: Required. The ID of the Facebook Page.

Optional:

  • whatsapp_phone_number: The WhatsApp phone number associated with the click to WhatsApp ad set.

See Ad Set, Promoted Object for more details.

start_time

datetime

Optional.
The start time of the ad set. This field will default to the current time if no value is provided.
Example: 2015-03-12 23:59:59-07:00 or 2015-03-12 23:59:59 PDT. UTC UNIX timestamp.

status

enum

Optional.
The status of the ad set. It can be different from the effective status due to its parent campaign. This field will default to ACTIVE if no value is provided.
Values: ACTIVE, PAUSED, DELETED, ARCHIVED

targeting

Targeting object

Required.
The targeting structure of an ad that clicks to WhatsApp. See Targeting for more details.

time_start

datetime

Optional.
Interchangeable with start_time.

time_stop

datetime

Required when lifetime_budget is specified.
Interchangeable with end_time.

Visit the Ad Account Ad Set reference for the complete list of available parameters.

Request

curl -X POST \
  -H "Content-Type: application/json" \
  -d '{
    "access_token":"<ACCESS_TOKEN>",
    "bid_amount":"<BID_AMOUNT>",
    "billing_event":"IMPRESSIONS",
    "campaign_id":"<CAMPAIGN_ID>",
    "daily_budget":"<DAILY_BUDGET>",
    "destination_type":"WHATSAPP",
    "name": "<AD_SET_NAME>",
    "optimization_goal": "IMPRESSIONS",
    "promoted_object": {
      "page_id": "<PAGE_ID>"
    },
    "status": "PAUSED",
    "start_time": "<START_TIME>",
    "targeting": { 
      "geo_locations": { "countries":["US","CA"] },
      "device_platforms": ["mobile", "desktop"]
    } 
  }' \
"https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adsets"

Response

{
  "id": "<AD_SET_ID>"
}

Updating

You can update an ad set by making a POST request to /<AD_SET_ID>.

Reading

To verify that you have successfully created a click to WhatsApp ad set, you can make a GET request to /<AD_SET_ID>. See the Ad Set reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,destination_type,optimization_goal,bid_strategy,status' \
  -d 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v19.0/<AD_SET_ID>

Response

{
  "name": "Click to WhatsApp Campaign",
  "status": "PAUSED",
  "objective": "OUTCOME_ENGAGEMENT",
  "id": "<AD_SET_ID>"
}

Step 3: Create an ad creative

The ad creative allows you to add assets to your ads. To create an ad creative, make a POST request to the /act_<AD_ACCOUNT_ID>/adcreatives endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

NameDescription

name

string

Required.
The name for your ad creative.

object_story_spec

Required.
An object containing information about a message. See Ad Creative Object Story Spec for more details.


Required:

  • page_id: The ID of the Facebook Page

Optional:

  • link_data: The spec for a link page post or carousel ad
  • photo_data: The spec for a photo page post
  • text_data: The spec for a text page post
  • video_data: The spec for a video page post

degrees_of_freedom_spec

Optional.
See Standard Enhancements for Advantage+ Creative for more details.

Visit th Ad Creative reference for the complete list of available parameters.

Filling out a Page welcome message

The default message that a customer sees is "Hello! Can I get more info on this?". You can create more tailored user experiences for your ads that click to WhatsApp by customizing your ads' greeting message in the page_welcome_message field under object_story_spec.

Note: If you are using the WhatsApp message to trigger any bot flows, please make sure to work with your BSP and agencies to update it so as to ensure flows aren't disrupted.

Example

Adding autofill message with a greeting message

"page_welcome_message": {
  "type": "VISUAL_EDITOR",
  "version": 2,
  "landing_screen_type": "welcome_message",
  "media_type": "text",
  "text_format": {
    "customer_action_type": "autofill_message",
    "message": {
      "autofill_message": {
        "content": "<AUTOFILL_MESSAGE>"
      },
      "text": "<GREETING_MESSAGE>"
    }
  }
}

Adding icebreakers with a greeting message

"page_welcome_message": {
  "type": "VISUAL_EDITOR",
  "version": 2,
  "landing_screen_type": "welcome_message",
    "media_type": "text",
    "text_format": {
      "customer_action_type": "ice_breakers",
      "message": {
        "text": "<GREETING_MESSAGE>",
        "ice_breakers": [
          {
            "title": "<ICEBREAKER>"
          },
          {
            "title": "<ICEBREAKER>"
          },
          {
            "title": "<ICEBREAKER>"
          }
        ]
      }
    }
  }
}

Adding message with a call prompt

curl \
  -F 'object_story_spec={
      "page_id": "<PAGE_ID>"
      "link_data": {
     "image_hash":<IMAGE_HASH>
            "call_to_action": {
              	"type": "WHATSAPP_MESSAGE",
              	"value": {
                  	"app_destination": "WHATSAPP"
             	 }
          },
          "link": "https://api.whatsapp.com/send",
          "name": <AD_HEADLINE>",
          "page_welcome_message":
       "type": "VISUAL_EDITOR",
        "version": 2,
        "landing_screen_type": "ctwa_call_prompt",
        "media_type": "text",
        "text_format": {
          "message": {
            "text": "<MESSAGE>"", 
            "call_prompt_data": {
              "call_prompt_message": "<CALL_PROMPT_MESSAGE>"
            }
          }
        },
        "user_edit": false
      },
  https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adcreatives

Response

{
  "id": "<AD_CREATIVE_ID>"
}

Ad creative create examples

Request

curl -X POST \
  -H "Content-Type: application/json" \
  -d '{
        "name": "Sample ad creative",
        "object_story_spec": {
          "page_id": "<PAGE_ID>",
          "link_data": {
            "name": "<AD_HEADLINE>",
            "message": "<AD_PRIMARY_TEXT>",
            "description": "<AD_DESCRIPTION>",
            "image_hash": "<IMAGE_HASH>",
            "link": "https://api.whatsapp.com/send",
            "page_welcome_message": "<PAGE_WELCOME_MESSAGE>",
            "call_to_action": {
              "type": "WHATSAPP_MESSAGE",
              "value": {
                "app_destination": "WHATSAPP"
              }
            }
          }
        },
        "degrees_of_freedom_spec": {
          "creative_features_spec": {
            "standard_enhancements": {
              "enroll_status": "OPT_IN"
            }
          }
        }
      }' \
"https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/adcreatives"

Response

On success, your app receives a JSON response with the ID of your newly created ad creative.

{
  "id": "<AD_CREATIVE_ID>"
}

Creating ad creatives using Instagram content

You can also use your existing Instagram content for your ad creatives.

curl -X POST \
  -H "Content-Type: application/json" \
  -d '{
        "source_instagram_media_id": "<INSTAGRAM_MEDIA_ID>",
        "instagram_user_id": "<INSTAGRAM_USER_ID>",
        "object_id": "<PAGE_ID>",
        "call_to_action": {
          "type": "WHATSAPP_MESSAGE",
            "value": {
              "link": "https://api.whatsapp.com/send",
              "app_destination": "WHATSAPP"
            }
          }
        },
        "degrees_of_freedom_spec": {
          "creative_features_spec": {
            "standard_enhancements": {
              "enroll_status": "OPT_IN"
            }
          }
        }
      }' \
  https://graph.facebook.com/latest-api-version />/act_<AD_ACCOUNT_ID>/adcreatives

Updating

You can update an ad creative by making a POST request to /<AD_CREATIVE_ID>.

Reading

To verify that you have successfully created a click to WhatsApp ad creative, you can make a GET request to /<AD_CREATIVE_ID>. See Ad Creative for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,object_story_spec{link_data{call_to_action,page_welcome_message}}' \
  -d 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v19.0/<AD_CREATIVE_ID>

Response

{
  "name": "Sample ad creative",
  "object_story_spec" {
    "page_welcome_message": {
      "type": "VISUAL_EDITOR",
      "version": 2,
      "landing_screen_type": "welcome_message",
      "media_type": "text",
      "text_format": {
        "customer_action_type": "autofill_message",
        "message": {
          "autofill_message": {
            "content": "Sample autofill message"
          },
        "text": "Sample greeting message"
        }
      }
    }
  },
  "id": "<AD_CREATIVE_ID>"
}

Step 4: Create an ad

Ads allow you to associate ad creative information with your ad sets. To create an ad, make a POST request to the /act_<AD_ACCOUNT_ID>/ads endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

NameDescription

name

string

Required.
The name for your ad.

adset_id

numeric string or integer

Required.
The ID of the ad set.

creative

Required.
The ad creative to be used by this ad. You may supply the creative_id of an existing ad creative or create a new ad creative by including all required fields. See Ad Creative for more details.

status

enum

Required.
The configured status of the ad.
Values: ACTIVE, PAUSED, DELETED, ARCHIVED

Request

curl -X POST \
  -H "Content-Type: application/json" \
  -d '{
        "name": "Sample ad",
        "adset_id": "<AD_SET_ID>",
        "creative": {
          "creative_id": "<AD_CREATIVE_ID>"
        },
        "status": "PAUSED"
     }' \
  "https://graph.facebook.com/v19.0/act_<AD_ACCOUNT_ID>/ads"

Response

{
  "id": "<AD_ID>"
}

Updating

You can update an ad by making a POST request to /<AD_ID>.

Reading

To verify that you have successfully created a click to WhatsApp ad, you can make a GET request to /<AD_ID>. See the ad reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=status,adset_id,campaign_id \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v19.0/<AD_ID>

Response

{
  "status": "PAUSED",
  "adset_id": "<AD_SET_ID>",
  "campaign_id": "<AD_CAMPAIGN_ID>",
  "id": "<AD_ID>"
}

Step 5: Publish your Ad

Verify your ad exists in Ads Manager. When you are ready to publish your changes, select your campaign, the ad set for the campaign, and the ad, and click the Publish button.

You can also publish your ad using the API. Simply send a POST request to /<AD_ID> with the status parameter set to ACTIVE where <AD_ID> is the ad you want to publish.

Your ad will be reviewed by Meta, and the status will be PENDING_REVIEW. Once approved, the status will automatically update to ACTIVE, and your ad will be delivered.