2026 guide to create ads that click to WhatsApp with Twilio

There are lots of ways to invite customers into WhatsApp (deep links, QR codes, packaging) but Click‑to‑WhatsApp ads on Facebook and Instagram are one of the fastest. Sixty‑four percent of consumers say they’re likely to message a brand directly from an ad, so meeting them in‑thread can boost discovery and drive real conversations. With Twilio, you can do more with every click: automate the first reply, capture campaign context, measure performance, and even offer a voice call right from WhatsApp.

What are Ads that Click to WhatsApp? Click‑to‑WhatsApp ads are Facebook or Instagram ads that open a WhatsApp conversation with your business when someone taps. People spend hours every month on these apps, so these ads put your brand where customers already are, it is a great opportunity to promote your Brand and nurture the top of the marketing funnel. Creative that looks like a WhatsApp chat tends to earn higher engagement because it makes the call to action crystal clear.

Why use Ads that Click to WhatsApp?

• Reach new customers: Show up on Facebook and Instagram and move interested people straight into a WhatsApp thread.

• Improve satisfaction: WhatsApp is the most popular messaging app in 180+ countries, and 175M people message a business every day.

• Increase ROI: A Forrester Consulting study commissioned by Meta found businesses using WhatsApp saw a 94% lift in conversion rates and a 92% drop in average cost per lead.

• Reduce costs: Conversations that start from Click‑to‑WhatsApp ads are user‑initiated. Meta waives the WhatsApp conversation fee for 3 days after the first message when started from an ad entry point.

• Proven results: Universidad UK used Twilio to add WhatsApp voice calling and saw a 1.5‑point lift in lead reply rate and 2x higher conversion from leads generated by ads that click to WhatsApp vs. other sources. Results are self‑reported and will vary.

• Take advantage of 72h for reply to your user with zero Meta cost. The Ads that clicks to whatsapp open a 72h window for the Brand to reply to users ' questions.

Why create these ads with Twilio

• Easy connection: Use your existing Twilio WhatsApp sender with Meta’s click‑to‑message campaigns.

• Automate the first mile: Build a triage bot in Twilio Studio to greet, qualify, and route every ad click in seconds.

• Measure what matters: Twilio webhooks now include ReferralCtwaClid (Meta’s click ID). Send it to Segment via Event Streams and include it as ctwa_clid in Meta’s Conversions API to attribute outcomes and optimize targeting.

• Escalate to voice when it counts: Add WhatsApp Business Calling with Twilio Voice so high‑intent customers can tap to call without leaving the chat.

Prerequisites

• A Meta Business Manager with access to Ads Manager

• Admin access to your Facebook Page

• A phone number provisioned as a WhatsApp sender with Twilio

• Optional: a Twilio Studio flow, Event Streams, and a Segment workspace

Part 1: Connect your Facebook Page and WhatsApp account Meta requires a Facebook Page connected to a WhatsApp account for click‑to‑message ads.

• On your Page, go to Settings > WhatsApp and request a code.

• Retrieve the code in Twilio Console: Monitor > Logs > Messaging.

• Enter the code back on Facebook to complete the connection. Important: If you haven’t used Twilio’s Self‑Signup, WhatsApp may require Twilio to approve the connection of your sender to your Page. Open a Twilio support ticket as soon as you request the connection and include your Page name and WhatsApp number.

Part 2: Create and launch the ad

• In Meta Ads Manager, create a campaign. For WhatsApp, choose Traffic, Engagement, or Sales.

• In Conversion details, set Conversion location to Messaging app, Ad type to Click to message, select your Facebook Page, and choose WhatsApp. Your connected number will appear.

• Add creative, copy, a message template, tracking, and publish. Tip: Use creative that looks like a WhatsApp chat to set expectations and lift CTR.

Part 3: Get more from every click with Twilio

• Build a Studio bot to triage

• Use Studio to greet users, ask qualifying questions, and route to sales or support based on intent.

• Add tracked links or “quick reply” options to speed up conversion and capture signals.

1. Capture the Click ID for attribution

• Twilio’s inbound WhatsApp webhook for ads includes ReferralCtwaClid, the Meta‑generated click ID for the conversation.

• Forward this value to Segment using Event Streams and send it to Meta’s Conversions API as ctwa_clid when a downstream event happens (e.g., lead created, demo booked, purchase).

• Recommended flow:

  • Parse ReferralCtwaClid from the inbound webhook/Event Streams payload.

  • Store it with the user/session in your CRM or data warehouse.

  • Include ctwa_clid on your Conversions API payload to close the loop and improve campaign optimization.

Example mapping

• Twilio webhook: ReferralCtwaClid=abc123

• Conversions API: ctwa_clid=abc123

2. Add WhatsApp voice calling for high‑intent leads (optional)

• Enable WhatsApp Business Calling with Twilio Voice so a rep can offer “Call now” within the thread.

• Great for sales, enrollment, and scheduling when a quick call beats a long back‑and‑forth.

• Universidad Uk used this approach and reported higher reply rates and longer call duration from WhatsApp leads than traditional voice.

3. Measure and iterate

• Track time‑to‑first‑reply, qualification rate from Studio, calls completed from WhatsApp, cost per conversation, and revenue per ctwa_clid.

• Use Segment to build audiences for retargeting based on bot responses and outcomes.

FAQs and notes

• Any WABA—BSP‑managed or brand‑managed—can be used for click‑to‑message ads.

• If your sender is older or managed through certain flows, you may need Twilio approval to connect to your Facebook Page (open a support ticket).

• Ads that start a WhatsApp conversation qualify as user‑initiated; Meta currently waives the conversation fee for 72 hours from the first message when started from an ad entry point.

Get started - create your first Click‑to‑WhatsApp ad, wire a Studio bot, and pass ReferralCtwaClid to Segment so you can optimize with Meta’s Conversions API. If you want help mapping the flow or adding WhatsApp Business Calling, reach out to your Twilio account team.