200 “Hi”s and no replies
A Kannur interior designer got 200 WhatsApp chats in a week from a ₹7,000 campaign. Most said only “Hi” or asked the price, then went silent.
Nobody replied for hours, and there was no greeting or quick question to qualify them.
They added a pre-filled message, an instant greeting with three quick-reply options (budget, room, city) and a 10-minute reply rule. Chats fell to 140, but site visits doubled.
Illustrative example based on a common pattern in Kerala e-commerce accounts. Numbers rounded.
What click-to-WhatsApp ads are
In Ads Manager, choose a messaging destination with WhatsApp under the Engagement, Leads or Sales objective, and connect your WhatsApp number to the Page.
With the WhatsApp Business Platform you can connect a CRM, tag leads by ad, and send purchase or lead events back to Meta. Meta has made replies within 72 hours of an ad click free (free entry point); check current WhatsApp pricing for template messages.
Cost per qualified chat = ad spend × 1.18 ÷ chats that answered your qualifying questions
Click-to-WhatsApp setup check
Check your click-to-WhatsApp setup before scaling.
0 of 5 done (0%)
Big gaps. Start with the first unticked item; each one is a quick win.
Stuck on one? Join the community and post it for doubt-clearing.
Business app vs Business Platform (API)
| WhatsApp Business app | WhatsApp Business Platform |
|---|---|
| Free, on one phone (plus linked devices) | Through a provider, many agents |
| Manual replies and labels | Chatbots, routing and CRM sync |
| Limited tracking | Ad-level tracking and events back to Meta |
How experienced marketers use Click-to-WhatsApp ads
1. Courses, clinics and real estate
People want to ask questions before they commit.
2. Local retail
Product enquiries, stock checks and orders on chat.
3. High-ticket services
Qualify by budget and need before a call.
What good looks like
| Business type | Starting rule | Why |
|---|---|---|
| Cost per conversation (Kerala) | ₹15–₹80 | Starting rule; depends on audience and offer. |
| Reply time | Under 10 minutes | Biggest driver of conversion. |
| Qualified chat rate | 30–60% | Lower means weak targeting or no qualification. |
When the number lies
- Conversations started ≠ leads
- Many chats are a single “Hi”. Count chats that answer your questions.
- Sales happen offline
- Without CRM tracking, Meta can’t see which chats bought.
Mistakes to avoid
No greeting or quick replies
People drop off after “Hi”.
Slow replies
Leads go to competitors who reply first.
Judging on cost per conversation
Cheap chats, no sales.
Related terms
Questions people ask about click-to-WhatsApp ads
What are click-to-WhatsApp ads?
Facebook and Instagram ads that open a WhatsApp chat with your business when tapped.
Do I need the WhatsApp Business API?
Not to start. The free Business app works for small volumes; the API adds automation, multiple agents and better tracking.
Are WhatsApp replies free after an ad click?
Meta’s free entry point rule makes messages within 72 hours of an ad click free; template messages outside that window are charged.
How do I track sales from click-to-WhatsApp ads?
Log chats in a CRM with the source ad and send lead or purchase events back to Meta through the Conversions API.
Put it into practice
- SOP 328: Run Click-to-WhatsApp Ads and Track Real Leads →
- SOP 308: Track WhatsApp, Call and Outbound Link Clicks with Google Tag Manager →
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