What is Click to WhatsApp
Click to WhatsApp is an advertising format provided by Meta. When users see an ad on Facebook or Instagram and click the call-to-action button, they are redirected directly to WhatsApp to start a conversation with the business.
Its core purpose is to drive advertising traffic from Meta platforms directly into WhatsApp, enabling businesses to quickly connect with potential customers and improve inquiry and conversion efficiency.
Product Objectives of Click to WhatsApp
Increase Ad Conversion Rates
Users can enter WhatsApp directly from the ad to make inquiries, shortening the purchase journey and improving conversion rates.
Build Private Traffic Assets
After clicking the ad, users become WhatsApp contacts, enabling long-term engagement and remarketing.
Establish a Data Closed Loop
Conversation and conversion events can be sent back to Meta, enabling ad optimization and more precise targeting.
Improve Customer Experience
No need to jump to a website or fill out forms—customers communicate through a familiar chat interface.
Configuration Steps
When a customer completes Embedded Signup in NXLINK, a corresponding Dataset will be created for that WABA.
For existing customers, once the ad account binding is completed, if a user sends a message to the corresponding WABA, a Dataset will be automatically created for that WABA.
Dataset naming format: WABA_DATASET_{waba_id}
1. Bind Ad Account to NXLINK via Embedded Authorization
Path: Reports → CTWA → Bind Ad Account
-
Click to enter the embedded authorization page
-
Select the ad account to bind (the corresponding Meta portfolio must include both a Page and an Ad Account)
-
Binding completed (the platform will automatically sync ad information to NXLINK)
2. Go to Meta Ads Platform
2.1 Create an Ad Campaign
-
Enter the campaign name
2.2 Create an Ad Set
Connect Facebook Page and WhatsApp Number
-
Click Connect Account to bind the WhatsApp number
-
Configure budget, audience, placements, etc.
2.3 Create an Ad
-
Select the ad format (image or video)
3. Event Tracking
NXLINK – WhatsApp Events
-
Reply
-
Keyword
-
Add Tag
Meta – Conversion API Events
-
ViewContent
-
QualifiedLead
-
Purchase
- LeadSubmitted
Customers can define their own mappings and send events to the corresponding WABA Dataset via the Conversion API.
Event Mapping Example
| NXLINK Event | Meta Conversion API Event | Dataset Toggle | Count | Actions |
|---|---|---|---|---|
| Reply | ViewContent | When enabled, events are sent to the Dataset via Conversion API. When disabled, no data is sent. | Displays the number of matched events | Once created, cannot be edited. Supports deletion. |
| Keyword | QualifiedLead | When enabled, events are sent to the Dataset via Conversion API. When disabled, no data is sent. | Displays the number of matched events | Keywords can be edited after creation. Supports multiple keywords (OR logic). |
| Add Tag |
LeadSubmitted |
When enabled, events are sent to the Dataset via Conversion API. When disabled, no data is sent. | Displays the number of matched events | Tags can be edited after creation. Supports multiple tags (OR logic). |
Additional Features
-
“Data” Button
View detailed customer information that matched the event. Supports filtering by time range and exporting data. -
“Add Event” Button
Up to 5 events can be created. -
“Refresh” Button
Refreshes the displayed matched event counts.
Test Event Tracking:
On the ad page, click the Share button in the top-right corner → Share a link.
Then complete the following steps on mobile:
-
Copy the link and open it in a browser
-
Swipe right and tap Show ad
-
Redirect to Facebook
-
Scroll down to find the corresponding ad
-
Click CTWA
-
Redirect to WhatsApp to start a chat
Event triggering only applies to actions taken within 72 hours after each click. Actions occurring after the 72-hour window will not be recorded.
After data transmission is completed, you can view event delivery status in Ads Manager → Events Manager.
4. Ads Optimization Reference
Please bind the ad account with the dataset in Meta Events Manager and start using the events from this dataset.
Optimize subsequent ad delivery based on the Performance Goal：
For Leads Events: https://www.youtube.com/watch?v=nD4kcP6frL4
For Purchase Events: https://www.youtube.com/watch?v=9O2emQZxenI