In short: A Click-to-WhatsApp (CTWA) ad is a Facebook or Instagram ad that opens a WhatsApp chat with your business. If you reply within 24 hours, Meta charges nothing for your messages in the next 72 hours, including templates. Mumble saves the ad details on the customer card so you know where each lead came from.
Set up the ad
You create the ad in Meta Ads Manager, not in Mumble. First, link your WhatsApp number to your Facebook Page, otherwise WhatsApp won’t appear as a destination.
- In Ads Manager, create a campaign. Engagement is the most common objective.
- Set the conversion location to Messaging apps and choose WhatsApp.
- Choose the WhatsApp number that is connected to Mumble.
- Set audience, budget and ad format.
- Add a pre-filled message or a few suggested questions, so the customer knows what to write.
- Publish.
Give a new campaign 7 to 14 days before judging it, and avoid big changes in the first days.
What Mumble saves
When a customer writes from the ad, the chat arrives in the Inbox like any other. Mumble automatically:
- Saves on the customer card: source “Facebook”, medium “Ad”, the ad headline as the campaign, the ad text, the ad ID, the ad link and the click ID.
- Adds the customer to the WhatsApp FB Campaign list.
Ad set, placement and campaign ID are not filled from these ads. For leads that come through your website, use Mumble Tracker.
Answer leads right away
The customer wrote first, so the 24-hour window is open and you don’t need a template to reply.
- Chatbot: a welcome message that mentions the ad’s offer, with 2-3 buttons such as “Tell me more” and “I want to buy”.
- Dolores AI: answers open questions about the offer.
- Agent: take over leads that are ready to buy.
Replying quickly also keeps the 72-hour free period. A CTWA chat is not consent for future marketing, so ask in the chat: “Would you like updates and offers on WhatsApp?” and add those who say yes to a list.
What you pay
- The ad: your ad budget in Ads Manager.
- Your messages for 72 hours: no Meta fee, if you replied within 24 hours.
- After 72 hours: normal Meta pricing. See Paying Meta and WhatsApp Messaging Costs.
Meta doesn’t deliver marketing templates to US (+1) numbers.
Common questions
WhatsApp doesn’t appear as a destination in Ads Manager
Your WhatsApp number isn’t linked to your Facebook Page. Link it in the Page settings or in Meta Business Manager.
People click the ad but no chats arrive
Check that the ad uses the number connected to Mumble. A chat only starts when the customer actually sends the message.
A chat arrived without ad details
Some customers open the chat in a way that doesn’t carry the ad data. Most CTWA chats include it, but not all.
Meta charged me for messages to a CTWA lead
Check that the customer came from the ad, that you replied within 24 hours, and that the messages were sent within 72 hours.