Click-to-WhatsApp ads (CTWA) are the fastest-growing ad format on Meta platforms. They let potential customers in Brasil start a WhatsApp conversation with your business directly from a Facebook or Instagram ad — no landing page needed.
What Are Click-to-WhatsApp Ads?
CTWA ads show in Facebook and Instagram feeds with a "Send WhatsApp Message" button. When someone taps it, they land in a WhatsApp chat with your business. The cost per lead is typically 2-5x lower than traditional landing page ads because there is zero friction — no form to fill, no page to load.
How to Set Up CTWA Ads
You need a Facebook Page linked to a WhatsApp Business account (not the personal app). In Meta Ads Manager, create a campaign with the "Messages" objective. Select "WhatsApp" as the messaging platform. Upload your creative, set your audience targeting, and choose a budget. Most businesses in São Paulo start with $5-10/day.
Best Practices for Brasil
Use local language and cultural references in your ad copy. Mention local payment methods like PIX to build trust. Run campaigns during peak seasons like Carnaval, Black Friday, Natal. Set up an AI auto-reply so leads get an instant response — even outside Seg-Sex 9:00 - 18:00 BRT.
Measuring CTWA Performance
Track conversations started, response time, and conversion rate. App-ening provides ROAS tracking that connects ad spend to actual revenue. Tag contacts from CTWA ads automatically for segmented follow-ups.
Automating CTWA Follow-ups
Set up a welcome flow that triggers when someone messages from a CTWA ad. Collect their name, need, and contact details. Route to the right team member. Send a follow-up sequence if they don't convert immediately.
Principais Benefícios para Empresas no Brasil
- 98% de taxa de abertura (vs 20% do email) — suas mensagens são realmente lidas
- Lembretes e follow-ups automáticos reduzem faltas em 60%
- Campanhas em massa personalizadas geram 3x mais engajamento
- Aceite pagamentos via PIX, cartão, transferência bancária direto no WhatsApp
- Assistente de IA atende 60-70% das consultas 24/7 — sem equipe extra
- Caixa de entrada da equipe permite que vários atendentes compartilhem um número profissionalmente
- Teste grátis de 14 dias — sem cartão de crédito