Message assets, also known as Whatsapp extensions, are a new ad asset that allows customers to start a conversation with the advertiser using Whatsapp directly from an ad. This feature was first spotted live in April and later confirmed by Google through a help page article.

Whatsapp extensions can be used in Search campaigns or Performance Max campaigns. They enable customers to initiate a conversation with advertisers directly through Whatsapp, providing a seamless communication channel within the ad itself.

As of now, Message assets aka Whatsapp extensions are available only in Brazil and India. They are integrated into Google Ads and can be utilized in specific campaign types to enhance customer interaction.