Meta is expanding WhatsApp advertising by enabling advertisers to use click-to-message ads that link to WhatsApp Status updates instead of direct message chats. This enhancement builds on the WhatsApp Status ads introduced in June, which show promotions between full-screen updates from friends. Advertisers can now combine click-to-message ads from Facebook and Instagram with WhatsApp Status placements, directing users to chat with businesses on WhatsApp.
Key Features and Impact
- Ads appear in the Updates tab, separate from personal chats and calls.
- This integration aims to boost engagement on WhatsApp, which has 100 million U.S. users.
- The effectiveness of click-to-message ads could strengthen Meta's overall connection strategies.
Limitations
- WhatsApp Status ads are not yet available in all regions, restricting access for some advertisers.
