New age Ad targeting from Meta for D2C: CTWA (Click-to-WhatsApp Ads)

This post discusses the innovative Direct-to-Consumer (D2C) marketing strategy of Click-to-WhatsApp Ads (CTWA), which is transforming the way brands engage with their customers.

In today's digital age, Direct-to-Consumer (D2C) brands are taking centre stage, bypassing traditional distribution channels to connect with customers directly. As the D2C landscape is ever-evolving, marketers constantly seek innovative strategies to reach and engage effectively with their target audience.

One such strategy that has gained significant traction is hyper-targeted marketing. Let us look at how Click-to-WhatsApp Ads (CTWA) are transforming D2C brands on WhatsApp.

The “New age Ad-targeting” we are referring to, depends on 3 things…

1. The ability to Visualise your data

  • Identify dependencies and patterns. 
  • Easily visualise your data. 
  • Use various graphs, charts, and other visuals to quickly identify trends.

2. To bridge eCommerce data & marketing data in real time

The insight and data you need to maximise the impact of your business begins with the balance of sales info and marketing info - and with the real-time purchase data, the corresponding efficiency of marketing campaigns can be evaluated.

Examples of aiding real-time eCommerce platform data

  • Location based efficacy data
  • Inventory based messaging
  • Device/demography etc based optimisation

3. Monitor hot areas at-a-glance, live 24/7

Critical performance indicators at-a-glance in general like OR & CTR are important.

And with an intuitive dashboard, you'll have access to an array of even more actionable information per campaign.

How ‘Click to WhatsApp Ads (CTWA)’ maximises the 3?

CTWA is a love triangle between…

  1. Real-time Data from across platforms
  2. Workflow Automation for WhatsApp
  3. Optimisation through analysis

What is Click to WhatsApp Ads

Click to WhatsApp Ads, often abbreviated as CTWA WhatsApp, are a type of advertising format offered by WhatsApp, the popular messaging platform owned by Facebook. These ads allow businesses to connect with their customers directly through WhatsApp. When users click on these ads, they are directed to a chat window within WhatsApp, where they can communicate with the business, ask questions, make inquiries, or even initiate a transaction.

CTWA WhatsApp ads are typically displayed on Facebook, Instagram, or other digital platforms where Facebook's advertising network operates. They are particularly effective for businesses that want to engage with customers in a more personalized and direct manner, leveraging the popularity and convenience of WhatsApp as a communication channel.

How CTWA redefines the way you connect with your customers? 

While social media has had its time in the spotlight, Click-to-WhatsApp is the new player in town that's turning heads and reshaping the D2C marketing landscape. 

Here is how it helps you connect with your customers better:

  • Personalisation on Overdrive
  • Engagement: The Secret Ingredient
  • Seamless Journeys: Making Dreams Come True

Click-To-WhatsApp-Ads: Transforming D2C Marketing

WhatsApp has a massive user base from all ages and walks of life, hence, high engagement rates. It has emerged as a powerful platform for D2C marketing. Click-to-WhatsApp takes this potential to the next level by allowing brands to connect with their audience directly through personalised conversations. CTWA feature enables users to initiate a chat with a brand by simply clicking on an ad, leading to real-time engagement and seamless customer experiences.

One of the advantages of CTWA is its ability to facilitate personalised customer engagement.

By initiating conversations on WhatsApp, D2C brands can provide immediate assistance, answer queries, and guide customers through their purchase journey. This direct and interactive approach helps build trust, enhances the customer experience, and drives sales and conversions.

How Does WhatsApp Drive Customer Engagement and Revenue?

  • The average consumer opens WhatsApp around 23-25 times per day.
  • WhatsApp has a user base of 487 million in India and 2 billion worldwide.
  • A daily lead generation of 200-300 using WhatsApp.
  • Messaging apps, including WhatsApp, make 55% of consumers feel more connected to a brand.
  • Campaigns conducted on WhatsApp see a high CTR of 45-50%.
  • 38% of consumers make purchases only after chatting with a business on WhatsApp.
  • Customers that engage in chat on WhatsApp spend 60% more per purchase than those who don't.

Best Practices for Implementing CTWA in D2C Marketing Strategies

To make the most of CTWA campaigns and drive results, D2C brands should follow these best practices:

  • Target Audience Identification and Segmentation:

Understanding your target audience is crucial for effective CTWA campaigns. Analyse customer data and demography to identify the key characteristics, preferences, and behaviours. Segregating your audience into specific groups can create highly relevant and targeted CTWA ads. This personalised approach increases the impact and engagement of your campaigns, ultimately driving better results.

  • Compelling Ad Creatives:

Capture attention and entice users to start a conversation with visually appealing and compelling ad creatives. Use eye-catching visuals and concise messaging to convey your brand's value proposition. A strong call-to-action (CTA) encourages users to take the next step and engage with your brand. Remember, a compelling and concise ad is more likely to drive user interaction and initiate conversations.

  • Optimization for Engagement and Conversion:

Continuously monitor and optimise CTWA campaigns for better engagement. Track metrics like click-through rates, chat initiation, and response rates. Analyse data to make informed decisions and improve campaign performance. Implement conversion tracking to measure the impact on Sales and ROI. Fine-tune strategies and allocate the budget wisely based on campaign effectiveness.

​How to measure Campaign Success with these Ads?

​CTWA can be run on: 

  1. ​Facebook news feed
  2. ​Facebook marketplace 
  3. ​Instagram feed 
  4. ​Instagram explore 
  5. ​Facebook stories 
  6. ​Instagram stories

​And all these can be analysed and optimised!

The 'Ads & Measurement API' provides a comprehensive suite to help you optimise your clients' usage of WhatsApp.

With this API, businesses can automate key processes, track usage statistics, and receive real-time updates on lead conversion statuses.

Future Outlook: CTWA and the Evolution of D2C Marketing

As we look to the future, Click-to-WhatsApp Ads are poised to play a pivotal role in the evolution of D2C marketing. Here are two key aspects that will shape the future of CTWA and its impact on D2C brands:

Integration of AI and Chatbot Technologies:

AI-powered chatbots enhance D2C marketing on WhatsApp, delivering personalised experiences, instant assistance, and increased conversions

These intelligent chatbots revolutionise customer interactions by providing recommendations, answering queries, and facilitating transactions within the messaging platform. With advancements in AI, chatbots understand natural language and context, enabling seamless and personalised interactions 24/7.

Emerging Trends: Augmented Reality (AR) and Voice Commerce

Beyond AI and chatbots, emerging technologies like augmented reality (AR) and voice commerce hold immense potential for transforming D2C marketing on WhatsApp.

  • Augmented Reality (AR): AR allows users to visualise products in their real-world environment, enhancing the online shopping experience. D2C brands can leverage AR within CTWA campaigns to let users virtually try products, analyse how they fit in their homes, or experience products in interactive ways. It would promote engaging shopping experiences that drive confidence and conversions.
  • Voice Commerce: With the rise of voice assistants and smart speakers, voice commerce is becoming a significant trend in the D2C market. Integrating voice commerce capabilities into CTWA campaigns enables customers to make purchases, place orders, and access information through voice commands on WhatsApp. Brands can leverage voice-activated CTWA ads to provide a seamless and convenient shopping experience for customers allowing them to interact and transact using their voice alone.

These emerging trends signify the future of CTWA and its potential to revolutionise D2C marketing on WhatsApp


A customer browses your website or interacts with your social media platforms and boom! CTWA steps in, providing personalised product recommendations based on their behaviour.

That results in a cohesive and unified experience that leaves a lasting impression.

End-goal: To make Data-driven decisions to improve campaigns & increase ROI.

Do you want your customer to have the experience of a lifetime?

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