Meta wants to enable companies to run WhatsApp Business ads on Instagram and Facebook. We explain how this works, and why this can be useful for your business.
In the past months, Meta has launched several updates for businesses on its social media platforms. For example, businesses can now have WhatsApp channels for broadcasting information to their followers. And apparently, Meta is also working on a messaging upgrade for the WhatsApp Business App where small businesses will have access to a new pay feature to send out one-to-many messages.
Clearly, WhatsApp is trying to monetize its 200 million global WhatsApp Business users! And that's where another new feature comes in: WhatsApp Business ads on Instagram and Facebook.
Launching WhatsApp Business ads on Instagram and Facebook
As Mark Zuckerberg just announced, both on Meta's Instagram channel and on Facebook, you'll soon be able to advertise your WhatsApp Business profile on Meta's other platforms.
Apparently, businesses won't even need a Facebook account for this! As Zuckerberg explains, with the new ads, businesses can use this new marketing opportunity "to find and connect with new customers, without needing a Facebook account."
How to set up a WhatsApp Business ad
Meta hasn't launched the feature yet, so we still don't have all the details about the setup of the ads. As of now, it looks like you can do it directly within the WhatsApp Business App.
According to screenshots shared by Meta, the ad setup will be available as a new option for businesses under the home tab. Once you set up your ad, you can then select if it should be displayed on Facebook or Instagram.
Users that click on these ads, will end up in your WhatsApp chat. As a business owner, you only need a valid e-mail and a payment method to publish the ad.
What's the difference to click-to-chat ads?
Running WhatsApp ads on Instagram and Facebook isn't completely new. You can already set up click-to-WhatsApp ads.
So, what's the difference?
For one, for the current click-to-WhatsApp ads, you need to have a Facebook profile, as you set up the click-to-chat ads in the Business Manager. Second, depending on the version of WhatsApp Business that you use, there are different tools, automations, and analytics you can access (which, at this point, don't seem to be included in the new WhatsApp Business ads). Third, in some cases, you can message customers for 72 hours for free after they contact you through a click-to-chat ad. It's unlikely that you'll have this advantage through the new simple ads.
In other words, the new ads make it easier for companies to get started with WhatsApp ads, but might lack some options.
What do the ads cost?
So far, Meta hasn't announced the pricing for the ads. As businesses need a payment method to use them, they probably won't be a free feature on the otherwise free business app.
Together with the new option to send one-to-many bulk messages on the WhatsApp Business App, WhatsApp is therefore now launching two paid features on the Business App.
As WhatsApp has already introduced a subscription model in 2022, it's possible that these pay features will at some point be part of the WhatsApp subscription.
Benefits of WhatsApp ads
If you use WhatsApp in your customer communication, ads are one of the most prominent ways to let your customers know that they can reach you on WhatsApp. As the business directory isn't available globally yet, advertising your WhatsApp contact is one of the most effective methods to guide users to your WhatsApp chats.
From here, you can assist customers, send them promotions, use WhatsApp for marketing, and even as a sales tool, and benefit from conversion rates of up to 90%!
The fact that it'll soon be even easier to promote your WhatsApp Business contact, is a big advantage for businesses.
Keep in mind, though, that the WhatsApp Business App is still very limited in its business capabilities (no automation, for example!), only works with one smartphone, and also doesn't comply with data protection laws. It's truly only meant for small businesses with up to five employees. So, if you want to scale your business with WhatsApp, the WhatsApp Business API is probably the better choice!
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