Meta Business Help Centre

About ads that click to message

The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

Ads that click to message send people who click on your ads directly into conversations with your business in Messenger, Instagram or WhatsApp. You can select multiple messaging app destinations (where your conversation will take place) such as Instagram and WhatsApp, while creating your ad. This allows you to reach people on the app where a conversation is most likely to happen.

Placements and destinations

Your ad budget will be shared among the destinations you choose based upon the likelihood of a conversation. When someone sees your ad, they will see which messaging app they will be sent to prior to tapping on the ad.

Note: If someone doesn't have a certain app installed, we may show your app on another destination. For example, if someone doesn't have WhatsApp installed, they may be sent to Messenger instead.

Destinations will affect the placements of your ad. Placements refer to the platforms on which your ads are shown, such as Facebook or Instagram. For example:

  • Ads that click to Messenger can be shown on Facebook, Messenger and Instagram
  • Ads that click to Instagram can be shown on Instagram
  • Ads that click to WhatsApp can be shown on Facebook and Instagram

You will receive messages in the inbox of the destination that you select. You can set up your Page inbox to receive Instagram and Facebook messages together, but WhatsApp messages will only be shown in your WhatsApp Business inbox.

Creating your ad and message

During ad creation, you'll create both the ad and the message experience people see after they click on your ad.

The ad experience and features will differ based on its destination and placement. For example, when you select certain ad options, such as automated responses or lead generation, they will only be shown within Messenger, and certain placement options will not support features such as greetings or automated responses.

Learn more

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More in this section: OBJECTIVES

About ads that click to MessengerAbout ads in MessengerAbout sponsored messagesAbout lead generation in Instagram and Messenger
Ads that click to Messenger from your PageAds that click to Messenger in Ads ManagerAds that click to Instagram Direct in Ads ManagerAds that click to WhatsApp in Ads ManagerAds that click to WhatsApp from your PageAds in Messenger StoriesCreate a sponsored messageCreate a new template for ads that click to Messenger or WhatsAppCreate questions for your leads campaign in Messenger adSelect an existing template for ads that click to Messenger or WhatsApp
Best practices for ads that click to Messenger
About insights for the Messages objectiveTroubleshoot your Messenger block rate

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