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CRM AND SALES
Click-to-WhatsApp ad (CTWA)
A click-to-WhatsApp (CTWA) ad is a Facebook or Instagram ad with a Send Message button that opens a WhatsApp conversation with the business, often with a prefilled message. Conversations that start from a CTWA ad carry referral data (ad ID, campaign, headline, creative), open a 72-hour free messaging window instead of 24 hours, and are the fastest-growing lead source on Meta.
ad referralconversions apilead sourceclick to whatsapp ads
Why it matters
CTWA ads turn ad spend into conversations rather than form fills, which convert better and cost less per lead in most Indian categories. The 72-hour free window means the whole qualification can happen without a template charge, and the referral data lets you report cost per lead and per booking by ad, and send purchases back to Meta for optimisation.
In VGraple CRM
Ad referrals are captured on the conversation and lead with campaign and ad details, flows can trigger on a specific ad, source reports show leads and revenue per ad, and the Conversions API sends purchase events back to Ads Manager. The CTWA feature page covers setup in Ads Manager.
Related terms
Ad referral, Conversions API, Lead source, Service conversation.