Since last year, Meta has put an important focus on providing tools for one of the biggest challenges for companies: obtaining leads (prospects of potential customers).

For any organization, attracting these leads and generating opportunities is essential as part of the lifecycle of its portfolio and business model. This is why most spend significant budgets on online and offline marketing in order to navigate the funnel to capture new leads. This funnel, which we have already seen in previous articles, begins with brand building through extensive visibility campaigns, followed by recognition and progressive comparison, with the ultimate goal of obtaining contact information and subsequent proposal to the potential customer. In this way, leads can be guided along their journey, from first contact to conversion, and ideally culminating in subsequent customer loyalty.

However, getting that lead to become a customer is a challenge. That is why Meta is making valuable efforts to support companies. Click to WhatsApp is an innovative solution that joins the versions already available for Instagram and Facebook.

How does Click to WhatsApp help to get new leads?

Meta’s proposal is that companies have the ability to develop advertising campaigns that are deployed through its various channels, such as Facebook, Instagram and Messenger. These ads will be segmented according to the company’s specific needs within Meta’s extensive database. In addition, these ads will feature a crucial detail: a call-to-action button that will allow users to be referred and interact directly with the company through WhatsApp.

In this way, the user will no longer click on an ad to go to the advertiser’s website or to a product landing page to self-manage, but will go directly to a WhatsApp conversation just as they would if they wanted to talk to another user. The goal of this arrival to WhatsApp is to build an interactive, robust experience that concludes with a lead who has felt considered by the company, delivering more complete information about their commercial concern.

Roughly speaking, we can highlight the following benefits of implementing Click to WhatsApp:

• Shorten the customer journey: audiences can contact companies directly through WhatsApp, which can help speed up the buying process.

• Enable more personalized engagement: it is possible to interact with businesses through a channel they are already familiar with in usage and communication.

• They are easy to create and manage: businesses can create and manage Click to WhatsApp ads through the Meta Ads Manager, focusing on the customer experience.

But that’s not all, in this process the company can choose whether to refer the attention to its agents or bots integrated with AI, through the integration solutions of a Meta Business Partner.

At OneMarketer, we have tools such as Social CX or Bot Manager that can help you in your customer service strategy and in the management of teams and user-facing responses from the moment the leads are referred from Click to WhatsApp.

In this way, we achieve that the client contacts the company quickly, generating a fluid and efficient funnel for both the advertiser and the person who is quoting or inquiring about a product or service.

Saving time and generating more efficient links is one of Meta’s greatest challenges for 2024. At OneMarketer we want to help you go even deeper into these tools and support you in the growth of your organization and lead generation.

Would you like to learn more about this or other Meta tools? Write to us at