What is a Click-to-WhatsApp ad?

How it works 1. You run a Facebook or Instagram ad with a "Send WhatsApp message" button. 2. A person taps it and the chat opens on WhatsApp with your business. 3. They send a message, which opens the normal 24-hour customer service window. 4. If you reply within that window, Meta opens a **free entry point window** that can stay open for **up to 7 days** — Meta doesn't charge for marketing, utility, authentication or service messages in it.

Meta's conditions: the person must be using WhatsApp on an Android or iOS phone (desktop and web aren't supported), and you must reply within the customer service window. Meta still charges for Meta Business Agent messages in that window.

Why it matters for a business Ad leads land straight in a chat, where you can answer questions and qualify them — often free for a week. In Lead Pattern, **Ads Insights** (free on every plan) matches each Click-to-WhatsApp chat back to the ad that started it, so you see real leads and cost per lead next to your spend. Access is read-only — Lead Pattern never creates, edits or pays for ads.

An example A real-estate developer runs an Instagram ad for a new project. A buyer taps it on their phone and asks for prices. The team replies within minutes, and can send the brochure and site-visit options over the next days without message charges.