CTWA (Click-to-WhatsApp Ads)
Facebook/Instagram ad format that routes clicks directly into a WhatsApp conversation.
Meta's Click-to-WhatsApp ad format. Click → direct WhatsApp conversation; ad metadata (campaign ID, which listing/product) arrives in the webhook. The bot uses this context to explain the right product. The highest-ROAS lead-gen format for SMBs in many markets.
Example
A real estate office runs an ad for a Şişli listing. CTWA brings the user to WhatsApp; bot immediately explains that property's details.
Related terms
Lead
A potential customer who has shown interest in your product or service but hasn't yet purchased.
ReadWhatsApp Business API (WABA)
WhatsApp's programmable API for businesses. Supports bot replies, multi-agent, broadcast and template messages.
ReadLead scoring
Assigning each lead a 0-100 score based on behavior and profile signals.
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