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Facebook ads can now be linked to brands WhatsApp accounts

Facebook is restoring the commercial side of WhatsApp in the same way as with Messenger.

In September, WhatsApp announced verified profiles allowing companies to establish their presence on the courier service that Facebook bought for $ 19 billion in 2014. Now, Facebook is giving companies a way to launch businesses. conversations with their customers on WhatsApp.

Companies can now add buttons to their ads on Facebook and link their WhatsApp accounts, Facebook announced Wednesday. These buttons are actually the WhatsApp-specific alternative to the Messenger-related buttons that Facebook introduced last year and expanded to Instagram earlier this year.

"Many people are already using WhatsApp to communicate with small businesses.This is a fast and convenient way to stay in touch.By adding a click-to-whatsapp button to Facebook ads, companies can now make even easier learning their products, making appointments or using their service, "says Pancham Gajjar, product marketing manager at Facebook.

WhatsApp compatible ads will only show to people on Facebook who have WhatsApp installed on their phone. They will look like a standard news feed announcement but will feature a "Send a Message" button that features the WhatsApp logo. By clicking the button, WhatsApp will open a preformatted message designed by the company so that someone can send it to the company. People will be able to edit the message text before sending it, and the message will come with an image of the initial Facebook ad so that the brand can identify which ad is responsible for the incoming message.

People will be able to click a button of an advertisement on Facebook to send a message to a company via WhatsApp.

Brands can only buy click-to-whatsapp ads by increasing an organic page item and selecting a menu option to add the click-to-whatsapp button. For now, they can not access it through Facebook's self-service listing tool or its advertising API. As a result, brands can not identify ads to people considered to be more likely to send a message to the company using the "messages" goal that Facebook has added for click-ads. to-messenger in september. However, by boosting an organic page post, companies can still target ads using Facebook's standard advertising targeting options, such as age, gender, location, business centers, and more. interest, behavior, demographics and other categories.

Leveraging advertisements in Facebook's news feed, Facebook hopes to increase the level of awareness and engagement of companies vis-à-vis WhatsApp. Of course, he has also tried this for Messenger, which has yet to become an important channel for businesses. However, leaders in the advertising industry are seeing the potential of WhatsApp to succeed where Messenger has struggled. WhatsApp is expected to attract a more international audience of people who reside in areas where communicating with businesses through the same service that they use to chat with their friends is a more established practice. Now that WhatsApp is open to business, it's time to make its users aware that it's open to business.

About the author

Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has been reporting for Advertising Age, Adweek and Direct Marketing News. Angeleno, born and raised, graduated from the University of New York, currently lives in Los Angeles.

He broke stories on Snapchat's advertising plans, Jason Kilar's attempt at founding CEO of Hulu, to turn to YouTube and assembling the ad-tech battery of Amazon; analyzed YouTube's programming strategy, Facebook's advertising ambitions and increased blocking of ads; and recorded the largest annual event of the VidCon digital video, the BuzzFeed brand video production process and the Snapchat Discover ads charge six months after its launch. He has also developed tools to monitor the early adoption of live applications by brands, compare search patterns from Yahoo and Google, and review the NFL's YouTube and Facebook video strategies.

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