Promote on WhatsApp (Click-to-WhatsApp ads)

Promote on WhatsApp creates a Click-to-WhatsApp ad in your own Meta ad account: people see it on Facebook and Instagram (and, if you choose, in WhatsApp Status), and its button opens a WhatsApp chat with your number. OmniBrand creates the ad paused; Meta charges your ad account only after you press Start ad and confirm the charge for that ad. OmniBrand never handles the payment.

Before you start

• A Facebook Page and a WhatsApp number connected in Accounts, and the WhatsApp number linked to that Page in Meta (Meta Business Suite → Settings → WhatsApp accounts, or on the Page: Settings → Linked accounts → WhatsApp).
• A Meta ad account with a payment method, where you have a role, and the task Advertise on the Page.
• The task Manage ads in OmniBrand (Owners and Admins have it; an Editor can be given it in Settings → Members; Reviewers, Viewers and Agents cannot have it). Seeing the ads needs Analytics.
• The Meta permissions below, granted from the drawer by an Owner or Admin.

Waiting for Meta approval (dry run)

Until Meta approves OmniBrand's ads permissions, the Ads tab and the drawer show Waiting for Meta approval. You can go through every step, see the preview and the exact requests OmniBrand will send, and save the ad; it is marked Dry run. Nothing is sent to Meta and nothing is charged, and Start ad (dry run) shows the start requests without sending them. Once Meta approves, the badge changes to Live; create the ad again to make it for real.

Step by step: create the ad

1. Open Ads (WhatsApp → Ads tab) and press Promote on WhatsApp. You can also press Promote on a post in Content (its text and first image are filled in), or Add channel → New ad (Promote on WhatsApp) on a campaign's Channels tab.
2. Step Where. Under Meta permissions each permission shows Granted or Missing with what it is for. If one is missing, press Grant ads permissions, confirm your Page in Meta's window and allow the permissions, then press Check again. Pick the Facebook Page, the WhatsApp number (it must show Linked to this Page) and the Ad account (only active accounts can be picked; the line below says the payment method). Press Next.
3. Step Budget & dates. Enter the Daily budget in the ad account's currency, the Start and the End, or tick Run until I pause it. The line below shows the most Meta can spend. Press Next.
4. Step Audience. Add Countries (type in Search countries and press a country), choose Age from and Age to, and add Interests (optional) from Meta's list. Switch on Also show in WhatsApp Status (adds Instagram Stories) to show the ad in WhatsApp's Updates tab too. Press Next.
5. Step Creative. Enter the Ad name (only you see it). Under Image use the post's image or an Image link (https://…). Write the Ad text, the Headline and, if you like, the Description (optional). Under What people see when WhatsApp opens choose Greeting (a Greeting and a Message filled in for the customer) or Ice breakers (a Greeting and Questions to tap (up to 3)). The Preview beside it updates as you type. Press Next.
6. Step Review. Check the Summary, pick Part of a campaign (optional) and look at the Preview. What OmniBrand sends to Meta lists every request in order; the three marked Starts delivery - Meta charges from here are sent only when you start the ad.
7. Press Create ad (paused) (or Save ad (dry run) while waiting for Meta). You see Your ad is in your ad account, paused.

Step by step: start, pause and delete

1. Press Start ad (after creating it, or on the ad in Your ads).
2. Start this ad? names the ad account, the most Meta charges per day and the dates. Tick I understand that Meta will charge this ad account for this ad. and press Start ad. Meta reviews the ad; it shows In review, then Running or Rejected.
3. Click the ad in Your ads to open it. Pause stops it at once; Resume asks for the same confirmation again; Refresh numbers reads Meta's numbers now; Delete (after Delete this ad?) deletes it in your ad account. OmniBrand marks the ad deleted only when Meta confirms it no longer exists; if Meta answers with any other error, that error is shown and the ad stays as it was, so Pause is still there. Meta keeps its results. A deleted ad cannot be started again: Resume on it says This ad was deleted and cannot be resumed.

Your ads: what each number means

• Spend: what Meta charged for the ad, in the ad account's currency.
• Conversations (Meta): conversations Meta counted as started from the ad.
• Conversations in inbox, Leads, Converted, Revenue: what actually arrived in your inbox from this ad and what it became (see Which ads bring conversations).
• Cost per lead: Spend divided by Leads.
• Meta's numbers refresh every 30 minutes; the ad shows Numbers from Meta with the time.

If something goes wrong

• A permission stays Missing after Grant ads permissions → Meta's window did not offer it because Meta has not approved OmniBrand yet; the badge says Waiting for Meta approval. If Create ad (paused) answers Could not check OmniBrand's Meta permissions (…), Meta did not answer that check: nothing was created on Meta and the ad shows Not created with that reason. Press Create ad (paused) again in a few minutes (pressing it again never makes a second ad), and reconnect the Page under Accounts if it keeps failing.
• This WhatsApp number is not linked to the Page → link it in Meta Business Suite (Open Meta Business Suite), then press Check again.
• You do not have the task Advertise on this Page → ask the Page's admin in Meta Business Suite.
• No ad account you can use → create one in [Meta Ads Manager](https://adsmanager.facebook.com/) or ask for a role on one.
• The daily budget is below Meta's minimum → Meta names its minimum; raise the Daily budget. This ad account is billed in ..., not .... Choose the budget again in .... → the budget was entered in another currency than the ad account's; go back to Budget & dates and enter the Daily budget again in the ad account's currency (the first one the message names). The ad was not created and nothing was charged.
• Meta rejected the ad → What Meta said and Meta's review show why; change the text or image and create a new ad.
• Meta asked us to slow down → wait; OmniBrand tries again later.
• The ad shows Needs attention → often the ad account has no payment method; add one in Meta Ads Manager.
• An ad that could not be created shows Not created with What Meta said; OmniBrand removed the parts it had made.

Good to know

• People who tap the ad arrive in your inbox with From ad: and a 72-hour free messaging window when you reply within 24 hours (Which ads bring conversations).
• A person who writes from a WhatsApp Status ad arrives without a click ID, so their conversion cannot be reported back to Meta.
• Report conversions to Meta tells Meta which ad conversations became customers.

Related

• Which ads bring conversations (Ads)
• Campaigns
• WhatsApp broadcasts