Glossary

Click to WhatsApp (CTWA): What It Is and How It Works

What Click to WhatsApp is, how Meta tracks it, and what the conversation it opens bills.

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The short answer Click to WhatsApp (CTWA) is Meta's tracked format that sends people from an ad, a page, or a link straight into a WhatsApp chat with your business. The click opens a service conversation that is free inside 24 hours, and Meta treats these entry-point conversations as marketing by default for billing. CTWA is the paid front door to your free service window.

01 · Glossary

How CTWA works

Every entry is a conversation in the making.

A person taps the Click to WhatsApp ad or link
WhatsApp opens with your number and an optional prefilled message
The tap is tracked by Meta as an ad conversion
The conversation lands in your inbox with contact context

02 · Glossary

Billing: the entry-point rule

The billing nuance catches most merchants.

Entry-point conversations from CTWA ads bill as marketing by default
US rate: $0.025 per conversation
Replies inside the 24-hour window stay free
A template send inside the conversation re-bills it by the template's category

03 · Glossary

Why CTWA converts

The chat is the closing room.

The buyer never leaves the app they live in
The message starts the sales conversation with intent
Catalog links and product cards attach directly
Speed wins: the first reply decides whether they stay

04 · Glossary

Running CTWA with Wutt

Wutt routes CTWA conversations into the shared inbox with full contact records, so the ad spend turns into a managed pipeline: qualify the lead, answer fast, and convert in the free window. Zero markup on Meta fees.

CTWA conversations routed into the shared inbox
Leads qualified and answered fast in the free window
Zero markup on Meta fees

Last updated 5 August 2026

Common questions

The ad placement is paid through Meta ads. The conversation it opens is billed as a marketing entry-point conversation (US $0.025).

The customer conversation is free inside the 24-hour service window; the entry-point conversation itself bills as marketing.

Yes. Meta tracks clicks and messages as conversions, and the conversation record lands in your inbox.

Starting a conversation counts as consent for that conversation, but follow-up marketing messages still need explicit opt-in.

Master the WhatsApp terms that matter

Plain-English answers to the WhatsApp terms merchants ask about every week.

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Click to WhatsApp (CTWA): What It Is and How It Works

How CTWA works

Billing: the entry-point rule

Why CTWA converts

Running CTWA with Wutt

Common questions

Master the WhatsApp terms that matter

Stay up to date

Important Links

Company Links

Contact Info

Click to WhatsApp (CTWA): What It Is and How It Works

How CTWA works

Billing: the entry-point rule

Why CTWA converts

Running CTWA with Wutt

Common questions

How much does Click to WhatsApp cost?

Is the chat from a CTWA ad free?

Can I track CTWA conversions?

Does CTWA need opt-in?

Master the WhatsApp terms that matter

Stay up to date

Important Links

Company Links

Contact Info