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Magnetic Keys
Regional

Click-to-WhatsApp ads

Also known as: CTWA

Definition

Ads that open a WhatsApp conversation instead of a landing page. In the UAE they routinely outperform form-based equivalents on cost per qualified conversation, because they remove the step buyers here dislike most.

The mechanical advantage is that a conversation starts warm and the 24-hour service window opens immediately. The strategic advantage is that you learn what people actually ask, in their words, at volume.

The failure mode is attribution. Unless a reference is passed into the conversation and stored, the resulting deals appear in your CRM as "WhatsApp" with no campaign attached, and the media that produced them looks like it produced nothing. Fixing that usually reprices the entire media plan.

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All 87 terms
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