Click-to-WhatsApp ads in India: cost, setup and the free 72-hour messaging window

Short answer: Click-to-WhatsApp ads are Facebook and Instagram ads with a “Send WhatsApp message” button that opens a chat with your business. You pay for the ad through Meta’s normal auction (plus 18% GST in India). The big bonus: when someone messages you from one of these ads on their phone and you reply within 24 hours, Meta opens a free entry point window of 72 hours, during which all your WhatsApp messages are free, templates included. Now that Meta charges for normal WhatsApp replies (from 1 October 2026), that free window makes these ads one of the cheapest ways to turn ad clicks into conversations.

Last updated: 10 October 2026.

How do Click-to-WhatsApp ads work?

1. A person sees your ad on Facebook or Instagram (Feed, Stories or Reels).
2. They tap Send WhatsApp message. WhatsApp opens with a pre-filled message to your business.
3. They send it, and you (or your automation) reply instantly with details and questions.
4. The conversation, and the lead, happens on WhatsApp, where most Indian customers already are.

Unlike lead forms, people talk to you straight away, which usually means warmer conversations, though often fewer of them than form fills. That’s why speed of reply matters so much. See our WhatsApp follow-up playbook.

How much do Click-to-WhatsApp ads cost in India?

There is no fixed price. You set a daily or lifetime budget in Meta Ads Manager and pay through the auction, plus 18% GST on ad spend billed in India. What you pay per conversation depends on your offer, audience, creative and competition. Use our Meta ads cost guide for real cost-per-lead ranges from Indian campaigns, and the ad budget planner to work back from the bookings you need.

What about WhatsApp message charges?

Situation	Meta WhatsApp fee
Customer messages you from a Click-to-WhatsApp ad on mobile, and you reply within 24 hours	Free: opens a 72-hour free entry point window
All messages inside that 72-hour window, including templates	Free
Normal replies within 24 hours of a customer message (not from an ad)	Charged from 1 Oct 2026 at the utility rate (about ₹0.115 + GST, as reported by providers)
Marketing templates sent outside any window	Charged (about ₹0.86 + GST, as reported by providers)

Meta’s documentation describes the free entry point window as 72 hours, available when users message from the Android or iOS app (Meta pricing docs). Some WhatsApp providers report that Meta is extending ad-triggered windows to up to 7 days, so check the details in your own WhatsApp Manager or provider dashboard. The full background on the new charges is in WhatsApp’s new reply charges, explained.

How to set up a Click-to-WhatsApp ad (step by step)

1. Connect WhatsApp to your Facebook Page. In your Page or Business settings, link the WhatsApp Business number you want chats to go to. The free app works for small volumes. For automation and a shared team inbox, use the WhatsApp Business API.
2. Create a campaign in Ads Manager. Choose an objective that supports messaging, such as Engagement or Leads, and select WhatsApp as the conversion location or messaging app.
3. Choose what to optimise for. If available, optimise for leads or purchases rather than just conversations. Our rule: judge on cost per booking, not cost per chat.
4. Write the pre-filled message and greeting. Make the first message specific, for example “Hi, I’d like the Goa 4N/5D Diwali package details”, so you know which ad they came from.
5. Add quick questions (FAQs). Offer 2–3 tap-to-ask questions such as “Price?”, “Dates?” or “Itinerary?” to start the chat faster.
6. Use a clear, dated offer in the ad. Price, what’s included and a deadline. WhatsApp chats convert best when the ad already answered “how much?”
7. Reply instantly. Set up an automatic first reply with buttons for dates, number of people and budget, then hand over to a person.

Click-to-WhatsApp ads vs lead form ads

	Click-to-WhatsApp	Instant Form (lead ads)
What you get	A live conversation	Name, phone, answers
Lead warmth	Usually warmer: they started the chat	Mixed: easy to submit
Volume	Often fewer	Often more
Follow-up	Immediate, and free for 72 hours	You must call or message them
Best for	Travel, real estate site visits, clinics, coaching, D2C with COD	High-volume enquiries with a sales team

Many of our clients run both: lead forms for volume and Click-to-WhatsApp for high-intent buyers.

5 mistakes to avoid

1. Slow first reply. If you miss the 24-hour reply window, the free window doesn’t open and messages become chargeable. More importantly, the customer goes elsewhere.
2. A generic pre-filled message. “Hi” tells you nothing. Make it say which offer they want.
3. No offer in the ad. “Message us for details” gets curiosity chats, not buyers.
4. Sending the full brochure first. Ask one question, then share the right option.
5. Not tracking bookings. Tag every chat with its campaign and stage in a CRM. See our CRM guide.

Frequently asked questions

How much do Click-to-WhatsApp ads cost in India?

There is no fixed price. You pay what you spend in Meta’s ad auction, plus 18% GST, and the cost per conversation depends on your offer, audience and creative. WhatsApp messages in the 72-hour free entry point window after an ad-started chat are free.

Are WhatsApp messages free after a Click-to-WhatsApp ad?

Yes, if the customer messages you from the ad on the Android or iOS app and you reply within 24 hours. Meta then opens a 72-hour free entry point window in which all your messages, including templates, are free.

Do I need the WhatsApp Business API for Click-to-WhatsApp ads?

No. You can run them with the free WhatsApp Business app. The API is better when you get many chats, need instant automated replies, a shared team inbox or CRM integration.

Are Click-to-WhatsApp ads better than lead forms?

They usually bring warmer conversations but fewer leads. Lead forms bring more volume with mixed quality. Many businesses run both and compare cost per booking.

Sources: Meta developer documentation, WhatsApp Business Platform pricing and non-template message pricing; INR message rates as reported by WhatsApp providers.