Click-to-WhatsApp ads are Facebook and Instagram ads whose button opens a WhatsApp chat with your business instead of sending the person to a website. You create them in Meta's ads manager, pick an audience such as people within 5 km of the outlet, set a budget, and pay Meta per result, usually per conversation started. The person taps the ad, lands in a chat with your number, and your bot or staff takes it from there. Meta treats conversations started from these ads as free entry points, so your replies in the first 72 hours carry no messaging charge.
Why it matters
Most restaurant ads end on a page the customer closes. A click-to-WhatsApp ad ends inside a chat where an order can be placed in the same minute, and the customer's number is now in your chat list even if they do not order today. For a cloud kitchen or home baker with no walk-in traffic, it is one of the few ways to reach new customers in a radius without paying a delivery app for placement. The cost per chat varies a lot by city, audience and creative, so test small. The mechanics and targeting are in click-to-WhatsApp ads for restaurants.
Example
A home baker in Indore runs a ₹300 a day ad for a week on Instagram showing a brownie box, targeted at people within 6 km. Suppose ₹2,100 of spend starts 120 chats. The bot sends the menu, 25 people order at an average of ₹450, and revenue is ₹11,250 from ₹2,100 of ads. The other 95 people now know her number, and the ones who say yes to offers go on her list. If the next week's ad starts 60 chats for the same money, she changes the creative before raising the budget. Tactics for bakers specifically are in click-to-WhatsApp ads for home bakers.
On Tezzu, Click-to-WhatsApp ads are part of the Growth plan, and the chat the ad opens lands on the same number and ordering bot your regular customers use.