Discover how the pioneering agency bypassed saturated traditional remarketing loops by delivering premium, targeted offers directly into opted-in customer lists using integrated Meta tools.
As digital ad impressions continue to spike, retargeting fatigue limits standard campaign effectiveness. Social feed bids grow increasingly competitive, driving up Customer Acquisition Costs (CAC). AdYogi solved this for their clients by establishing a unified direct-to-chat placement, giving their brands a brand-new, premium channel to connect with opted-in users directly.
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AdYogi decided to make marketing messages on WhatsApp, accessed through Ads Manager, a key placement alongside its clients’ regular approach of ads on Facebook and Instagram, so clients could add marketing messages to their performance media mix without additional technical setup.
"We didn’t just treat marketing messages on WhatsApp as an experiment for one or two of our clients. We decided to build an onboarding process that we made available to all our head and torso clients, which made it easy to add marketing messages as an additional placement alongside ads on Facebook and Instagram."
WhatsApp Marketing Messages allow businesses to send promotional and engagement-focused messages to customers who have opted in. Follow the steps below to configure your deployment pipeline.
Navigate to the Account Overview section in Ads Manager and begin onboarding. You can choose from two configuration paths:
Select your existing WhatsApp Business Account from the dropdown. If it does not appear, contact your Business Solution Provider (BSP) to complete migration before restarting.
Create a new WhatsApp Business Account directly. Select your Facebook Page to pre-fill info, enter your number, complete display verification, and verify the line.
A strong audience is essential for campaign performance. Meta recommends uploading all customers who have consented to receive marketing messages. You can build your audience in three ways:
Import contacts from an existing WhatsApp Business Account using Cloud API integrations.
Turn on automatic inclusion of future customer list uploads directly into your active Marketing Messages audience pool.
Upload a CSV with subscriber phone numbers. Include country codes for every number and add an add_mm_audience column.
If an agency will manage campaigns on your behalf:
Choose an existing retargeting campaign or set up a new campaign where you want to activate WhatsApp Marketing Messages:
Modify or duplicate an active retargeting campaign. Enable WhatsApp Marketing Messages as an additional placement. Keep existing feed placements active to maximize delivery.
Launch a new Sales or Traffic campaign. Set Website or Mobile App as destinations, choose Link Clicks/Conversions, and add the WhatsApp Messages placement.
Add promotional content, write concise, engaging copy, and upload self-explanatory media files. Personalize text variables and trigger launch.
After launching your campaign, monitor delivery data and tracking KPIs inside Ads Manager to constantly optimize future results:
Provides Meta's underlying machine learning algorithm with maximum audience parameters. Greater baseline numbers improve matching profiles.
Avoid segmenting or splitting customer data lists early in the upload stage. Let Meta's optimization pipeline handle segmentation dynamically.
Keep the promo copy short and focused. Ensure your primary core offer details sit elegantly within the first five lines of the layout.
Utilize integrated quick-action template buttons instead of sending raw, unstructured web link addresses inside message text blocks.
Setting up WhatsApp Marketing Messages involves connecting a WhatsApp Business Account, building an audience of opted-in customers, enabling WhatsApp as a placement in Ads Manager, creating message creatives, and continuously optimizing performance through campaign insights. When implemented correctly, it can help businesses re-engage customers, drive conversions, and improve marketing ROI.
Our comprehensive setup workflows and automated integrations help you deploy and monitor high-converting direct-to-chat WhatsApp messages seamlessly inside Ads Manager.
Deploy WhatsApp Marketing