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The monetization of WhatsApp by parent company Facebook took another step forward: Advertisers on Facebook can now include a button on their Facebook boosted organic posts that enables users to contact them via the messaging application.
Facebook introduced click-to-Messenger Facebook ads in November 2016 as part of its launch of version 1.3 of its Messenger Platform, and click-to-Messenger ads debuted on Instagram in May. However, unlike Messenger, the click-to-WhatsApp option is only available at launch to pages boosting organic posts, and not via Ads Manager or Facebook’s Marketing API.
City Index senior market analyst Fiona Cincotta applauded the move by Facebook, telling Adweek that it helps justify the social network’s $19 billion investment in the messaging app, despite WhatsApp’s well-known resistance to advertising.
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