The time has passed when a good ad needed to convince the customer to click, open a website, fill out a form, and then wait for a salesperson’s contact. Today, it only takes two taps on the screen to start negotiating, literally.

With the rise of ads with the ‘Click to WhatsApp’ button, or simply ‘Click to WhatsApp,’ the most used messaging channel in Brazil has become a direct bridge between desire and purchase. Instead of redirecting the consumer to a page full of forms, clicking on an Instagram or Facebook campaign already initiates a direct conversation with the brand on WhatsApp. It’s fast, simple, and highly effective.

“Companies of all sizes are discovering a new shortcut to connect with their consumers, shortening the buying journey and turning the green messenger into the new sales counter of the Brazilian internet. It’s like opening the store door with a click. The customer is there, calling you. It’s up to you to know how to respond,” summarizes Alberto Filho, CEO of Poli Digital, a Goiás-based company specializing in automating customer service channels for SMEs.

Here’s how it works: when seeing an ad on Instagram or Facebook, the user clicks and instead of being taken to a traditional landing page, they are directed straight to a conversation on WhatsApp with the brand. And the impact is real. According to Opinion Box, three out of ten Brazilians expect a response on WhatsApp within up to five minutes. HubSpot goes further: responding to a lead within 5 minutes can increase conversion chances by up to 21 times.

“This simplicity completely transforms the consumer journey. You eliminate friction, humanize the experience, and accelerate the sale closure,” summarizes Alberto Filho.

In practice, the impact is measurable. During the pandemic, Espaçolaser implemented Click to WhatsApp ads and, in three months, recorded a 396% increase in conversion via WhatsApp and a 137% increase in revenue in the channel. On the other hand, the Reserva brand reported a significant improvement in ROI by integrating personalized messages, although the exact percentage was not publicly disclosed.

However, to handle the high volume of interactions that come in the wake of this type of campaign, it takes more than willingness: “Automation, integrated catalogs, payment links, and re-engagement tools are essential to ensure smooth service and continuity in the journey,” explains Filho. “WhatsApp enables you to do pre-sale, sale, and post-sale, all in the same channel.” However, it is important to highlight that these automations, CRMs, payment systems, and the use of Meta’s Conversations API are only possible through a specialized platform, such as Poli, which operates via the Official WhatsApp API provided by Meta to BSPs (authorized partners).

Furthermore, with Meta’s Conversations API already integrated into Poli’s platform, it is possible to connect what happens on WhatsApp with Facebook’s ad panel. In other words: if the sale occurs after the click, the system identifies it, sends the information to Meta, and optimizes campaigns based on real results, including offline. This advanced integration can only be done thanks to the use of the Official WhatsApp API, exclusively available to authorized partners like Poli.

“What was once just a messaging app has become a sales channel, customer service, CRM, and after-sales. With much higher open rates than email and SMS, WhatsApp has become the preferred channel for Brazilian consumers, and the most efficient for those looking to sell more,” says Poli Digital’s CEO. And he emphasizes that all this efficiency and automation are only possible thanks to the use of the Official WhatsApp API, which allows complete and secure integration via specialized platforms like Poli.

According to Alberto Filho, the secret lies in the strategy: “It’s not just about putting a button. It’s about understanding how this channel integrates into the entire journey. Test, measure, adjust. And above all, be present where the customer already is.” He emphasizes: “Because, ultimately, selling today is about responding quickly, speaking right, and being available at the exact moment, with just one click”.