Meta Expands Ad Opportunities On WhatsApp

Plus: Why last click undervalues channel revenue by over 90%

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

ClickZ Meta Insider

Here's what's happening this week in the world of Meta advertising and social commerce:
- WhatsApp Status ads now click straight into chat.
- Threads adds carousel ads; Reels Trending Ads widen.
- EU DMA pushes WhatsApp interoperability and fresh rivals.
- Instagram Notes prompts unlock quick Q&A engagement.
- New Story background tools speed vertical creative builds.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Meta now allows click to WhatsApp ads to run in the Status placement, linking people from Facebook or Instagram into a business chat via a full-screen unit in the Updates tab. This unifies high-impact Status inventory with proven DM conversion paths, expanding DM commerce potential across WhatsApp’s large U.S. user base. Marketers running click-to-message gain a new full-screen canvas; availability is regional for now.

Meta is expanding access to Reels Trending Ads and rolling out carousel ads and broader image formats on Threads, plus enabling Threads campaigns for businesses without a Threads account. The move increases brand-safe video adjacency and lowers barriers to testing Threads inventory, while new qualifiers aim to sharpen AI-powered delivery. Performance teams get broader reach and fresh creative levers across short-form and conversational surfaces.

Meta is sunsetting Facebook community chats, with group admins notified that the feature will be removed, date TBA. The change consolidates interactions back to Groups and feed, impacting brands that used private real-time chats for engagement and support. Community teams should migrate members, update CTAs and adjust moderation and response workflows.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

You Can Now Reply To Instagram Notes With New 'Prompts' Feature: Instagram adds Notes prompts, likes and mentions, enabling lightweight polls and Q&A that can lift DM-driven engagement and seed UGC ideas.(More)

You Can Now Change The Background Of Your Instagram Stories: Story layer-locking lets creators fix backgrounds and stack elements faster, accelerating vertical creative production without external apps.(More)

9 Ways To Use The Meta Ad Library For Research: Meta’s Ad Library enables benchmarking of competitors’ creatives, placements and flight durations to inform faster test plans and Advantage+ inputs.(More)

How To Get More Followers On Instagram: 22 Ways In 2025: A 2025 playbook for Reels-led growth, creator seeding and Threads integration to build audiences ahead of peak season.(More)

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