Retargeting with WhatsApp Lists Using Facebook Ads
Posted: Tue May 20, 2025 4:46 am
Retargeting users on WhatsApp using Facebook Ads is a powerful way to re-engage potential customers who have interacted with your brand on Facebook but haven't converted yet. The key is to use Facebook Custom Audiences to identify these users and then use a WhatsApp Business API platform to send them personalized messages.
Here's a step-by-step guide on how to set this up:
Phase 1: Setting Up the Foundation
Get Permission (Crucial):
You cannot add people to WhatsApp without their explicit consent, even for retargeting.
Implement a clear opt-in mechanism on your website or app that asks users if they are okay with receiving messages from you via WhatsApp in the future, especially for updates or offers. This could be part of a broader consent banner or a specific checkbox.
Ensure you comply with GDPR, CCPA, and WhatsApp's Terms of Service regarding data usage and messaging permissions.
Choose Your WhatsApp Business API Platform:
You need a service that connects with the WhatsApp Business API (not just the standard app) to send messages at scale and manage lists. Examples include Twilio, MessageBird, ManyChat, Yalo, SendPulse, etc.
These platforms often provide features for list management, automation, and sometimes integration capabilities.
Set Up Facebook Pixel:
Ensure the Facebook Pixel is correctly installed on your website. This is essential for tracking user behavior (page views, add-to-carts, etc.) and creating Custom Audiences.
Create a Facebook Custom Audience for Retargeting:
Go to your Facebook Ads Manager.
Navigate to "Audiences" and click "Create Audience," then select "Custom Audience."
Choose the source where you want to find these users. Common options for retargeting include:
Website Traffic: Select this option and define the specific actions users took (e.g., visited a product page, added an item to the cart, visited a specific "Thank You" page they didn't complete). Set the appropriate "Custom Conversion" if you've set one up in the Pixel, or use standard Pixel events (e.g., ViewContent, AddToCart, InitiateCheckout).
App Activity: If you have a mobile app, you can target users based on specific in-app actions tracked by the Facebook SDK.
Engagement: Target people who have engaged with your Facebook Page, ads, or posts.
Name your audience and save it. Facebook will now build this audience based on the selected criteria.
Install Facebook SDK/Code for WhatsApp Integration (Often Platform-Dependent):
This is the tricky part and varies by platform. ManyChat, for example, often uses a specific script (ManyChat Pixel or SDK) that needs to be installed on your website in addition to the list of el salvador whatsapp phone numbers standard Facebook Pixel.
This additional code helps link website visitor data (like being part of your Facebook Custom Audience) to users who have opted into your WhatsApp list and provided their phone number (usually via a web form or popup).
Your chosen WhatsApp platform should provide documentation on how to connect Facebook Custom Audiences or user data. This might involve setting up a data stream in the platform connected to your Facebook Business Suite or Ads Manager.
Phase 2: Creating the Retargeting Campaign
Create a New Facebook Ad Campaign:
Set your campaign objective (e.g., Conversions, Engagement).
In the "Audience" section, select the Custom Audience you created in Phase 1.
Crucially, you are not directly triggering a WhatsApp message from this Facebook ad click. The Facebook ad's role is to identify the user and potentially drive them to an action that triggers the WhatsApp message or provides the necessary linkage.
Design Your Facebook Ad:
Create an ad that encourages the user to take the next step. This could be:
A compelling offer (e.g., "Forgot something in your cart? Get 10% off on WhatsApp!").
A clear CTA linking to a specific landing page.
A CTA to "Message Us on WhatsApp" (less common for pure retargeting but possible).
The Trigger Mechanism (Connecting Facebook & WhatsApp):
Scenario A: Ad Drives Opt-In/Contact Sharing:
The Facebook ad could link to a landing page or popup where the user opts-in to receive a WhatsApp message with the offer/code. This page needs the WhatsApp platform's integration code (like ManyChat's) to capture the lead and send the WhatsApp message after they provide consent and their number.
Scenario B: Ad Drives Landing Page Visit (Platform Magic):
The user sees the ad (targeted via Custom Audience) and clicks, landing on a page tracked by both Facebook Pixel and your WhatsApp platform's integration code.
If this user is already on your WhatsApp opt-in list (because they previously consented), the WhatsApp platform, recognizing them via the linked data (phone number + website visit), automatically sends the pre-defined WhatsApp message with your retargeting offer.
Scenario C: Using Webhooks (More Advanced):
Your Facebook campaign could trigger a webhook (a notification sent to a specific URL) when a user interacts with the ad in a certain way. This webhook could then trigger an automated message via your WhatsApp platform to users on your list.
Phase 3: Setting Up the WhatsApp Message (Within Your Platform)
Log in to your WhatsApp Business API Platform.
Create a new automation or message sequence.
Define the Trigger: Set this message to be triggered based on the linked event:
A user visiting a specific landing page (linked via your platform's website code).
A user being identified as part of a specific audience segment (which should be populated by the integration with Facebook data).
A webhook call received.
Craft the WhatsApp Message:
Personalize it (use the user's name if possible).
Include the retargeting offer, reminder, or incentive.
Add a clear Call-to-Action (e.g., "Reply to claim," "Visit link," "Shop now").
Use media (images, maybe links) if supported by your platform and relevant.
Keep it concise and valuable.
Set Conditions (if needed): Ensure the message only sends to users who are both in the Facebook Custom Audience and have opted into your WhatsApp list.
Best Practices & Considerations:
Consent is Non-Negotiable: Double-check your opt-in process. Retargeting without prior WhatsApp consent is spam.
Value Proposition: Why should they talk on WhatsApp? Make the offer compelling and relevant.
Don't Overdo It: Space out your retargeting messages. Bombarding users on WhatsApp will lead to opt-outs.
Clear Opt-Out: Ensure recipients know how to stop receiving messages (e.g., reply 'STOP').
Compliance: Adhere to Facebook Advertising Policies, WhatsApp Terms of Service, and data privacy laws (GDPR, CCPA).
Testing: Test your integrations and message flows thoroughly. Does the right message go to the right person under the right conditions?
Attribution: Tracking the direct ROI can be complex. Use UTM parameters, unique links, or specific discount codes to measure conversions coming from WhatsApp retargeting efforts.
This strategy requires careful setup, especially the integration between Facebook and your WhatsApp platform, but it can significantly enhance your retargeting efforts by reaching users on a more personal and direct channel they've opted into.
Here's a step-by-step guide on how to set this up:
Phase 1: Setting Up the Foundation
Get Permission (Crucial):
You cannot add people to WhatsApp without their explicit consent, even for retargeting.
Implement a clear opt-in mechanism on your website or app that asks users if they are okay with receiving messages from you via WhatsApp in the future, especially for updates or offers. This could be part of a broader consent banner or a specific checkbox.
Ensure you comply with GDPR, CCPA, and WhatsApp's Terms of Service regarding data usage and messaging permissions.
Choose Your WhatsApp Business API Platform:
You need a service that connects with the WhatsApp Business API (not just the standard app) to send messages at scale and manage lists. Examples include Twilio, MessageBird, ManyChat, Yalo, SendPulse, etc.
These platforms often provide features for list management, automation, and sometimes integration capabilities.
Set Up Facebook Pixel:
Ensure the Facebook Pixel is correctly installed on your website. This is essential for tracking user behavior (page views, add-to-carts, etc.) and creating Custom Audiences.
Create a Facebook Custom Audience for Retargeting:
Go to your Facebook Ads Manager.
Navigate to "Audiences" and click "Create Audience," then select "Custom Audience."
Choose the source where you want to find these users. Common options for retargeting include:
Website Traffic: Select this option and define the specific actions users took (e.g., visited a product page, added an item to the cart, visited a specific "Thank You" page they didn't complete). Set the appropriate "Custom Conversion" if you've set one up in the Pixel, or use standard Pixel events (e.g., ViewContent, AddToCart, InitiateCheckout).
App Activity: If you have a mobile app, you can target users based on specific in-app actions tracked by the Facebook SDK.
Engagement: Target people who have engaged with your Facebook Page, ads, or posts.
Name your audience and save it. Facebook will now build this audience based on the selected criteria.
Install Facebook SDK/Code for WhatsApp Integration (Often Platform-Dependent):
This is the tricky part and varies by platform. ManyChat, for example, often uses a specific script (ManyChat Pixel or SDK) that needs to be installed on your website in addition to the list of el salvador whatsapp phone numbers standard Facebook Pixel.
This additional code helps link website visitor data (like being part of your Facebook Custom Audience) to users who have opted into your WhatsApp list and provided their phone number (usually via a web form or popup).
Your chosen WhatsApp platform should provide documentation on how to connect Facebook Custom Audiences or user data. This might involve setting up a data stream in the platform connected to your Facebook Business Suite or Ads Manager.
Phase 2: Creating the Retargeting Campaign
Create a New Facebook Ad Campaign:
Set your campaign objective (e.g., Conversions, Engagement).
In the "Audience" section, select the Custom Audience you created in Phase 1.
Crucially, you are not directly triggering a WhatsApp message from this Facebook ad click. The Facebook ad's role is to identify the user and potentially drive them to an action that triggers the WhatsApp message or provides the necessary linkage.
Design Your Facebook Ad:
Create an ad that encourages the user to take the next step. This could be:
A compelling offer (e.g., "Forgot something in your cart? Get 10% off on WhatsApp!").
A clear CTA linking to a specific landing page.
A CTA to "Message Us on WhatsApp" (less common for pure retargeting but possible).
The Trigger Mechanism (Connecting Facebook & WhatsApp):
Scenario A: Ad Drives Opt-In/Contact Sharing:
The Facebook ad could link to a landing page or popup where the user opts-in to receive a WhatsApp message with the offer/code. This page needs the WhatsApp platform's integration code (like ManyChat's) to capture the lead and send the WhatsApp message after they provide consent and their number.
Scenario B: Ad Drives Landing Page Visit (Platform Magic):
The user sees the ad (targeted via Custom Audience) and clicks, landing on a page tracked by both Facebook Pixel and your WhatsApp platform's integration code.
If this user is already on your WhatsApp opt-in list (because they previously consented), the WhatsApp platform, recognizing them via the linked data (phone number + website visit), automatically sends the pre-defined WhatsApp message with your retargeting offer.
Scenario C: Using Webhooks (More Advanced):
Your Facebook campaign could trigger a webhook (a notification sent to a specific URL) when a user interacts with the ad in a certain way. This webhook could then trigger an automated message via your WhatsApp platform to users on your list.
Phase 3: Setting Up the WhatsApp Message (Within Your Platform)
Log in to your WhatsApp Business API Platform.
Create a new automation or message sequence.
Define the Trigger: Set this message to be triggered based on the linked event:
A user visiting a specific landing page (linked via your platform's website code).
A user being identified as part of a specific audience segment (which should be populated by the integration with Facebook data).
A webhook call received.
Craft the WhatsApp Message:
Personalize it (use the user's name if possible).
Include the retargeting offer, reminder, or incentive.
Add a clear Call-to-Action (e.g., "Reply to claim," "Visit link," "Shop now").
Use media (images, maybe links) if supported by your platform and relevant.
Keep it concise and valuable.
Set Conditions (if needed): Ensure the message only sends to users who are both in the Facebook Custom Audience and have opted into your WhatsApp list.
Best Practices & Considerations:
Consent is Non-Negotiable: Double-check your opt-in process. Retargeting without prior WhatsApp consent is spam.
Value Proposition: Why should they talk on WhatsApp? Make the offer compelling and relevant.
Don't Overdo It: Space out your retargeting messages. Bombarding users on WhatsApp will lead to opt-outs.
Clear Opt-Out: Ensure recipients know how to stop receiving messages (e.g., reply 'STOP').
Compliance: Adhere to Facebook Advertising Policies, WhatsApp Terms of Service, and data privacy laws (GDPR, CCPA).
Testing: Test your integrations and message flows thoroughly. Does the right message go to the right person under the right conditions?
Attribution: Tracking the direct ROI can be complex. Use UTM parameters, unique links, or specific discount codes to measure conversions coming from WhatsApp retargeting efforts.
This strategy requires careful setup, especially the integration between Facebook and your WhatsApp platform, but it can significantly enhance your retargeting efforts by reaching users on a more personal and direct channel they've opted into.