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How click-to-chat ads can elevate customer engagement to new heights

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George Muhia
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By George Muhia, Industry Lead – Africa Digital Natives at Infobip

Click-to-chat ads are a form of interactive advertising that allows businesses to connect with their audience in real-time on WhatsApp from their social media ads. This dynamic tool is rapidly emerging as a powerhouse, presenting a myriad of advantages for organisations seeking to elevate their outreach and engagement.

George Muhia

George Muhia

Unlike traditional ads that direct users to an advertiser’s website or prompt them to fill out a form, click-to-chat ads facilitate direct communication through messaging apps by instantly redirecting customers to a chat window where they can initiate a conversation with the brand or organisation.

The main benefits of click-to-chat ads include increased engagement, improved customer lifetime value and zero-cost re-engagement. In addition, businesses are able to measure the success of their click-to-chat ads using analytics that provide a comprehensive view of the end-to-end customer journey.

When a user clicks on a social media ad – such as on Facebook or Instagram – the seamless transition to a WhatsApp chat window provides not only a smooth user experience but also facilitates a more personalised interaction, as the WhatsApp platform provides businesses with the ability to craft a personalised and direct engagement with their customers.

Additionally, click-to-chat ads can further enhance customer engagement by providing an aspect of immediate communication, allowing customer queries to be addressed faster. This efficiency and convenience can be extended further by integrating chatbots onto the WhatsApp platform that enable automated responses on a 24/7/365 basis.

Insight into customer journey

Another key advantage comes from the analytics associated with click-to-chat ads that provide insights into the entire customer journey. There are numerous key metrics and data that these analytics offer, starting with the tracking of the initial interaction between the customer and the ad. This can provide valuable insights into what type of content catches the attention of customers and what prompts them to engage with the brand. This data can be used to improve the ad design in future to attract more customers.

Click-to-chat ads also allow businesses to analyse conversation progression and understand the most common queries, concerns, and interests of customers, revealing the critical points in their decision-making process. Analytics can also assist with conversation tracking, which gives businesses insight into the effectiveness of a chat in terms of driving the desired business action which could be the sale of a product, a booking, a registration, or a sign-up to a service.

Another key metric around the customer journey is the insight into the post-interaction behaviour of the customer, which includes repeat purchases, website visits and engagements with any subsequent marketing campaigns that the brand might be running.

Other important data insights that businesses can glean from click-to-chat ads include clickthrough rates, response times to customer queries, the number of messages exchanged and the length of the conversation, as well as customer satisfaction levels.

Define the Target Audience

Businesses that are looking to integrate their Facebook Business pages with WhatsApp Business accounts to leverage click-to-chat ads effectively must ensure that they can define their target audience by leveraging tools such as Facebook Insights to understand their customer demographics, behaviours, and preferences. This is critical to tailoring more effective ad content.

Equally important is the Call To Action (CTA), such as “send message” or “swipe up to chat”, contained within a click-to-chat ad.  The CTA should clearly indicate what exactly the customer is able to do by clicking on it, whether it is chatting to get more information, initiating a support inquiry, or sending a message to start an engagement with the business. The CTA must be simple, clear, concise, and easy to understand.

On the other hand, businesses must be ready to receive incoming messages that are going to come as a result of customers engaging with their click-to-chat ads. They can do this by setting up automated responses or integrating chatbots in their WhatsApp channel to ensure that when customers reach out, they get immediate feedback.

Considering the benefits of click-to-chat ads, businesses should be encouraged to leverage the power of this type of advertising. Not only do click-to-chat ads bring value to the entire customer journey, but organisations can leverage a host of analytics to make better decisions and improve their marketing campaigns.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NITDA, NBC Explore Strategic Collaboration on Digital Transformation, Media Regulation

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The Director General of the National Information Technology Development Agency (NITDA), Kashifu Inuwa CCIE, has reaffirmed the agency’s commitment to deepening inter-agency collaboration as he received the Director General of the National Broadcasting Commission (NBC), Mr Charles Ebuebu, on a courtesy visit aimed at exploring strategic partnerships in digital transformation and regulatory frameworks across Nigeria’s media and technology sectors.

Speaking during the meeting, Inuwa stated that digital transformation and regulation are inseparable in Nigeria’s rapidly evolving digital ecosystem. He also emphasised that digital transformation is not a one-off project but a continuous journey that requires constant improvement, periodic target-setting, and organisational adaptability to emerging realities.

According to the NITDA boss, the agency deliberately embarked on a transformational journey to reposition itself from a traditional civil service structure to a high-velocity, smart public sector organisation. He noted that when the agency began its transformation drive, a significant percentage of its workforce came from the mainstream civil service, bringing with it entrenched bureaucratic mindsets and rigid operational practices. This, he said, necessitated a conscious decision to change the narrative.

“More than 70 or 80% of our staff came from the mainstream public service, and we know the mindset of public servants, so we started changing that narrative by focusing on people, resetting mindsets, building capacity, and fostering a culture that supports innovation and accountability,” he noted.

Inuwa explained that NITDA’s approach to digital transformation was anchored on three core pillars: people, processes, and technology. He stressed that no matter how advanced technology may be, it cannot deliver value without the right people and efficient processes in place.

He further disclosed that the agency undertook a comprehensive cultural reorientation programme, supported by cultural audits and initiatives aimed at creating psychological safety within the organisation.

“This was critical to enabling staff at all levels to freely contribute ideas, challenge existing processes constructively, and engage in horizontal and vertical collaboration without fear of reprisal,” he stated.

He noted that culture remains the foundation upon which any successful strategy must stand, adding that “no matter how good a strategy is, without the right culture, execution will fail.”

Providing further insight into the transformation journey, he explained that NITDA adopted an integrated framework encompassing people, process, culture, content, and technology. Through this framework, the agency identified and addressed deeply rooted bureaucratic tendencies such as command-and-control structures, risk aversion, and excessive dependence on directives from senior leadership.

According to the DG, “these reforms paved the way for trust-based delegation, inter-departmental collaboration, and process optimisation”.

He further revealed that NITDA documented over 396 internal processes and subsequently streamlined them to eliminate inefficiencies and repetitive executive approvals. He cited examples where routine operational tasks that previously required multiple approvals at the Director General’s level were redesigned to empower departments as gatekeepers, allowing leadership to focus on strategic priorities.

This process optimisation, he said, also created the foundation for automation and the integration of digital tools.

On capacity building, the DG disclosed that all NITDA staff underwent mandatory artificial intelligence (AI) training, reinforcing the agency’s position that AI is a tool for enhancing productivity rather than replacing human capital.

He noted that staff across departments are now leveraging AI to improve workflows, generate ideas, and transition from manual administrative roles to AI-enabled system administration.

Inuwa added that technology deployment at NITDA is deliberately driven by business value rather than trend adoption, stressing that technology must support clearly defined processes and organisational objectives.

He announced that the agency has developed a comprehensive digital transformation playbook, capturing lessons learned from its journey, which it is willing to share with NBC and other government institutions.

To advance collaboration with NBC, Inuwa proposed concrete areas of partnership, including sharing the agency’s digital transformation playbook, delivering tailored training and capacity-building programmes, enrolling NBC staff in digital literacy initiatives developed with global technology partners such as Cisco, and providing technical support for modernising regulatory frameworks to align with the evolving digital and media ecosystem.

Earlier in this remark, Mr Ebuebu called for deeper collaboration between the NBC and NITDA, describing the partnership as long overdue in the face of rapid media and technology convergence.

He noted that although he has had several insightful interactions with the DG NITDA in the past, it was important to institutionalise cooperation between both agencies to address emerging developments in media, technology, data governance, and Nigeria’s digital future.

While calling for closer ties between the two agencies, he emphasised that a strategic partnership between NBC and NITDA is critical to effectively regulate the evolving media ecosystem, harness technology for content creation and distribution, promote the growth of local media, facilitate knowledge transfer, and protect Nigeria’s cultural and national interests.


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DG NCC Tasks University Dons on Research Commercialization, IP Management to Build Global Competitive Ecosystems

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Dr. John Asein, director-general, Nigerian Copyright Commission (NCC), has charged universities to leverage Intellectual Property (IP), innovation management and research commercialisation to build vibrant, sustainable and globally competitive ecosystems.

The DG stated this while delivering a paper on: ‘’Research Commercialisation, IP Policy and Innovation Management’’ at the Committee of Vice-Chancellors of Nigerian Universities (CVCNU) organised Business Clinic themed: Unlocking University-Driven Business Ecosystems: Innovation, Partnerships and Sustainable Enterprise Models in Abuja.

The programme was targeted at engaging Vice-Chancellors, principal officers and other key officers in Nigerian Universities in a practical dialogue on how to transit their institutions into thriving business ecosystems through innovation, enterprise development and strategic partnerships.

In his presentation, Dr. Asein, disclosed that Universities are now recognised as engines of national development and innovation hubs that must connect scholarship to business.

He noted that with over 300 Universities in Nigeria, there is need for structured pathways to turn ideas into commercial outcomes while attention should be focused on IP assets in our universities in order to harness them in a safe, sustainable and satisfactory manner.

The DG NCC speaking further on leveraging resources from the creativity locked up within the university system, harped on the need to harness the soft power of our youth as Nigeria’s most valuable natural resources are its people.

Drawing demography from Nigeria youthful population, he observed that over 70 percent of Nigerians who are under the age of 30 are mostly in the university system studying. These youths, he noted, shape cultures, technology and innovation through creativity and digital skills.

He tasked universities to become innovation factories where young people can explore ideas, protect their IP and grow startups by integrating innovation culture, entrepreneurship training and IP awareness into its learning environment.

He equally urged Universities to look beyond the sciences to commercialize traditional knowledge-based innovations and harness the potentials in the creative arts disciplines like music, visual arts, theatre arts and others for commercial outcomes.

Dr. Asein, recommended that universities as centres of learning, should take the lead in using the IP system for promoting education and learning, wealth creation, revenue generation and institutional development.

Underscoring the need for all universities to have an IP Policy, he noted that the Model developed by the Nigerian Copyright Commission in partnership with the CVCNU is a good starting point.

The Secretary-General, CVCNU, Prof. Andrew Haruna, presented the welcome address at the event while the Director, Technology Innovation and Commercialisation, NOTAP, Mrs. Adah H.N. Mokolo-Oladunke represented the Director-General, NOTAP at the event.

The 2025 CVCNU Business Clinic witnessed attendance from representatives of Public and Private Universities across the 36 States in Nigeria.

 


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US invests $115m in counter-drone tech for World Cup security

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US invests $115m in counter-drone tech for World Cup security

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The US Department of Homeland Security (DHS) will invest $115 million in counter-drone technology to safeguard the 2026 FIFA World Cup and events marking America’s 250th independence anniversary, creating a dedicated office for rapid drone system deployment.

Homeland Security Secretary Kristi Noem described drones as “the new frontier of American air superiority,” stressing the need to counter threats from drug cartels using unmanned aircraft for smuggling and surveillance, alongside incidents like a 2025 NFL stadium drone flight and 2024 New Jersey sightings.

The funding supports 11 World Cup host cities expecting over one million visitors, building on FEMA’s $250 million grants to those states and addressing risks heightened by cartels’ advancing tech, including a reported FBI tracking plot in Mexico.

DHS has conducted over 1,500 counter-drone missions since 2018, with the new Program Executive Office accelerating acquisitions amid President Trump’s border security push.


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