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

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
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.
Broadcasting
Glo-sponsored African Voices Features Star Author, Chimamanda Adichie

CNN African Voices Changemakers this week beams its light on celebrated author, Chimamanda Ngozi Adichie. The 30-minute magazine programme is sponsored by telecommunications company, Globacom.
The author was engaged by the show’s anchor, Larry Madowo, at Nsukka, where she spent her childhood at the same staff quarters of the University of Nigeria, where the legend of literature, Chinua Achebe, lived.
Arguably Africa’s most prolific contemporary writer, Adichie’s compelling story of grit and talent promises to inspire the audience, as it does her readers across the globe. The special package premieres on Saturday, September 20, 2025, at 11:00 a.m., with rebroadcasts on Sunday, September 21, at 3:30 a.m. and 6:00 p.m.; Monday, September 22, at 3:00 a.m. and 5:45 p.m.; as well as the following weekend, Saturday, September 27, at 7:30 a.m. and 11:00 a.m.; Sunday, September 28, at 3:30 a.m. and 6:00 p.m.; and Monday, September 29, at 3:00 a.m. and 5:45 p.m.
Her narratives, beginning with Purple Hibiscus, query stereotypes, re-evaluate identities, and honour African traditions. Her two prose offerings, Half of a Yellow Sun and Americanah, as well as Dream Count, the new one in the works, confirm her deep interests in the values that make Africa and its traditions and cultures unique and relevant in a fast-evolving world. Her books also accentuate feminism, heritage, and authenticity.
Globacom’s continued collaboration with African Voices has further given credence to the programme’s celebration of the African essence, its excellence, talents, creativity, and originality.
Broadcasting
MultiChoice Starts Reorganising Operations to Enable Canal Plus Takeover

MultiChoice’s plans to reorganise its operations in preparation for its deal with French media giant Canal+ have become unconditional.
According to Multichoice, the implementation of the various steps of the process will now start.
“As previously advised, the reorganisation is to be undertaken in order to enable the implementation of Canal+’s Mandatory Offer for Multichoice, and forms part of the conditions imposed by the South African Competition Tribunal when approving the Mandatory Offer,” it said.
The mandatory offer is Canal+’s move to acquire all the issued ordinary shares of MCG not already owned by the group, excluding treasury shares, from MCG shareholders for a consideration of R125.00 per share, payable in cash.
The South African Competition Tribunal approved the proposed transaction, subject to agreed conditions, in July 2025.
As the parties previously disclosed, the agreed conditions include a robust package of guaranteed public interest commitments.
The package supports the participation of firms controlled by Historically Disadvantaged Persons (HDPs) and Small, Micro and Medium Enterprises in the audio-visual industry in South Africa.
This package will also maintain funding for local South African general entertainment and sports content.
The reorganisation process will see Multichoice adopt a takeover structure, which will ensure it meets the requirements of all applicable laws, such as restrictions on foreign ownership and control of South African broadcasting licences.
The structure includes Multichoice (Pty) Ltd (previously referred to as ‘LicenceCo’), which contracts with South African subscribers, being carved out of the Multichoice Group and becoming independent.
The Multichoice/Canal+ group would own 49% of this company, with 20% voting rights, aligning with regulatory restrictions on foreign control of licences.
The rest of the control of LicenceCo will be held by various groups, including Phuthuma Nathi Investments Limited, 13th Ave Investments Proprietary Limited, Identity Partners Itai Consortium Proprietary Limited (IPIC) and the Multichoice Workers Trust.
These groups entered into several transaction agreements on 1 August to achieve this.
Under the agreements, the groups will subscribe to various classes of shares in LicenceCo, giving different economic and voting interests.
The group said that an updated timetable for the offer will be published once the implementation of the reorganisation has been concluded.
Broadcasting
MultiChoice Nigeria Joins NECLive 2025 as Official Sponsor to Propel Africa’s Creative Enterprise

MultiChoice Nigeria has confirmed its participation as an official sponsor of NECLive 2025, the premier conference dedicated to advancing Africa’s creative enterprise. The event is set to take place on Friday, November 28, 2025, at the Landmark Centre in Lagos.
As a leading entertainment company behind platforms such as DStv, GOtv, Showmax, and Africa Magic, MultiChoice Nigeria’s involvement strengthens NECLive’s position as a major industry gathering where visionary creatives and industry leaders converge. The partnership supports the 2025 conference theme, “Powering Africa Through Creative Enterprise,” reflecting MultiChoice’s dedication to showcasing authentic African stories and fostering sustainable growth within the continent’s creative and entertainment sectors.
John Ugbe, CEO of West Africa, MultiChoice, emphasized the company’s commitment to enriching the lives of professionals in Africa’s creative industries and expressed excitement about deepening relationships with stakeholders across West Africa and beyond.
Ayeni Adekunle, NECLive Convener, highlighted the significance of MultiChoice’s sponsorship, noting that their platforms have been instrumental in demonstrating the economic impact of creative enterprise in Africa. This collaboration will enhance networking opportunities and provide creatives unprecedented access to insights from MultiChoice Nigeria’s leadership.
NECLive 2025 is expected to reach over 10 million viewers globally through various platforms including DStv and GOtv. The event, organized by Netng, BHM, and ID Africa with Huce Valeris as production partner, will be hosted by popular media personalities Tee A and Bolanle Olukanni. Since its inception in 2013, NECLive has engaged over 100,000 participants, 500+ industry leaders, and more than 100 million viewers, solidifying its role as Africa’s foremost creative and entertainment industry platform .
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