How to set up a welcome message template for TikTok Direct Messaging Ads

Last updated: October 2025

Welcome message templates allow you to automate simplified chat flows when users first engage in new conversations with your business through TikTok Direct Messaging Ads.


Note: All welcome message templates are subject to review prior to publishing. As a result, there may be a slight delay between your campaign's go-live date and when the template becomes active and fully functional.

How to set up a welcome message template for TikTok Direct Messaging Ads

Tip: Jump straight into TikTok Ads Manager with the Lead Generation objective pre-selected. Then follow steps 4 - 11 to complete setup.

  1. Log in to TikTok Ads Manager.

  2. Select Create ad.

  3. Choose Lead generation as your campaign objective.

  4. Choose either Manual campaign or Smart+ campaign for your campaign setup, then click Continue. Note: Setup for the welcome message template occurs at the Ad level for manual campaigns and Ad Group level for Smart+ campaigns.

  5. Choose TikTok direct message as your optimization location.

  6. Fill in your campaign settings as needed. At the Ad Group or Ad level, navigate to the Welcome message section.

    1. Choose + Create to create a new welcome message template.

    2. Choose + Choose from library to select a pre-existing template from your library.

  7. To create a new message template, continue to follow the steps below.

  8. Add a greeting to your welcome message. The text limit is 200 characters

  9. Add suggested questions to prompt users to start a conversation with your business. You can choose to set an automated response, respond with a CTA button, or turn off automated responses.

    1. There is a limit of 3 questions.

    2. The text limit for questions is 70 characters.

    3. The text limit for responses is 500 characters.

  10. If you want to collect lead information using a form in the chat, toggle on the Add a form to this conversation option. You can only add one form to each welcome message template.

    1. Choose + Create to create a new Form card. Learn more about creating Instant Forms.

    2. Choose + Choose from library to select a pre-existing template from your library.

  11. Continue to fill out your ad settings, then submit your ad.