How to set up TikTok Instant Messaging Ads

Last updated: November 2024

Note: This product is still in testing and is only available in certain regions.


With TikTok Instant Messaging Ads, you can communicate with prospective customers in top messaging apps, including WhatsApp and Facebook Messenger. To learn more about Messaging Ads, refer to About TikTok Messaging Ads.

Before you begin

  • We recommend connecting to one of our integrated Message Management Tools (MMTs) before setting up your campaign to allow for deeper optimization goals and better performance.

  • If you've already integrated with an MMT and are optimizing for Conversations, make sure to set up the TikTok integration on your MMT before selecting Conversations and choosing your messaging event.

  • If you are using WhatsApp, you will need to use a unique phone number for the WhatsApp Business API that is not used in any other WhatsApp personal or business accounts. You can sign up for the WhatsApp Business API directly on your MMT.

  • Some MMTs, such as Pancake, may require you to add to your wallet before you can reply to customer messages. Additional charges for using the WhatsApp Business API will be collected by your MMT and passed back to Meta.


How to create a TikTok Instant Messaging Ads campaign

  1. Log in to TikTok Ads Manager, and select Create Ad.

  2. Select Lead generation as your campaign objective and then Continue.

  3. Choose Instant Messaging apps as your Optimization location, and then select your Instant messaging app or use a customized URL.

Choose messaging app - Messaging Ads

Note: The optimization location you select will determine what optimization goals you are able to select:

  • Clicks: available if you've selected Messenger, WhatsApp, or Instant Messaging URL (for LINE and Zalo).

  • Conversations (recommended): available if you've selected Messenger or WhatsApp.

4. If you selected Facebook Messenger, add in your Facebook Page ID.

Messenger ID - messaging ads

Tip: You can find your Facebook Page ID by visiting your Facebook Page. Click on the About tab and go to Page transparency to find the Page ID.

FB Page ID screenshot

Tip: To test if your Facebook Page ID is working correctly, hover over iOS for iPhone or Android for Android phones to check if the chat opens correctly. Use your phone to scan QR code to preview. The QR code only works for the specific OS. You need the Messenger app installed on your phone to be taken directly to a chat.


6. If you selected WhatsApp, add in your WhatsApp business API number.

Instant Messaging setup 3

Tip: To test if your WhatsApp number is working correctly, hover over Check if the ID opens properly. Use your phone to scan the QR code to preview. You need to have WhatsApp installed on your phone to be taken directly to the chat. If it's successful, you will enter the WhatsApp chat. This message will include: "Hello! I came across your ad on TikTok and would like to find out more."


7. If you selected Instant Messaging URL, you will fill in the URL link at the ad creative level.

8. The Dayparting feature is on by default. Choose the day/time when you can respond to messages to ensure a better user experience.

9. Select your Optimization goal:

Select optimization goal - messaging ads

  • Clicks: available if you've selected Messenger, WhatsApp, or Instant Messaging URL (for LINE and Zalo).

  • Conversations (recommended): available if you've selected Messenger or WhatsApp.

Note: You will not be able to select the Conversations option if no event sets have been created before. You can set up Messaging event sets through Events Manager or through a supported Message Management Tool (MMT).

MMT setup - messaging ads

10. Ensure you collect the correct Messaging event set which has been automatically generated on your MMT. If you've selected Conversations as your optimization goal, choose the corresponding Messaging event set from the drop down list.

Instant Messaging setup 1

For unique event set created after November 7th, with selected MMTs, the event set will be automatically matched and populated according to the Facebook page ID or WhatsApp number provided earlier. Unique event sets are created per ad account ID and instant messaging account ID (Facebook page ID or WhatsApp number) pairing.

Automated MMT - messaging ads

11. Click Continue to continue to your Ad settings.

12. (Optional) If you want to use a creative from your TikTok Business Account, select the corresponding account identity.

13. Add your caption under the Text field.

  • Tip: As best practice, you may want to include a soft call to action in your caption. For example: "Message now if you're interested / to get in touch!"

14. Destination: For Facebook Messenger and WhatsApp, this field will be automatically filled. To edit, return to the ad group level. For others, including LINE and Zalo, enter your Instant Messaging URL.

IMA apps - messaging ads

15. (Optional) Tracking: If you have selected Clicks optimization with Instant Messaging app (Facebook Messenger/WhatsApp) as the optimization location, you can choose to add your message event set for additional tracking.

Message event set - messaging ads

16. Click Publish all.


Note: If you want to select Click as your optimization goal, Click optimization is available for all instant messaging apps and for clients who have not integrated with MMTs.

If you selected Clicks optimization:

  1. Allowed social media apps are:

    1. Whatsapp

    2. Messenger

    3. LINE

    4. Zalo

  2. For LINE and Zalo, select Instant messaging URL as your destination.

  3. Follow each app's official guide to generate their respective deeplink:

    1. WhatsApp

    2. Facebook Messenger

    3. LINE