What are click-to-WhatsApp ads?

Click-to-WhatsApp ads run on Facebook and Instagram through Meta Ads Manager and open a WhatsApp chat with your business when tapped. They use the standard Meta feed, story, and carousel placements, so their creative specs match Meta's, not a separate WhatsApp-only format.

What size should a click-to-WhatsApp image ad be?

Use 1080×1080 pixels for a 1:1 feed image or 1080×1350 for a 4:5 portrait, which fills more screen on mobile. Keep the image file under 30 MB and limit overlaid text so it does not crowd the frame or get penalised in delivery.

What is the primary text limit on a WhatsApp ad?

Primary text shows about 125 characters before a 'more' link in feed placements and around 60 on Story and Status, so front-load the offer. Headlines are limited to roughly 40 characters, which is enough for one clear value statement.

How long can a WhatsApp ad video be?

Feed video placements technically accept clips up to several hours, but short ads perform best, so aim for under 15 seconds. Story and Status video ads are capped at around 60 to 120 seconds depending on the placement.

Are WhatsApp Status ads available?

Meta has rolled out ads in the WhatsApp Status feed in many regions. They use a vertical 9:16 frame at 1080×1920 with short copy, so design them like a Story: a single bold message that reads in the first second.

WhatsApp Ad Spec Reference

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WhatsApp advertising runs almost entirely through Meta Ads Manager as click-to-WhatsApp ads on Facebook and Instagram, plus newer ads inside the WhatsApp Status feed. This reference collects the recommended dimensions, aspect ratios, file-size caps, video lengths, and copy limits for each placement so your creative is built right the first time.

How it works

Select a placement and the tool renders only the spec rows that apply, hiding fields that are not relevant — a static image ad shows no video length, and a Status ad shows no carousel cards. Image placements centre on 1:1 (1080×1080) and 4:5 (1080×1350) feed sizes; Story and Status use the vertical 9:16 1080×1920 frame. Copy limits reflect where the feed truncates: about 125 characters of primary text and 40 of headline in feed, and shorter on full- screen placements. File caps follow Meta’s limits of 30 MB for images and 4 GB for video.

Tips and example

For a click-to-WhatsApp feed ad, design a 1080×1350 portrait so it occupies more vertical space, then write primary text that delivers the hook in the first 125 characters because the rest hides behind a ‘more’ link. For a Status ad, treat it like a Story: a 1080×1920 frame, one bold message, and copy short enough to read in a glance. Pair this with the WhatsApp Video Length Checker before exporting any video creative.