WhatsApp ads for B2B
We run click-to-WhatsApp ads for B2B companies, and we do one thing with them: book sales calls. The ad runs on Facebook and Instagram, through the same Meta ad system and the same signal audiences as everything else we do. What’s different is where it ends. There’s no form. The buyer taps the ad and a WhatsApp chat opens with your company, and someone on our team is in that chat within minutes, working it to a booked call.
We’ll say the uncomfortable part first. In US B2B, WhatsApp is a smaller channel than Facebook or Instagram. Most CFOs and IT directors don’t use it for work. But for some buyers it’s the best channel there is: owners who run a business from a truck or a job site and live in WhatsApp, immigrant-owned businesses where WhatsApp is the default, freight and logistics where drivers and dispatchers already work in it, restaurant and food operators, and any buyer outside the US. If that’s your buyer, a chat converts better than a form because it’s a conversation, and it starts the second they tap.
Our clients
Recent opportunities booked with
IntentSignal has booked opportunities with Starbucks, Vimeo, Dollar General, Chargebee, Veeva, Gong, Greenhouse, ClickUp, Albertsons, Pluralsight, Lever, People.ai, Back Market, Everlane, Couchbase, Inspire Brands, Del Taco, Cinnabon, Church’s Chicken, and Erewhon.
How a click-to-WhatsApp ad works
Who’s actually on WhatsApp for work, in the US
Where WhatsApp fits, by industry
The audiences and the creative
The follow-up is the channel
WhatsApp ads for your industry
Who runs your program
Kyle Rasmussen, co-founder. A top sales rep at Glassdoor, where he broke the company record for most meetings set in a single week, before leading sales at Talview and Chat Metrics. He has booked meetings with C-suite executives at accounts including Starbucks. Kyle designs every play; the system scales it.
Other ways we work with B2B companies
Facebook ads, for owners and managers who run their day from a phone but don’t text for work.
Instagram ads, for founders and brand leads.
Outbound sales, if you want email plus LinkedIn and calling with our team on the phones.
Andrew Elsakr, co-founder. Founded Lyne.ai, one of the first AI personalization tools for cold email, and sold it in 2023. Andrew builds the audiences, the monitoring, and the follow-up system behind every paid ads program.
The two founders run every account personally, with no junior pods and no handoffs, and the client roster is kept deliberately small so results stay accountable month to month. IntentSignal clients averaged 30 booked meetings per month in June 2026.
Not listed? See all industries or book a call.
A form fill can wait until tomorrow morning. A WhatsApp message can’t. The buyer is in the chat now, and if nobody answers in five minutes he’s gone and he’s a little annoyed.
So the program is staffed for it. Someone on our team is in your WhatsApp Business account during the hours your buyers are active, and for field-based owners that’s early morning and evening, not nine to five. They answer the first message, ask one qualifying question, answer the first real question, and book the call. Threads that turn out to be job seekers, vendors, or the wrong buyer get closed politely and don’t count.
Every morning we check yesterday’s booked calls against the target. Hit it, spend goes up. Missed it, it’s the audience, the spend, the creative and the first message, or the response time, and we fix the one that’s off before today’s ads run. Response time is the fourth cause on WhatsApp, and it’s the one that’s usually wrong on programs other agencies ran.
Same three audiences as every Meta program: the signal audience of named companies that just did something, rebuilt daily; the retargeting audience of anyone who engaged; and the lookalike seeded from closed-won customers. On WhatsApp campaigns the signal audience is matched with a phone-number emphasis, because that’s what the channel runs on.
The creative is short and it sets up the chat. A 15-second vertical video of you saying the one line about the signal, ending with “message us and we’ll tell you what it’d cost.” A photo of the thing itself, the part or the roof or the truck. And the prefilled first message. That’s the most important piece of copy on the whole campaign, because it has to be something the buyer would actually send, like “Hi, I saw the ad about second-source quotes, can you send me a number?” We don’t use “I’m interested in learning more,” because nobody types that.
Strong fit: commercial contractors (HVAC, roofing, electrical, plumbing) selling to owner-operators and smaller property managers, commercial facility services, freight brokers and 3PLs selling to smaller shippers, food and beverage companies selling to restaurant groups and independent grocers, merchant services and POS selling to multi-location restaurant and retail operators, equipment finance selling to contractors and fleets, fulfillment selling to e-commerce brands with international founders.
Workable: staffing agencies for hourly and skilled-trade placements, building products selling to contractors, promotional products, industrial distributors selling to smaller plants, VoIP selling to multi-location SMBs.
Thin, and the industry page says so: B2B SaaS selling to mid-market, insurance brokers selling to CFOs, cloud partners, private credit, IT resellers selling to IT directors, MSPs selling to professional services firms. For those, the WhatsApp page exists and is short, and it points at Facebook or email. If you sell outside the US, most of the thin list moves to strong, and the fit call is where we sort that out.
The list is specific, and if your buyer isn’t on it, we’d rather run Facebook for you. Field-based owners. Contractors, landscapers, facility services operators, small fleet owners. They run the business from a phone, they don’t check email until evening, and they answer a WhatsApp message on the roof. Immigrant-owned businesses. In a lot of US metros, a meaningful share of restaurants, food distributors, construction firms, and trucking companies are run by owners for whom WhatsApp is the default channel, in English or otherwise. A form gets ignored. A message gets answered. Freight and logistics. Dispatchers, drivers, and small carrier owners already work in WhatsApp groups all day. A shipper’s logistics manager at a smaller company often does too. Restaurant and food operators. Multi-unit operators, food distributors, and the buyers at smaller grocers manage suppliers by text. The Upside program reached 6.5 percent of US restaurant locations in a quarter, so we know what those buyers respond to. Buyers outside the US. If you sell into Latin America, India, Southeast Asia, the Middle East, or much of Europe, WhatsApp is the business channel, and a form-based ad underperforms a chat-based one by a wide margin. Who mostly isn’t: enterprise IT, mid-market finance, corporate HR, anyone whose company issues them a laptop and a Teams account. For those buyers WhatsApp is personal, and a business message there reads as intrusive.
The ad looks like any Facebook or Instagram ad: a video or an image, a line of text, a button. The button says “Send message” and it opens WhatsApp with a thread to your business account and a prefilled first message the buyer can send with one tap.
That tap is the conversion. There’s no landing page, no form, and no calendar link to click. The buyer sends “Hi, I saw the ad about the March shutdown” and a person on our team, in your business account, replies within minutes, working it to a booked call. We confirm what they need, answer the first question, and send a calendar link or book the call directly in the chat.
Meta counts the tap as a conversation started, and that’s what the campaign optimizes for. We don’t manage to that number. We manage to calls booked out of the threads, and that’s the number in your daily log.
Tell us your industry, your deal size, and whether your buyer texts. We’ll tell you whether WhatsApp fits, whether Facebook would do more for the same spend, and what the fee would be.
Terms we use on this page
Do American business buyers really use WhatsApp?
Some do, and the page above names them: field-based owners, immigrant-owned businesses, freight, food operators, and anyone outside the US. Most corporate buyers don't, and for them we'd run Facebook or email. We'd rather tell you that on the fit call than run a channel that won't work for your buyer.
Who answers the chats?
Someone on our team, in your WhatsApp Business account, during the hours your buyers are active. It isn't a bot. The first reply is within minutes, because a WhatsApp lead who waits an hour is gone.
Can our own team answer instead?
Yes, if they can do it within minutes during the hours the ads run, which for field-based buyers means early and late. Most clients let us handle the first reply and the booking and take over once the call is on the calendar.
Does this need a WhatsApp Business account?
Yes, a WhatsApp Business account connected to your Meta Business Manager. We set it up in week one if you don't have one, in your name.
Is it compliant?
Click-to-WhatsApp ads are opt-in by design: the buyer starts the conversation by tapping the ad and sending the first message. We don't send unsolicited WhatsApp messages to anyone, and we don't upload phone lists to message them cold. That would violate WhatsApp's business policy and get the account banned.
What does it cost?
The management fee is priced per program, based on spend, audiences, and the hours of chat coverage your buyers need. Spend is billed to your card by Meta. We'll give you the fee on the fit call.