WhatsApp Native MP Sign Up Flow

The user problem: The current flow for WhatsApp users who want to schedule a call with a Meta Pro leads them outside of the app, creating an unnecessarily longer experience. Not only does this potentially stymie related user tasks that are done in WhatsApp by taking the user to an external site that has no current redirect back to the app, but risks a drop in user trust on WhatsApp’s privacy, which is a key pillar for the brand.

The business problem: With ~588K Meta Pro Program eligible advertisers, the incremental revenue potential for this initiative is $143M. Not optimizing the sign up flow (especially for newer users) is leaving much of that potential revenue on the table.

The solve: Leverage a native sign up flow to schedule the call and align call details on backend with Meta Pro Team, which can reduce friction with ads product adoption and promote ads product retention.