Business message assets

Page Summary

• Business message assets on Google Search results pages function as Click-to-Message assets that connect users to advertisers on WhatsApp.

• Access to this feature is restricted by an allowlist and requires contacting your Account Manager.

• Creating a business message asset requires an active WhatsApp account, the business message provider set to WhatsApp, a welcome message, and a call to action.

• Business message assets can be linked at the account, campaign, or ad group level, with only one active asset allowed at a time.

• For Responsive Search Ads, if multiple message assets are eligible, the ad will use the asset at the lowest level in the Customer -> Campaign -> AdGroup hierarchy.

Business message assets appear on a search results page and function as Click-to-Message (CTM) assets. When a user clicks a CTM asset, that initiates a messaging connection with the advertiser on a supported messaging platform (such as WhatsApp, Facebook Messenger, or Zalo).

This feature is restricted using an allowlist in the API. To gain access, contact your account manager.

Create a business message asset

You can create a business message asset as you would any other asset using AssetService.

The elements required for creation are:

• A business message provider. Supported providers are WhatsApp (WHATSAPP), Facebook Messenger (FACEBOOK_MESSENGER, starting in v23), and Zalo (ZALO, starting in v23).
• Provider-specific account information in message_provider_data:
  • For WhatsApp (whatsapp_info): WhatsappBusinessMessageInfo identified by a two-letter country_code (such as 'US') and phone_number (such as '1234567890').
  • For Facebook Messenger (facebook_messenger_info): FacebookMessengerBusinessMessageInfo identified by page_name.
  • For Zalo (zalo_info): ZaloBusinessMessageInfo identified by oa_id or custom_name.
• A welcome message (starter_message) to prompt the user to initiate a conversation.
• A compelling call to action that empowers people to engage with your business or service.

Note: Business message assets must comply with Google Ads policies, including advertiser verification and messaging requirements.

The response will return the asset ID which you can use for linking.

Link a business message asset

You can link business message assets at the account, campaign, or ad group level. Only one active business message asset with status set to ENABLED is allowed for each message provider type at each level.

Responsive search ads

In a responsive search ad, when multiple message assets are eligible, the ad uses the asset at the lowest level in the hierarchy of Customer -> Campaign -> AdGroup.