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Commerce, Catalogs & CTWA

In the evolving world of digital commerce, WhatsApp Business API opens doors for businesses to turn conversations into conversions. By integrating commerce features like catalogs and Click-to-WhatsApp (CTWA) ads, companies can showcase products, facilitate seamless shopping experiences, and drive sales directly within chats. This section dives into how these tools work, focusing on practical insights for business owners looking to enhance their customer interactions and boost revenue. Whether you're a small retailer or a growing e-commerce brand, understanding these features can help you leverage WhatsApp's massive user base effectively.

Catalog & Product Messages​

WhatsApp Catalogs are a game-changer for businesses using the API, allowing you to create an interactive digital storefront right within the messaging platform. Below, we explore the essentials to help you implement this for your operations.

What is a WhatsApp Catalog?​

A WhatsApp Catalog is essentially a mobile-friendly showcase of your products or services that customers can browse directly in their WhatsApp chats. It's like having a mini e-commerce store embedded in conversations—users can view item details, images, prices, descriptions, and even add items to a cart without leaving the app. For businesses on the WhatsApp Business API, catalogs are managed through Meta's Commerce Manager or via API integrations, enabling synchronization with your existing inventory systems (like Shopify or custom databases). This feature turns casual inquiries into shopping opportunities, making it easier to upsell and provide personalized recommendations. Catalogs are shareable via links, messages, or even integrated into your business profile, increasing visibility and engagement.

Catalog vs Normal Media Messages​

While both catalogs and normal media messages (like sending images or videos) can display products, they serve different purposes:

  • Catalogs: Structured and interactive. Customers can tap to view full details, zoom on images, read descriptions, and add to cart. They're searchable, organized into sections, and support dynamic updates (e.g., stock availability). Ideal for professional presentations and scaling sales.
  • Normal Media Messages: Simple attachments like photos or videos sent in chats. These lack interactivity—no built-in cart, no detailed metadata, and no easy browsing. They're great for quick shares or custom visuals but don't provide the polished, shop-like experience of a catalog. Plus, media messages might incur fees outside the service window, while catalog shares can be more cost-effective for marketing.

In short, catalogs elevate your messaging from basic sharing to a full-fledged sales tool, improving user experience and conversion rates.

Single-Product vs Multi-Product Messages​

When promoting items from your catalog via the API, you have flexibility in how you present them:

  • Single-Product Messages: Focus on one item, displaying its thumbnail, title, description, price, and a call-to-action button (e.g., "Add to Cart" or "Learn More"). Perfect for targeted promotions, like highlighting a bestseller or responding to a specific customer query. These messages keep things simple and direct attention to a single offering.
  • Multi-Product Messages: Showcase up to 30 items in one message, arranged in a carousel or grid view. Users can swipe through thumbnails and select items to view details or add to cart. Great for collections, recommendations, or flash sales, as they encourage browsing and multiple additions. However, stick to relevant groupings to avoid overwhelming recipients.

Both types use approved templates to comply with WhatsApp's policies, ensuring messages aren't spammy. Multi-product messages can increase engagement by offering variety, but single-product ones often lead to higher focus and quicker decisions.

Cart Behaviour and Checkout Flow​

The cart feature in WhatsApp Catalogs streamlines the buying process, making it feel natural within a conversation:

  • Cart Behaviour: Customers can add multiple items from your catalog to a virtual cart while chatting. They see a running total, item summaries, and options to adjust quantities or remove products. Once ready, they send an "Order" message back to you, which includes the cart details. This interactive flow keeps everything in one thread, reducing friction and abandonment.
  • Checkout Flow:
  • In-Chat Checkout: Available in select regions (e.g., India, Brazil) where WhatsApp Payments is enabled. Customers complete payment directly in the app using integrated methods like UPI or credit cards. It's fast, secure, and boosts impulse buys since no external navigation is needed.
  • Redirect Checkout: In most other regions (e.g., US, Europe, Asia-Pacific excluding supported payment areas), the cart leads to a redirect. After sending the order, customers are prompted to visit your website or a payment link (e.g., via Stripe, PayPal, or Shopify) to finalize the purchase. This maintains security and compliance while integrating with your existing e-commerce setup.

Choose based on your location and audience— in-chat is ideal for high-trust markets, while redirects offer more control over the payment process. Always ensure compliance with Meta's commerce policies to avoid reviews or rejections.

Catalog limits​

** (Number of Items, Media Requirements, Regions)**

To keep things efficient and user-friendly, WhatsApp imposes practical limits on catalogs:

  • Number of Items:
  • WhatsApp Business App: Up to 500 products per catalog.
  • WhatsApp Business API: Unlimited items, especially when synced via data feeds from platforms like Commerce Manager. This scalability makes the API perfect for larger inventories.
  • Media Requirements:
  • Up to 10 images or videos per item.
  • Images: Must be square (1:1 aspect ratio), recommended resolution 1080 x 1080 pixels (minimum 640 x 640). File size under 5 MB each. Supported formats include JPEG, PNG.
  • Videos: Size limit of 50 MB, with auto-generated thumbnails. Use for dynamic demos but keep them short for quick loading.
  • General: At least one image required per item; high-quality visuals improve engagement. Products must have unique titles, country of origin, and optional details like price or links.
  • Regions:
  • Catalog creation is available in nearly all countries where WhatsApp Business operates, with no major restrictions on setup.
  • Feature variations: In-chat payments are limited to specific regions like India and Brazil. In others, use redirects. Product reviews by Meta ensure compliance, which can take minutes to a day. Avoid prohibited items (e.g., weapons, adult content) per global policies.

These limits ensure smooth performance— for API users, partnering with a provider like Chakra Chat can help manage large catalogs and automations effortlessly.

By incorporating catalogs into your WhatsApp strategy, you can transform chats into revenue streams. Pair them with CTWA ads to attract more traffic: these ads on Facebook or Instagram direct users to a pre-filled WhatsApp chat, often starting with a product query or catalog link. This seamless integration drives higher click-through rates and conversions. For businesses using tools like Chakra Chat, automating responses and order tracking becomes even simpler, helping you scale without added complexity. Explore Meta's resources for setup guides and start optimizing your commerce presence today.

Managing Catalogs​

Effective catalog management is key to showcasing your products professionally on WhatsApp. Whether you're adding new items, organizing them into groups, or analyzing performance, these processes help maintain an up-to-date digital storefront. For API users, catalogs are primarily managed through Meta's Commerce Manager, which syncs seamlessly with your WhatsApp Business Account (WABA). This allows for bulk uploads, real-time updates, and integration with e-commerce platforms like Shopify.

Adding, Editing, and Removing Products​

Adding products to your catalog ensures customers see your latest offerings. Here's how it works:

  • Adding Products: In Commerce Manager (accessible via business.facebook.com), navigate to Catalogs > Add Items. Upload high-quality images (up to 10 per product), enter details like title, description, price, country of origin, and optional fields such as sale price, website link, or product code. For bulk additions, use data feeds or spreadsheets. Once added, items undergo a quick review by Meta to comply with commerce policies—typically approved within minutes to 24 hours. In the WhatsApp Business App (if using Coexistence), go to Business Tools > Catalog > Add New Item, upload images, and fill in details before saving.
  • Editing Products: Update existing items to reflect changes like pricing or stock. In Commerce Manager, select the product, edit fields (e.g., add a sale price or new images), and save. Changes sync across WhatsApp instantly. In the app: Tap Catalog > Select item > Edit > Make changes > Save. This keeps your catalog dynamic without disrupting customer views.
  • Removing Products: To declutter, in Commerce Manager, select items and choose Delete. In the app: Go to Catalog > Select item > Edit > Scroll to bottom > Delete Item > Confirm. Removed products won't appear in customer views or shared links, but historical orders may still reference them.

All changes are subject to Meta's policies to prevent prohibited items (e.g., no weapons or adult content). For larger inventories, tools like Chakra Chat can automate syncing from your CRM or inventory system, reducing manual effort.

Collections and Product Groups​

Organize your catalog into collections to make browsing intuitive for customers—think seasonal promotions or category groupings like "Summer Essentials" or "Best Sellers."

  • Creating Collections: In Commerce Manager, go to Catalogs > Collections > Create New. Name the collection, select products to include, and save. In the WhatsApp Business App: Tap Catalog > Collections > Add New Collection > Enter name > Select items > Save. Collections are reviewed (up to 24 hours) before going live.
  • Managing and Editing: Reorder collections by dragging in the menu for better visibility. To add/remove items: Select the collection > Edit > Check/uncheck products > Save. Rename by editing the collection details, or delete by selecting Delete > Confirm. This feature helps highlight promotions without overwhelming users.

Groupings enhance discoverability, allowing customers to filter and find relevant products faster during chats.

Using Products in Conversations, Campaigns​

Integrate your catalog directly into customer interactions for a frictionless experience:

  • In Conversations: During a chat, send single-product messages (focusing on one item with details and an "Add to Cart" button) or multi-product messages (up to 30 items in a carousel). Customers can browse, add to carts, and submit orders in-thread. Use quick replies or bots via the API to suggest products based on queries—e.g., "Check out our latest collection!" followed by a catalog link.
  • In Campaigns: For marketing blasts, embed product links in approved template messages. Broadcast to opted-in contacts or tie into CTWA ads for targeted promotions. Track engagement to refine future sends. With Chakra Chat, automate these flows, sending personalized product recommendations based on user behavior.

This turns passive chats into active sales channels, increasing conversion rates.

Catalog Analytics and Best Practices​

Gain insights to refine your strategy:

  • Analytics: Through Meta Business Suite or Commerce Manager, monitor metrics like views, shares, adds to cart, and orders initiated from WhatsApp. API integrations provide deeper data, such as click-through rates on product messages. Track ROI by linking to ad campaigns or conversation logs.
  • Best Practices:
    • Focus on high-demand products first to build momentum.
    • Use high-resolution, square images (1080x1080 pixels) and detailed descriptions for better engagement.
    • Create themed collections to guide browsing and upsell (e.g., bundle related items).
    • Keep catalogs updated—remove out-of-stock items promptly to avoid frustration.
    • Comply with policies: Ensure accurate pricing, no misleading claims, and opt-in for marketing shares.
    • Test with small audiences: Analyze what drives clicks and adjust accordingly.
    • Integrate with tools like Chakra Chat for automation, such as auto-sending catalogs on keywords like "menu" or "products."

Following these boosts visibility and sales, with businesses reporting up to 30% higher conversions through well-managed catalogs.

Click-to-WhatsApp (CTWA) & Entry Points​

CTWA bridges advertising and direct messaging, making it easier for customers to connect with your business on WhatsApp. It's a powerful tool for lead generation and sales funnels, especially when combined with API automations.

What is CTWA​

CTWA, or Click-to-WhatsApp, is an ad format that includes a "Send Message" button, directing users straight to a WhatsApp chat with your business. It pre-fills a message (e.g., "I'm interested in your products") to kickstart the conversation.

  • Where It Appears:
    • Facebook: In feeds, stories, Marketplace, or as page CTAs.
    • Instagram: On profiles, posts, stories, or ads.
    • Website: Embed wa.me links or buttons on your site, emails, or even QR codes on physical packaging/search ads. This creates seamless entry points from online browsing to chats.

CTWA drives high engagement, with click-through rates often 2-3x higher than traditional ads, as users prefer messaging over forms.

Free Entry-Point Rules​

Free Entry-Point Rules and Conversation Charging from Ads

To encourage responses, Meta offers free messaging windows for CTWA-initiated chats:

  • Free Entry-Point Rules: When a user clicks a CTWA ad or Facebook CTA (via mobile app), it opens a 24-hour customer service window. If you respond within that time (any message type), a 72-hour Free Entry Point (FEP) window activates from the response time. During the FEP, all messages—including templates—are free. The service window runs independently; after 24 hours without user replies, only templates can be sent (free in FEP).
  • Conversation Charging from Ads: User messages are always free. Non-template responses in the service window are free. Templates are charged per-message based on category (marketing, utility, authentication) and recipient country—e.g., marketing messages cost more. However, in the FEP window, even templates are free. Post-FEP, charges apply unless in an active service window. As of January 1, 2026, rates updated: Lower for France/Egypt marketing, higher for India; new volume tiers for discounts on utility/authentication.

This structure minimizes costs for timely engagements—aim to respond quickly to maximize free messaging.

Using Templates with CTWA Flows​

Templates enhance CTWA by standardizing and automating responses:

  • Integrate pre-approved templates (e.g., greetings like "Welcome! How can we help with our catalog?") into CTWA flows. When a user clicks, the chat starts with a templated auto-reply, guiding them toward products or support.
  • In the 72-hour FEP, send unlimited templates free—ideal for nurturing leads with promotions or catalogs.
  • Use dynamic templates with variables (e.g., user name or ad-specific details) for personalization. Combine with Flows (interactive forms in chats) to collect info or process orders without leaving WhatsApp.
  • Best with API tools like Chakra Chat: Set up flows to trigger templates on CTWA entries, track conversions, and segment users for follow-ups.

This setup ensures compliant, efficient interactions, boosting retention and sales.

By mastering these features, businesses can create a cohesive WhatsApp ecosystem that drives traffic, nurtures leads, and closes deals. For seamless implementation, consider Chakra Chat's API integrations to automate catalog updates and CTWA responses. Stay updated via Meta's resources for any 2026 policy changes.