The first message in a Click-to-WhatsApp conversation decides how quickly you can help the customer. A prefilled message or tappable ice breaker that asks for the right details, such as dates, quantity, or the product they saw, turns a vague “hi, how much?” into a conversation your team can close. Getting this right is one of the cheapest improvements you can make to a WhatsApp campaign.
When someone taps a Click-to-WhatsApp ad, WhatsApp opens with a message ready to send. Most businesses leave the default or write something generic. The result is hundreds of conversations that start with no context, and a team that spends its first two messages just figuring out what the person wants.
The three pieces you can control
1. The prefilled message. The text that appears in the customer’s message box when WhatsApp opens. They can send it as is or edit it.
2. Ice breakers or frequently asked questions. Tappable options that let the customer start with a specific question.
3. Your automatic greeting. The reply the customer receives from your business, set in WhatsApp Business or through your API provider.
All three should work together.
Writing the prefilled message
Make it specific to the ad, so your team knows where the chat came from and what the person saw.
- Generic: “Hello, I want to ask.”
- Better: “Hi, I saw the weekend brunch package on Instagram. I’d like to check availability.”
Tips:
- Mention the product, offer, or campaign
- Keep it short and natural, as if the customer wrote it
- Leave space for them to add details
- Use the language of the audience you are targeting
A campaign-specific prefilled message also makes it easier to count which ads drive conversations.
Writing ice breakers
Ice breakers should mirror the questions your team receives most, phrased so that tapping one moves the conversation forward.
- Restaurant: “Book a table for this weekend” / “See the set menu” / “Ask about private events”
- Hotel or villa: “Check availability for my dates” / “What’s included in the price?” / “Airport transfer options”
- Retail: “Is this available in my size?” / “Which branch has stock?” / “Delivery to my city”
- Services: “Book a consultation” / “See prices” / “What should I prepare?”
Aim for three or four options. Too many choices slow people down.
Writing the automatic greeting
Your greeting should do three things quickly:
- Welcome the person and confirm they reached the right business
- Ask for key details in one message, so you can respond with a real answer
- Set expectations about response time
Example for a villa:
“Hi, thanks for messaging Villa Name. To check availability, please share your check-in and check-out dates and number of guests. Our team usually replies within 15 minutes, 8am to 9pm Bali time.”
Example for a retail store:
“Hi, thanks for contacting Store Name. Please send the product name or photo, your size, and your city, and we’ll check stock for you right away.”
Qualify without sounding like a form
The goal is to collect useful information while keeping the tone friendly. Ask for two or three details at most in the first reply. Save other questions for later in the conversation, once you have answered something useful.
Test and improve
Treat first messages like ad copy. Try different prefilled messages and ice breakers across ads, and compare:
- How many conversations included useful details from the start
- How many turned into bookings or sales
- How long it took your team to close
The right first message depends partly on your campaign objective. Our Indonesian guide to choosing a Click-to-WhatsApp objective explains how they fit together. For restaurant-specific examples, see our Indonesian guide to WhatsApp reservations.
Read also: Memilih Tujuan Kampanye Click-to-WhatsApp: Engagement, Leads, atau Sales
Read also: Click-to-WhatsApp untuk Reservasi Restoran
FAQ: WhatsApp First Messages
Can customers edit the prefilled message?
Yes. They can send it as is, edit it, or delete it.
How many ice breakers should I add?
Three or four is usually enough. Choose the questions your team hears most often.
Should the greeting be automated?
An automatic greeting helps outside working hours and sets expectations. Follow it with a personal reply as soon as possible.
Should I use different first messages for different ads?
Yes. Matching the message to each ad makes conversations clearer and easier to measure.
Start every chat on the right foot
Skipjack Digital is a performance marketing agency based in Denpasar, an official Meta, Google and TikTok partner with more than IDR 25 billion in ad spend managed. We help businesses design Click-to-WhatsApp ads and chat flows that turn conversations into customers.
