Create click-to-message ad (WhatsApp / Messenger / Instagram Direct)

Facebook or Instagram SocialAccount ID.

Meta ad account ID, e.g. act_123456789.

Ad display name. Used to derive campaign / ad set names. On the multi-creative shape, each ad's Meta name gets a " #N" suffix (1-indexed) so Ads Manager shows them as a numbered batch.

Single-creative shape only. Mutually exclusive with creatives[].

Primary text shown above the image / video. Single-creative shape only. Mutually exclusive with creatives[].

Image asset for single-creative shape. Mutually exclusive with video and with creatives[]. Required on the single-creative shape if video is not supplied.

Attach the creatives to this EXISTING messaging ad set instead of building a campaign, so the ad set keeps its learning phase. It then owns budget, targeting and schedule, so budgetAmount, budgetType, endDate, objective, countries, interests and audienceId are rejected with a 400 alongside it. Its destination_type must match the ad's destination.

Budget amount in the ad account's currency major units (e.g. dollars for USD, not cents). Must be > 0. Required unless adSetId is set, where the ad set owns it.

Required unless adSetId is set.

ISO 4217 currency code matching the ad account's currency (e.g. USD). Optional; Meta infers from the ad account when omitted.

ISO 8601 datetime. Required when budgetType is lifetime.

Custom audience ID to target.

Meta's Advantage+ audience expansion. 0 (default) keeps targeting strict; 1 lets Meta expand beyond the supplied targeting when its delivery system finds better matches. Always sent on CREATE (Meta requires it).

Defaults to OUTCOME_ENGAGEMENT. OUTCOME_SALES and OUTCOME_LEADS require additional account configuration (Dataset linked to the WABA for sales) and may be rejected by Meta if missing.

Meta bid strategy applied to the shared ad set. Defaults to LOWEST_COST_WITHOUT_CAP (auto-bid) when omitted. LOWEST_COST_WITH_BID_CAP and COST_CAP require bidAmount. LOWEST_COST_WITH_MIN_ROAS requires roasAverageFloor. CTWA's optimization_goal is fixed to CONVERSATIONS, but the bid strategy is independent.

Whole currency units (e.g. 5 = $5.00 on a USD account). Required when bidStrategy is LOWEST_COST_WITH_BID_CAP or COST_CAP; rejected otherwise.

Decimal ROAS multiplier (e.g. 2.0 = 2.0× ROAS floor). Required when bidStrategy is LOWEST_COST_WITH_MIN_ROAS; rejected otherwise. Meta enforces its own upper bound server-side.

Legal entity that benefits from the ad. Required when targeting EU users (EU DSA, Article 26). Optional if the ad account has a default beneficiary: set it once via PATCH /v1/ads/accounts or in Meta Ads Manager, and Meta fills it in whenever the field is omitted.

Legal entity that pays for the ad. Can differ from dsaBeneficiary (for example, an agency paying for a client's ads). Same rules as dsaBeneficiary: required for EU targeting unless the ad account has a default payor.

Where the conversation opens when the ad is tapped.