In the bustling city of Pune, digital marketing agencies recently gathered for an exclusive event hosted by Meta – the Meta Ads Partner Excellence Program (APEX) Masterclass. This structured enablement initiative, launched in February 2025, aims to empower agencies across India and drive growth for small and medium-sized businesses (SMBs) through the power of messaging-first advertising strategies.
The Pune session, held on July 23, 2025, provided a deep dive into the key pillars of the APEX program and a special focus on the transformative potential of Click-to-WhatsApp Ads (CTWA) – a cutting-edge ad format that is revolutionizing the way SMBs connect with their customers.
Capability Building: Equipping Agencies for Success
At the heart of the Meta Ads Partner Excellence Program (APEX) lies a commitment to equipping agencies with the knowledge and skills needed to thrive in the ever-evolving digital landscape. The Pune event showcased the program’s robust capability-building initiatives, including:
Monthly Webinars
Agencies attending the Pune session were introduced to the APEX program’s monthly webinar series, which covers a wide range of topics, from click-to-message best practices and performance strategies to real-world case studies. These interactive sessions provide agencies with actionable insights and practical guidance to stay ahead of the curve.
Meta Blueprint Certification
To further enhance their expertise, agencies were encouraged to explore the Meta Blueprint self-paced certification modules, which delve deep into the intricacies of Meta’s ad solutions and the latest industry trends. This comprehensive training program empowers agencies to become trusted partners in Meta’s ecosystem.
Ongoing Support and Community
The Meta Ads Partner Excellence Program (APEX) also fosters a vibrant community of agencies, facilitating knowledge-sharing and collaborative learning. Attendees were introduced to the program’s newsletters, which deliver actionable insights, updates, and shareable templates. Additionally, the “Office Hours” initiative provides agencies with direct access to Meta experts for one-on-one consultations and Q&A sessions.
Tools and Templates: Streamlining Agency Operations
Recognizing the importance of operational efficiency, the APEX program equips agencies with a suite of tools and templates to streamline their workflows and scale their impact. During the Pune event, agencies were introduced to:
Downloadable Campaign Guides
Agencies received access to a library of downloadable campaign guides, pitch-ready decks, and planning templates, enabling them to quickly and effectively develop and execute campaigns for their SMB clients.
Shareable Collateral
The APEX program also provides agencies with shareable collateral, including educational materials and best practices, which can be easily distributed across their teams to foster a culture of continuous learning and growth.
In-person Masterclasses: Driving Local Impact
In addition to the virtual enablement initiatives, the Meta Ads Partner Excellence Program (APEX) places a strong emphasis on in-person engagement. The Pune event was part of a series of masterclasses being conducted across 20+ tier-2 and tier-3 cities in India, allowing agencies to connect, collaborate, and learn from one another in a more intimate setting.
During the Pune session, agencies received guidance on becoming trusted partners in Meta’s ecosystem and leveraging cutting-edge tools to drive meaningful impact for their SMB clients.
CTWA: The Future of Messaging-first Advertising
A key focus area within the APEX program is the transformative potential of Click-to-WhatsApp Ads (CTWA) – a game-changing ad format that seamlessly integrates the power of messaging-first strategies with the reach and targeting capabilities of Meta’s advertising platforms.
What is CTWA?
CTWA, or “Ads That Click to WhatsApp,” is an ad format that places a WhatsApp call-to-action (CTA) button on Instagram or Facebook ads. When a user clicks on this CTA, it opens a WhatsApp chat with the business, enabling direct, personalized conversations and driving higher-quality conversions.
CTWA Best Practices and Setup
During the Pune event, agencies were introduced to the best practices and setup requirements for CTWA campaigns. This included guidance on selecting the appropriate campaign objective (Engagement or Messages), setting the conversion location to “Messaging Apps” with WhatsApp as the target, and leveraging ad types that directly lead users to the WhatsApp chat.
Agencies also learned about the options to incorporate icebreaker messages and customizable autofill texts to kickstart engaging conversations with potential customers.
Advanced CTWA Features
Beyond the basic setup, the Meta Ads Partner Excellence Program (APEX) also highlighted the advanced features of CTWA, empowering agencies to create even more sophisticated and automated messaging experiences for their SMB clients. This includes the integration of WhatsApp chat flows, chatbots, and product catalogues to streamline user journeys and enhance conversational engagement.
Conversion Tracking and Analytics
Recognizing the importance of data-driven decision-making, the APEX program showcased the integration of Meta’s Conversions API (CAPI) – a powerful tool that allows agencies to track purchases and lead conversions initiated via CTWA campaigns and attribute them back to their advertising efforts within the Meta Ads Manager. This provides agencies with unparalleled visibility into the ROI of their CTWA strategies.
Performance Benefits
CTWA-triggered conversations are categorized as free-entry-point conversations, with no charge for the first 72 hours after the message is initiated. This unique feature, combined with the direct messaging format and targeted audience delivery, generally yields higher lead quality and better conversion rates for SMB advertisers.
Campaign Planning and Optimization Tips
To help agencies maximize the impact of their CTWA campaigns, the Pune event also covered best practices for campaign planning and optimization. This included recommendations on campaign duration (at least 7 days) and the use of lifetime budgets to allow for greater flexibility and improved algorithm adjustment over time.
Empowering Agencies, Driving SMB Growth
The Meta Ads Partner Excellence Program (APEX), as showcased in the Pune masterclass, is a transformative initiative that is poised to revolutionize the way digital marketing agencies support the growth of small and medium-sized businesses in India.
By equipping agencies with the necessary capabilities, tools, and resources, the APEX program is creating a network of empowered partners who can leverage cutting-edge advertising solutions, like Click-to-WhatsApp Ads, to drive meaningful impact for their SMB clients.
As the program continues to scale and reach more agencies across the country, the ripple effects will be felt by countless SMBs, who will have access to the expertise and strategies needed to thrive in the digital age.
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