TikTok is rolling out a new ad feature that gives businesses more control over where their leads go — and it’s a smart move for marketers who rely on messaging apps to connect with potential customers.
Previously, TikTok’s Promote tool allowed brands to boost content with a goal to get more direct messages inside the TikTok app. But now, there’s a new twist: you can choose to send users to third-party messaging apps like WhatsApp, Facebook Messenger, LINE, and Zalo instead.
What’s New?
This update gives advertisers a new “Messaging App” goal when setting up lead generation campaigns. Instead of funneling all interactions through TikTok’s native inbox, you can guide users directly to a messaging app they already use and trust.
That means when someone clicks on your boosted post or ad, they’ll be sent to your brand’s chat on their preferred app — assuming they have it installed on their phone.
Why This Matters for Marketers
With DMs quickly becoming a preferred way to communicate with brands, this shift adds more flexibility to how you manage inquiries, leads, and customer conversations.
Here’s why it’s a big deal:
- Meet customers where they already are — No need to ask people to check yet another inbox.
- Streamline your support — Centralize messages in platforms your team is already using.
- Increase trust and conversion — Users are more likely to engage on platforms they feel comfortable with.
Currently, the feature only supports WhatsApp, Facebook Messenger, LINE, and Zalo, so it’s not yet universal. But it’s a solid starting point, especially in regions where these apps dominate daily communication.
A Small Change With Big Potential
Whether you’re a small business managing leads through WhatsApp or a global brand running campaigns across platforms, this update makes TikTok a more useful lead-generation tool. Instead of scattered conversations across platforms, you can funnel interactions into your preferred system — saving time and improving response rates.
As messaging becomes an even bigger part of how we shop, book, and interact with businesses, expect platforms like TikTok to keep investing in tools that blend social and customer service more seamlessly.
