Meta Expands Ad Opportunities On WhatsApp Status

Plus: Why last click undervalues channel revenue by over 90%

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

ClickZ Digital Ad Platform News

Here's what's happening this week in the world of digital ad platforms: 
- WhatsApp Status ads now click straight into chat.
- Google auto-enables Store Visits, distorting ROAS if unchecked.
- YouTube adds swappable brand slots and AI tagging.
- Amazon taps SiriusXM for programmatic audio reach and data.
- Topsort lands Coles retail media, displacing CitrusAd.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Meta now allows click to WhatsApp ads to run in the Status placement, linking people from Facebook or Instagram into a business chat via a full-screen unit in the Updates tab. This unifies high-impact Status inventory with proven DM conversion paths, expanding DM commerce potential across WhatsApp’s large U.S. user base. Marketers running click-to-message gain a new full-screen canvas; availability is regional for now.

Meta is expanding access to Reels Trending Ads and rolling out carousel ads and broader image formats on Threads, plus enabling Threads campaigns for businesses without a Threads account. The move increases brand-safe video adjacency and lowers barriers to testing Threads inventory, while new qualifiers aim to sharpen AI-powered delivery. Performance teams get broader reach and fresh creative levers across short-form and conversational surfaces.

YouTube will let creators insert swappable sponsorship slots in long-form videos and is rolling out AI-driven auto timestamps and product tagging, plus a Shorts brand link. The move ties content to commerce more tightly and enables ongoing resale of sponsorship inventory. Brands and creators get more flexible monetization and time-synced product visibility at scale.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Amazon Ads Partners With SiriusXM For Programmatic Audio: Amazon’s first-party data will power targeting across SiriusXM’s premium audio inventory with AI optimization and measurement, expanding addressable audio options for retail advertisers.(More)

How To Get More Followers On Instagram: 22 Ways In 2025: A 2025 playbook for Reels-led growth, creator seeding and Threads integration to build audiences ahead of peak season.(More)

9 Ways To Use The Meta Ad Library For Research: Meta’s Ad Library enables benchmarking of competitors’ creatives, placements and flight durations to inform faster test plans and Advantage+ inputs.(More)

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