> For the complete documentation index, see [llms.txt](https://docs.cekat.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.cekat.ai/en/marketing-legacy/ads-setting-on-platform/tiktok-ads-setting.md).

# TikTok Ads Setting

## TikTok conversation ads: TikTok Inbox Ads and TikTok CTWA Ads

### Overview

TikTok offers several ad destinations to help businesses talk directly with potential customers. The two formats most often used to start conversations are **TikTok Inbox Ads** and **TikTok Click to WhatsApp (CTWA) Ads**.

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### TikTok Inbox Ads

TikTok Inbox Ads send people to TikTok Direct Messages (Inbox) after they tap the ad's call-to-action (CTA) button.

#### How it works

`TikTok ad` → `Send Message` → `TikTok Direct Messages` → `Conversation with your TikTok Business account`

#### Use cases

* Product consultations
* Appointment bookings
* Lead generation
* Customer service
* Educating customers before they buy

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### TikTok CTWA (Click to WhatsApp) Ads

TikTok CTWA Ads take people from TikTok over to WhatsApp Business when they tap the ad's CTA.

#### How it works

`TikTok ad` → `Chat on WhatsApp` → `WhatsApp Business` → `Conversation with the customer`

#### Use cases

* Product sales
* Following up with prospects
* Customer support
* Service bookings
* Consultations with your sales team

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### Comparison

| Feature                     | TikTok Inbox Ads               | TikTok CTWA Ads                   |
| --------------------------- | ------------------------------ | --------------------------------- |
| **Conversation happens in** | TikTok Direct Messages         | WhatsApp                          |
| **Switches apps?**          | No                             | Yes                               |
| **User experience**         | More seamless                  | Depends on WhatsApp               |
| **Best for**                | Lead generation and engagement | Sales and closing                 |
| **Message template**        | TikTok Message Template        | WhatsApp Pre-filled Message       |
| **CRM integration**         | Limited                        | Broader, through the WhatsApp API |

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### Which one should you use?

#### When to use TikTok Inbox Ads

Go with TikTok Inbox Ads if you:

* Want to keep friction as low as possible.
* Are focused on collecting leads.
* Have a team actively managing your TikTok Business account.
* Want to keep people inside the TikTok ecosystem.

#### When to use TikTok CTWA Ads

Go with TikTok CTWA Ads if:

* Your sales happen over WhatsApp.
* Your sales team uses WhatsApp as its main channel.
* You need closer, more frequent follow-up.
* You already have WhatsApp Business or the WhatsApp Business API.

***

### Summary

* **TikTok Inbox Ads** are great for starting conversations right inside TikTok, with a more seamless experience.
* **TikTok CTWA Ads** suit businesses that rely on WhatsApp as their main channel for sales, consultations and customer follow-up.