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Alternatively, businesses on WhatsApp may need to be contacted by a user first before they can respond with organic or sponsored messages. That’s how Facebook Messenger works, and it’s led to businesses buying tap-to-message” ads on Facebook’s News Feed to get people to initiate conversations so the business can follow up with sponsored messages. Not allowing cold-message ads meshes with WhatsApp writing that it plans to make it easier for people to communicate with the businesses they want to reach on WhatsApp”, emphasis mine.