Messenger Ads in 2025: How to Drive Engagement & Conversions
Discover how to tap into Facebook Messenger’s 947 million users in 2025. Learn how Messenger ads drive real engagement by starting direct conversations—right where your audience is already active.
Let’s be honest: people aren’t always checking their emails or scrolling endlessly through news feeds, but they are opening their messaging apps multiple times a day.
That’s where Messenger ads come in. With 947 million users on Facebook Messenger in January 2025, conversational ads are no longer just a novelty; they’re a high-impact way to engage users directly where they’re already active.
In this guide, we’ll walk you through everything you need to know about Messenger ads in 2025—from what they are to how to make them work hard for your business.
What are Messenger ads?
Messenger ads are Facebook Ads that open a direct message thread with your brand instead of leading users to a website. They appear in Messenger inboxes, Stories, or the home feed with a call-to-action like “Send Message” or “Get Started.”
In 2025, Messenger ads have evolved beyond static promotions.
With automation, quick replies, and integration tools like Cropink’s dynamic feed integrations, brands can now:
- Personalize product recommendations
- Offer real-time customer support
- Guide users through the funnel via conversation
Where do Messenger ads appear?
- Messenger home screen
- Within Instagram DMs (via click-to-message ads)
- In Facebook and Instagram feed ads with CTA buttons that open Messenger
The idea is simple: reduce friction, open a conversation, and convert faster.
Why Messenger ads still work in 2025
Messenger ads may feel old-school compared to TikTok trends, but they are quietly killing it for brands focused on engagement and conversion.
By the numbers:
- There are over 3 billion monthly active users on messaging apps like WhatsApp, WeChat, Messenger, Telegram, and Snapchat.
- Messenger ads deliver a 2x higher response rate than traditional landing-page-based ads
- However, retargeted users are 43% more likely to convert, and dynamic retargeting triples conversion rates.
Benefits of Messenger ads:
- Conversational intent: Ads open a one-on-one thread, removing friction.
- High engagement: Messages feel personal and native to the user experience.
- Data-rich insights: Track every click, reply, or drop-off point.
- Automation-ready: You can connect Messenger ads to a chatbot, like Cropink’s Smart Funnels, for 24/7 engagement.
If you want your ads to feel less like a billboard and more like a concierge, Messenger is your best bet.
When should you use Messenger ads?
Not every campaign needs to open a conversation. But if your goal involves user interaction, Messenger ads shine.
Here’s when to use them:
For lead generation:
Prompt users to start a chat, collect basic details, and qualify leads before passing them to sales.
For product recommendations:
Run retargeting ads that ask, “Still looking for the perfect gift?” and offer suggestions based on user behavior.
For customer service:
Redirect questions from public comments to private chats.
For pre-sale nurture:
Deliver educational content, quizzes, or lookbooks inside the chat before pushing a CTA.
Messenger ads with retargeting
One of the most powerful uses of Messenger ads is to pair them with retargeting.
Imagine someone viewed a product but didn’t buy it. Instead of blasting them with the same static ad again, you can:
- Send a personalized message like, “Still thinking about the leather boots? Here’s 10% off for 24 hours.”
- Use Messenger to drop them into a product quiz or ask what’s holding them back
- Integrate with Cropink’s retargeting engine to dynamically pull catalog items that the user interacted with
- Messenger retargeting feels personal, timely, and action-driven.
According to Cropink’s benchmarks, messenger ads get 88% open rates and click-through rates as high as 56%.
Best practices for Messenger ads in 2025
- Start with a question
Open with a low-barrier question: “Looking for the perfect gift?” or “Want to skip the scroll and chat with a stylist?”
- Use quick replies
Provide tap-to-answer buttons like “Yes, show me” or “Browse categories.” This makes it easy to engage without typing.
- Segment as you chat
Use each response to guide users to personalized product collections or services.
- Use automation + a human backup
Did you know that modern conversational AI platforms can resolve up to 79% of routine customer queries without human intervention? It allows businesses to automate the majority of standard interactions and free up agents for complex cases. But always offer a “Talk to a real person” option.
- Track drop-off points
Use Meta’s analytics or Cropink’s Messenger Flow Insights to monitor where users stop responding and tweak your flow.
Pro tip:
- Blend Messenger Ads With Instagram DMs
- Messenger ads can now drive conversations across Facebook and Instagram DMs.
- Run a click-to-message ad on Instagram Reels
- Use Cropink to personalize responses based on Instagram shopping activity
In 2025, blending Messenger and Instagram messaging is crucial to omnichannel retention.
Final thoughts
Messenger ads are no longer just about saying “hi”—they’re about helping users take action.
With the right strategy, automation, and creativity, Messenger ads can become a frictionless funnel—from scroll to sale.
Whether you run a fashion store, a coaching business, or a luxury DTC brand, Messenger ads offer something most platforms don’t: a real-time connection with intent-rich users.
Pair that with dynamic retargeting and automation tools from Cropink, and you’ve got one of the most efficient ad formats of 2025.
FAQs
Not necessarily. In fact, they can have lower CPAs due to high engagement. When paired with automation and retargeting, they often outperform feed ads in ROI.
Yes! Meta now allows click-to-message ads to redirect to Instagram DMs, giving brands more flexibility.
Absolutely. Tools like Cropink let you build automated Messenger flows that qualify leads, show products, and even close sales.
For engagement—yes. Messenger has higher open and response rates. However, email is still great for long-form content or transactional messaging.
E-commerce, SaaS, coaching, beauty, fashion, and local services all benefit from conversational ads, especially when personalized.
Source
- Datareportal. Messenger Users, Stats, Data & Trends
- Explodingtopics. Most Popular Messaging Apps
- Customer.AI. 5 Reasons Facebook Messenger Ads Are Better Than Other Ads & How to Make Your Own
- Cropink. 50+ Retargeting Statistics Marketers Need to Know
- Cropink. Business on Facebook Statistics: Trends That Matter
- GPTBots.ai. How to Build a Seamless Chatbot to Human Handoff
Manisha is a Data-Driven Marketing Expert who turns numbers into narratives and ad clicks into conversions. With a passion for performance marketing and a sharp eye for analytics, she helps brands cut through the noise and maximize their impact in the digital space.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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