A wa.me link opens a WhatsApp conversation with a specific number, optionally with the first message already typed. It works without either party saving the other's number, which is what makes it useful on a public page.
The grammar.
| Format | https://wa.me/<number> |
|---|---|
| With a message | https://wa.me/<number>?text=<url-encoded text> |
| Number format | Full international number, digits only |
| Not allowed | A leading +, spaces, hyphens, brackets or leading zeros |
| Example | https://wa.me/919876543210 for an Indian number |
| Encoding | The text parameter must be percent-encoded |
| Number length | Up to 15 digits, following E.164 |
The digits-only rule is the one people get wrong. A link carrying +91 98765 43210 fails silently — WhatsApp opens, and nothing is addressed.
Where this shows up.
In markets where WhatsApp is the default channel, a click-to-chat link converts far better than a phone number, because it skips the two steps people abandon at: copying the number and saving the contact.
The common mistake.
Pre-filling a message that reads as marketing. The pre-filled text should be what the customer would type — 'Hi, I would like to book an appointment' — not what you wish they would say about your business.
Sources.
Every figure above is from one of these. They are the standard, the registry or the platform’s own documentation — read them rather than take our word for it.
- How to use click to chat WhatsApp Help Centre
- ITU-T Recommendation E.164 International Telecommunication Union
- E.164 Wikipedia