Nepal Benchmark
Audience Demographics & App Friction
Click-to-Messenger has zero app-switching friction on Facebook mobile feeds; the chat drawer slides up instantaneously without leaving Facebook.
Click-to-WhatsApp requires launching an external app. However, WhatsApp leads exhibit 40% higher purchase intent and answer courier phone calls far more reliably than anonymous Facebook profiles.
The Channel Playbook
Use Messenger for impulse products under Rs. 2,000 (apparel, beauty, gadgets). Use WhatsApp for high-ticket items over Rs. 3,500, customized goods, and B2B wholesale inquiries.
Core Takeaway: Split-test both channels on separate ad sets with Rs. 500 each to see which gives your specific product a lower cost-per-delivered-order.