TikTok Will Enable Users to Divert Leads to Other Messaging Apps

TikTok Expands Promote Ads with New Goal Targeting External Messaging Apps

TikTok has introduced a new objective for its Promote ad tool — the platform’s equivalent of Meta’s “Boost” feature — allowing brands to now drive direct messages (DMs) to third-party messaging apps, not just through TikTok’s own inbox.

As highlighted by social media analyst Matt Navarra, the update gives businesses more flexibility by enabling them to redirect messaging traffic to platforms like WhatsApp, Facebook Messenger, Line, and Zalo.

Previously, advertisers using the “More TikTok messages” goal could only encourage in-app conversations. With this enhancement, however, brands can now optimize for leads and customer inquiries through external apps, potentially expanding their reach and improving conversion workflows by meeting audiences where they already chat.

Promote Ads Now Support External DM Apps for Lead Generation on TikTok

This new messaging goal is specifically designed for lead generation campaigns through TikTok’s Promote tool. It targets users who already have one of the supported messaging apps installed on their devices — currently limited to LINE, Zalo, WhatsApp, and Facebook Messenger. While it doesn’t support all messaging platforms, it does open the door for more direct engagement by letting users connect with businesses through their preferred DM app.

In today’s landscape, where direct messaging is increasingly becoming the go-to channel for customer interaction, this option offers a fresh and flexible approach to audience engagement. Instead of relying solely on TikTok’s internal messaging system, brands can now streamline conversations and consolidate leads into a single inbox — potentially easing customer service and follow-ups.

The actual impact will depend on your campaign strategy and how you integrate messaging platforms into your broader funnel. Still, it presents a valuable opportunity to centralize interactions and make outreach efforts more efficient.

No matter how you use it, this feature adds a new layer of functionality to TikTok’s Promote offering, making it easier to connect meaningfully with potential customers.