# Facebook Ads Browser Add-ons: What They Look Like and When to Use Them > What Facebook's call, chat and instant form browser add-ons look like on your landing page, plus site links and promo codes, and which one to use. - Original page: https://performancemarketer.com.au/facebook-ads-browser-add-ons/ - Published: 9 November 2026 - Last updated: 9 November 2026 If you’ve built a Facebook ad that sends people to your website lately, you’ve probably scrolled past a section called Browser add-ons. It sits under your website link, with options like Call, Messaging app and Instant form, and Meta doesn’t say much about what each one does to your page. This post shows what people see, what Meta reports back, and which one I’d use for which kind of business. ## What are browser add-ons? When someone taps your Facebook or Instagram ad on their phone, your website opens inside the app. A browser add-on puts a button at the bottom of that screen. From that button, people can call you, message you or fill in a short form, without leaving your page. Your website still does the selling. The add-on just gives people an easier way to reach you. ## What happens when someone taps your ad → They see your ad in their feed and tap it. → Your landing page opens inside Facebook or Instagram. → A bar sits at the bottom of the screen with your add-on: a call button, a chat button or a form. It only works on phones, inside the Facebook and Instagram apps. On a computer, or if someone opens your page in Safari or Chrome, they see your page without the bar. The pictures in this article are illustrations. Meta’s real screens look a little different depending on the app and the phone. ## The three browser add-ons ### 1. The call button A Call now button stays at the bottom of your page. When someone taps it, their phone asks them to confirm, then dials you. It suits urgent jobs and people who’d rather talk than type, so think emergency plumbing, electrical faults or booking an appointment. The catch is that someone has to pick up. If the phone rings out after hours, schedule the ads to your business hours. ### 2. The chat button A chat button stays at the bottom of your page. Tap it and a conversation with your business opens in WhatsApp, Messenger or Instagram. This works well for quote jobs where people want to send a photo first, and for customers who’d rather text. Realistically, it only works if someone replies within minutes, because a chat that sits for half a day tends to go cold. Just so it’s clear, this isn’t the same as a click to WhatsApp ad. That one skips your website and opens the chat straight away. ### 3. The instant form The first time someone scrolls your page, a short Meta form slides up. Their name, phone and email are already filled in from their profile. If they close it, it shrinks to a bar at the bottom so they can come back to it. I’d try it on landing pages that get plenty of mobile visits but not many form fills. If you’re not sure where yours sits, here’s [what a good website conversion rate looks like](https://performancemarketer.com.au/good-website-conversion-rate/) for service businesses. Two things to know before you switch it on. It only shows in the Facebook app, and the leads sit inside Meta until you send them to your CRM. ## Two extras: site links and promo codes These two aren’t browser add-ons, but you’ll find them in the same part of Ads Manager, and they change what people see around the click. ### Site links Site links add a row of extra links under your ad, a bit like sitelinks on a Google ad. Each one opens a different page on your website. They make sense if you offer several services, or run an online store with clear categories. You need at least 4 links and can add up to 15. One setting to check: Meta can add links it finds on your site while the ad is running. That’s handy until it sends people to your careers page, so review them or switch that option off. ### Promo codes Meta finds your active discount codes and, when it thinks it will help, shows one with your ad. If someone buys inside the app, Meta applies the code at checkout for them. If it can’t, the code is highlighted so they can copy it. This one is for online stores running Sales campaigns. Meta’s own test found promo codes lifted conversion rates by 4.6% on average for small and medium businesses. That’s worth knowing, though it’s Meta’s test, so try it on your own account before you count on it. And because Meta can pick up codes from your website or older ads, make sure only live codes are out there. ## What the numbers tell you Each add-on shows up in a different spot in Ads Manager: → Calls: add the Calling columns to see calls placed, and calls that lasted 20 and 60 seconds. Meta says these are partly estimated. → Chats: look at the messaging columns, like Messaging conversations started, and check they’re filling for your ad before you report on them. → Instant forms: counted in your Results column, together with your website form leads. Click the number to see the split. → Site links: counted in the ad’s normal clicks. Meta tags each link (sitelink-1, sitelink-2 and so on) so you can tell them apart in GA4. → Promo codes: check how often the code was used in your store’s discount report. ### Checking what came in None of those numbers tell you whether the call turned into a booking, or the chat turned into a quote. That part lives in your phone log, your inbox and your CRM. So we match every add-on to a real result. Calls get their own tracking number, chats get tagged in the CRM, and form leads get checked against website leads so nobody’s counted twice. I’ve written more about why that matters in [cost per lead vs cost per booked job](https://performancemarketer.com.au/cost-per-lead-vs-cost-per-booked-job/). ## What’s changed → 2023: Meta adds the instant form add-on and starts testing promo codes. The call button was already there. → 2024: Site links arrive on Facebook ads. → 2025: Meta starts turning ads with several links into carousels. → March 2026: Site links with images show the image only, with no text on it. Single image and video ads in the Facebook feed stop showing your web address under the picture. → By late 2026: Site links run on Facebook and Instagram, 4 to 15 per ad (it used to be 3 to 20). The instant form waits until people scroll, and form leads show in your results with a split. → 28 October 2026: Meta switched on product browsing for existing ads, unless the advertiser opted out. A tap can now open a Meta product page before your website. Meta says it brought 3% more conversions in its own test. More of these settings now come switched on by default, so it’s worth opening the Destination section on your live ads every so often, even the ones you haven’t touched. ## Which one should you use? I’d run one add-on per ad, and only the one that matches how your customers already like to get in touch. Here’s where I’d start: | If you are | Start with | | --- | --- | | An emergency trade, like a plumber, electrician or locksmith | The call button | | A quote-based trade, like concreting, landscaping or cleaning | The chat button | | A clinic or allied health practice | The call button | | A professional service, like a law firm or accountant | The instant form | | An online store | Promo codes and site links | Then test it properly. Run the same ad with and without the add-on, and judge it on booked jobs or sales, not on Meta’s Results column. If you’re still deciding whether Facebook is the right place to start, [Google Ads vs Facebook Ads](https://performancemarketer.com.au/google-ads-vs-facebook-ads/) walks through that choice, and [what Facebook ads cost in Australia](https://performancemarketer.com.au/facebook-ads-cost-in-australia-2026/) covers the budget side. ## How to turn them on 1. In Ads Manager, start a campaign and set the conversion location to Website. 2. At the ad level, go to Destination and add your landing page link. 3. Under Browser add-ons, pick Call, Messaging app or Instant form. 4. Add your phone number, choose your chat app, or build your form. 5. Preview the ad on your phone and tap through it before you spend anything. On Sales campaigns, the same options sit under Personalized destinations. Click Edit to find them, and check what’s already switched on while you’re there. Site links live in the ad’s creative settings. Promo codes live under Destination, on Sales campaigns only. If your screens look a little different, Meta’s own guides for the [call add-on](https://www.facebook.com/business/help/753973205286415), [website to WhatsApp ads](https://www.facebook.com/business/help/872881054598324) and [site links](https://www.facebook.com/business/help/1127018781828932) walk through the current steps. ## Questions people ask me about browser add-ons ### Do browser add-ons work on desktop? No. They only show on phones, inside the Facebook and Instagram apps. ### Can I add one to a boosted post? Yes for the call and WhatsApp buttons, when you boost from your Facebook Page. The instant form needs an ad built in Ads Manager. ### Is website to WhatsApp the same as a click to WhatsApp ad? No. Website to WhatsApp shows your page first, with a chat button at the bottom. Click to WhatsApp opens the chat straight away. ### Will these calls and chats show up in Google Analytics? No. They happen in the phone or the chat app, not on your website, so use a tracking number for calls and tag chats in your CRM. ## Want a hand setting these up? We run [Facebook ads](https://performancemarketer.com.au/services/paid-social/) and Google Ads for Australian businesses, and we set up the tracking so you can see which calls, chats and forms turned into paid work. If that sounds useful, I’m happy to talk it through. [Book a call](https://performancemarketer.com.au/contact/) --- Performance Marketer Digital is a Melbourne performance marketing agency run by founder Hatim Abbas. It runs Google Ads, Facebook and Instagram ads, SEO and conversion tracking for Australian businesses, with clients across 23 industries. Management starts from $2,000 a month, plus ad spend. Phone +61 424 482 653. Book a call: https://performancemarketer.com.au/contact/