The first 23 days of POSH's new Meta campaign. It has one job: to start WhatsApp chats with women near
the three outlets. RM3,466 started 717 chats at RM4.83 each, and 61% of them went past the
first message. The wudhu-friendly manicure carried the month, and the free cat-eye offer brought the cheapest chats
until it was switched off on 20 Oct.
Reporting period: 4 – 26 October 2026 (launch to date; the full month follows after 31 October)
Campaign: WhatsApp chats · women, ages 18–65, near POSH's three outlets · 35 ads
RM3,466
Media invested
717
WhatsApp chats started
RM4.83
Cost per chat
435
Chats past the first message
73,399
Women reached
POSHNAILSPA.MYTTDI · SS2 · Bukit TunkuPrepared by Huemankind
01 · Executive summary
One job: start WhatsApp chats
This campaign is judged on the chats it starts and how far those chats go. Sales are not the measure here: bookings happen in WhatsApp and at the outlets, where Meta cannot see them.
From 4 to 26 October the campaign spent RM3,466 and started 717 WhatsApp chats at RM4.83 each,
about 31 a day. 61% of those chats (435) went past the first message, and 32% (228) reached three
or more messages. POSH's WhatsApp system matched 391 chats back to a specific ad (RM8.86 each).
The wudhu-friendly manicure carried the month: 5 ads took RM2,167 (63% of spend) and started
440 chats at RM4.93. The free cat-eye offer brought the cheapest chats (RM4.15 each) until it was switched off on 20 Oct.
Versus POSH's earlier chat ads: RM4.83 per chat now against RM11.08 across POSH's
7 chat campaigns started in 2025 (about 56% less), and 61% of chats now go past the first message against
39% then. Those campaigns ran different ads in a different season, so treat this as a reference point,
not a like-for-like test.
RM4.83
Cost per chat
vs RM11.08 on POSH's 2025 chat ads
61%
Chats past the first message
435 of 717 chats
31
Chats per day
over 23 days, about RM151 a day
Note: a "chat started" is Meta's count of WhatsApp conversations started from an ad.
Bookings, deposits and outlet visits are not visible to Meta. Tagging booked chats in WhatsApp would let the next report show bookings too.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)2 / 10
02 · The chat funnel
From a scroll to a conversation
What Meta can see, step by step: the ad is seen, she taps to message POSH, a chat starts, and the chat keeps going.
73,399
Women reached
183,914 views of the ads
2.51
Views per woman
on average, over 23 days
RM18.84
Cost per 1,000 views
CPM
RM8.86
Cost per matched chat
391 chats matched to an ad
Taps on “Send message”2,1551.17% of views
Chats started71733% of taps
Went past 1st message43561% of chats
Reached 3+ messages22832% of chats
Matched to an ad39155% of chats
How to read it: 2,155 taps on the ads' message button turned into 717 chats.
Not every tap becomes a chat: some women open WhatsApp and do not send the first message. Of the chats that did start,
61% kept going past the first message, which is the sign of real interest in booking.
"Matched to an ad" counts the chats POSH's WhatsApp system traced back to a specific ad and reported to Meta.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)3 / 10
03 · By message
The wudhu-friendly manicure carried the month
The 35 ads grouped by the message they carry. Meta moves the budget towards the ads that start chats most cheaply.
Message
Ads
Spend
Chats
Cost / chat
Past 1st msg
Tap rate
Wudhu-friendly manicure
5
RM2,167
440
RM4.93
53%
1.37%
Free cat-eye on a first visit
8
RM1,033
249
RM4.15
74%
0.97%
RM1 cat-eye on a first visit
7
RM65
4
RM16.14*
—
0.76%
Client reviews & results
6
RM139
16
RM8.68*
—
0.72%
Nail-art ideas & first visit
9
RM62
8
RM7.80*
—
0.74%
Cost per chat, by message
Free cat-eye on a first visitRM4.15249 chats
Wudhu-friendly manicureRM4.93440 chats
Nail-art ideas & first visitRM7.808 chats
Client reviews & resultsRM8.6816 chats
RM1 cat-eye on a first visitRM16.144 chats
* Fewer than 50 chats: too few for a reliable cost. "Tap rate" = taps on the message button per view.
The wudhu-friendly ads took 63% of the budget and started 61% of all chats. The free cat-eye ads started the cheapest chats,
and the deepest: 74% went past the first message, against 53% for wudhu-friendly.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)4 / 10
04 · Top ads
The ads that started the most chats
The top 8 of 35 ads by chats started, 4–26 October. The bold figure is the ad's cost per chat.
The wudhu-friendly manicure
Static · 4:5
RM4.68/chat389 chats
CAROUSEL
Cat-eye series · free cat-eye nail art
Carousel · 9 cards · 1:1 · off
RM4.03/chat147 chats
FREE cat-eye nail art
Static · 4:5 · off
RM4.18/chat97 chats
Wudhu-friendly manicures at POSH
Static · 4:5
RM6.69/chat36 chats
Halal certified nail polish, available at POSH Nail Spa
Static · 4:5
RM7.19/chat12 chats
REEL
Is POSH worth the hype? Yes!
Reel · 9:16 · 27 s
RM9.98/chat10 chats
REEL
Want your nails done but don't know which design?
Reel · 9:16 · 33 s
RM6.33/chat6 chats
REEL
Our clients' reviews
Reel · 9:16 · 19 s
RM3.79/chat5 chats
What won: one picture, “The wudhu-friendly manicure”, started 389 of the
717 chats (54%) at RM4.68 each, the most of any ad. The two free cat-eye ads behind it started chats more cheaply
(RM4.03 and RM4.18) until they were switched off by 20 Oct (“off”). "REEL" and "CAROUSEL" mark video and swipe ads.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)5 / 10
05 · What changed on 22 October
From a free cat-eye to an RM1 cat-eye
The free cat-eye ads were switched off by 20 Oct, and a new set offering cat-eye for RM1 on a first visit went live on 22 Oct.
4 – 21 October
18 days; the free cat-eye offer ran until 20 Oct
RM4.56
per chat · 32 chats a day · RM148 a day
22 – 26 October
5 days, RM1 cat-eye set running
RM6.03
per chat · 27 chats a day · RM160 a day
What happened: once the free cat-eye ads stopped, Meta moved the budget to the wudhu-friendly ads, which took
84% of spend from 22 October. The new RM1 set received only RM65 in 5 days
(8% of spend) and started 4 chats, which is too little to judge it either way. With the wudhu ads carrying
the budget alone, their cost per chat rose from RM4.65 to RM5.68, and the campaign's from RM4.56 to RM6.03.
The RM1 cat-eye set
REEL
New to POSH? Gel mani/pedi + RM1 cat-eye
Reel · off
2 chatsRM17.96 spent
Gel mani/pedi + RM1 cat-eye
Static
0 chatsRM12.57 spent
RM1 cat-eye: a little sparkle, on us
Static
1 chatRM11.26 spent
CAROUSEL
RM1 cat-eye design (carousel)
Carousel · 9 cards
0 chatsRM10.78 spent
CAROUSEL
A little sparkle, on us (carousel)
Carousel · 3 cards
1 chatRM5.72 spent
New to POSH? RM1 cat-eye
Static
0 chatsRM4.25 spent
New to POSH? RM1 cat-eye design
Static
0 chatsRM2.04 spent
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)6 / 10
06 · Day by day
Chats started, every day
Dark brown = 4–21 Oct (the free cat-eye offer ran until 20 Oct). Gold = from 22 Oct, when the RM1 cat-eye set went live.
Week
Spend
Chats
Chats / day
Cost / chat
Past 1st msg
4 – 10 Oct
RM1,050
247
35
RM4.25
59%
11 – 17 Oct
RM1,050
225
32
RM4.67
69%
18 – 24 Oct
RM1,050
200
29
RM5.25
53%
25 – 26 Oct (2 days)
RM316
45
22
RM7.02
62%
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)7 / 10
07 · Who replied
Women of every age, on every app
The campaign reaches women aged 18–65 near POSH's three outlets. Chats started, and cost per chat, by age and by where the ad was shown.
Chats by age · cost per chat
18–24100 · RM4.11
25–34195 · RM4.56
35–44200 · RM4.89
45–54133 · RM5.57
55–6462 · RM5.03
65+27 · RM4.99
100%
women (as targeted)
25–44
most chats (55%)
App
Spend
Chats
Cost / chat
Instagram
RM2,086
419
RM4.98
Facebook
RM1,194
246
RM4.85
WhatsApp Status
RM177
50
RM3.54
Audience Network
RM9
2
—
Where it showed
Spend
Chats
Cost / chat
Instagram feed
RM854
163
RM5.24
Instagram Stories
RM792
165
RM4.80
Facebook feed
RM787
157
RM5.01
Instagram Reels
RM438
90
RM4.86
Facebook Reels
RM253
56
RM4.52
WhatsApp Status
RM177
50
RM3.54
Facebook Stories
RM135
29
RM4.67
What it shows: women aged 25–44 started the most chats.
The youngest group (18–24) started chats most cheaply (RM4.11 each) and 45–54 cost the most
(RM5.57), but every age group stayed within about RM1.50 of the others, so keeping the age range wide is right.
Ads shown in WhatsApp Status started chats at RM3.54 each, the cheapest placement, though on a small budget.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)8 / 10
08 · Versus POSH's earlier chat ads
Chats now cost 56% less than in 2025
A reference point, not a like-for-like test: POSH's own 7 chat campaigns started in 2025, in the same ad account, with different ads in a different season.
Oct 2026 (4–26 Oct)
Earlier chat ads (7)
Spend
RM3,466
RM6,369
Chats started
717
575
Cost per chat
RM4.83
RM11.08
Past the first message
61%
39%
Cost per 1,000 views
RM18.84
RM34.41
Tap rate
1.17%
0.73%
What changed: October's ads started 717 chats on RM3,466; the earlier campaigns
started 575 on RM6,369. Each chat now costs RM4.83 against RM11.08, and more of them turn into a real conversation:
61% go past the first message, against 39%.
The earlier chat campaigns
Campaign
Spend
Chats
Cost / chat
2025 Engagement campaign
RM3,571
302
RM11.82
2025 Engagement campaign · Serenity
RM1,600
189
RM8.47
November 2025 chat campaign (2)
RM561
20
RM28.03
Boosted post · messages (Nov 2025)
RM295
33
RM8.93
November 2025 chat campaign (1)
RM154
13
RM11.88
Boosted post · online offer (Nov 2025)
RM116
2
—
Boosted post · online offer (Dec 2025)
RM72
16
RM4.50
Only campaigns whose goal was starting chats are compared. POSH's reach, post-engagement
and 2024 link-click campaigns did a different job, so they are left out. "—" = fewer than 10 chats.
POSH Nail Spa · October 2026 Meta Ads Report (4–26 Oct)9 / 10
09 · Next steps
What we suggest for November
Each of these is POSH's call. Chats got cheaper for two reasons: views cost about half what they did in 2025 (RM18.84 vs RM34.41 per 1,000), and more of the women who see the ads tap to write in (1.17% vs 0.73%).
Give the RM1 cat-eye set a fair test.It received RM65 in 5 days because Meta kept most of
the budget on the proven wudhu ad. A small budget of its own for one to two weeks would show whether RM1 starts chats as cheaply as the free offer did (RM4.15).
Keep the wudhu-friendly ads fresh.One picture now carries most of the budget, and its cost per chat
has started to rise (RM4.65 → RM5.68). New wudhu-friendly versions would keep it from tiring.
Reply to wudhu-friendly chats instantly.A ready set of replies for these chats, with the Tuesday in Love
halal certificate in POSH's design, is prepared and waiting for approval to switch on.
Tag booked chats in WhatsApp.Bookings are invisible to Meta. A simple "booked" tag on each chat
that books would let the next report show bookings per ad, not just chats.
Bottom line: RM3,466 over 23 days started 717 WhatsApp chats at RM4.83 each, 61% of which went past
the first message: about 56% cheaper per chat than POSH's earlier chat ads, with deeper conversations. The wudhu-friendly manicure is the engine
(440 chats); the cat-eye offer is worth a fair second test at RM1.
Data source: Meta Ads insights (Graph API v21), 4–26 October 2026 (launch to date), pulled 27 October 2026 · ad account act_166083924010783 · 1 campaign, 35 ads.
"Chats started" = Meta's WhatsApp conversations started from an ad (7-day). "Matched to an ad" = chats POSH's WhatsApp system traced to an ad and reported to Meta.
Bookings and outlet visits are not visible to Meta. 2025 reference = POSH's own earlier chat campaigns in the same account.Huemankind · 10 / 10
CAROUSEL
REEL
REEL
REEL
REEL
CAROUSEL
CAROUSEL
