India is home to over 60 million small businesses, contributing around 30% to the country’s GDP. To maintain their role as a critical driver of growth and employment and to bolster the digital economy, these businesses need to build and enhance their digital presence. In response, Meta has launched the Ads Partner Excellence Program—a pioneering initiative designed to create a strong network of digital marketing partners capable of aiding millions of small businesses in India through Click-to-Message Ads. The primary goal of this program is to onboard and train 4,000 digital agencies across India, equipping them with the necessary tools, training, and support to facilitate digital-first growth for small and medium-sized businesses (SMBs). Ravi Garg, Director of Business Messaging at Meta in India, emphasized the importance of this initiative: “India’s small businesses are the backbone of its economy, and digital adoption is crucial for their next phase of growth. Through the first phase of the Ads Partner Excellence Program, we aim to enable and train 4,000 digital marketing agencies to leverage click-to-message ads, transforming them into growth partners for SMBs and empowering a new generation of marketing professionals to drive meaningful growth through messaging.” Empowering Growth in India’s Expanding Digital Economy According to a Redseer report, India’s advertising expenditure (Adex) is set to increase from $17 billion in 2023 to $30 billion by 2028, with a substantial portion of this growth expected to come from small businesses. Despite their vast numbers, only a small fraction of these SMBs currently utilize digital advertising to scale their operations and reach new markets. The Ads Partner Excellence Program addresses this gap by training digital agencies that collaborate closely with small businesses. This training will enable SMBs to tap into click-to-message ad formats, offering personalized, one-to-one engagement through platforms like WhatsApp, Messenger, and Instagram. Launched on February 26, 2025, and backed by a one-year sponsorship, the program is designed to evolve into a sustainable, community-led initiative that scales across India. Participating agencies will benefit from structured learning and access to top-tier Meta tools and guidance. The program includes comprehensive modules on ad creation, campaign management, and best practices for leveraging messaging platforms. This ongoing engagement ensures that the training is not a one-time intervention but a continuous effort to upskill agencies and amplify their impact. Economic Impact Beyond Business Outcomes The Ads Partner Excellence Program is part of Meta’s broader mission to promote economic empowerment. By enhancing the capabilities of digital marketing partners, the program aims to provide SMBs with the skills and resources needed to fully engage in India’s digital economy, particularly in Tier 2 and Tier 3 cities. Investing in India’s digital future, Meta’s initiative seeks to foster a self-sustaining ecosystem where agencies can grow by helping small businesses succeed. This dual approach not only supports individual business growth but also contributes to the overall economic development of the country. The Ads Partner Excellence Program is a strategic step toward creating a more inclusive and robust digital environment, where all businesses have the opportunity to thrive. In summary, the Ads Partner Excellence Program is a transformative initiative that leverages the expertise of digital marketing agencies to drive digital adoption among small businesses in India. By providing structured training and access to advanced tools, this program empowers agencies to become effective growth partners, ultimately supporting the economic development and digital transformation of millions of SMBs.