Run by Kavin Mittal, son of Bharti Enterprises Chairman Sunil Mittal, Hike competes with Facebook-owned WhatsApp. Hike is owned by a joint venture of Bharti and Japan's Softbank.

"Advertisers have, among other options, the option to 'Send people to your website'. A few weeks back we were suddenly blocked from using this option, while we were able to use other non action-led options," a Hike spokesperson told media.

The spokesperson further added that initially, they assumed it was a technical glitch, but when the team wrote to Facebook, the social networking giant said Hike will not be able to run the ads.

"There are specific products and services that cannot be advertised on Facebook - looks like Hike is one of these. Unfortunately, you will not be able to run these ads. Facebook said," the spokesperson said about the response Hike received from Facebook.

A query sent to Facebook by media remained unanswered.

Over-the-top (OTT) players such as Hike and WhatsApp use internet to offer voice and messaging services to consumers.