What is CTA?

Why is Call to Action (CTA) important?

I got the below notification from a wellness related app I recently downloaded.

While the content of this notification is engaging.

It does not do the following:

1. Induces me as a user to engage with the App.

2. Tells anything specific about what the app or notification is about.

This could possibly lead to an uninstall for the app, considering the ever rising CACs uninstalls are not recommended.

A simple CTA like learn more would have made the user click on the notification, engage and possibly transact too.