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Important Update: WhatsApp Marketing Messages to U.S. Numbers Paused Starting April 1, 2025

Table of Contents​

What's Changing & How to Prepare​

Starting April 1, 2025, Meta will pause the ability to send WhatsApp marketing template messages to U.S. phone numbers. However, you can still send utility and authentication templates and reply to customers within the 24-hour customer service window. This change does not affect marketing messages sent to other countries.

How to Prepare:​

  • Send Utility Templates: Use these for order updates, appointment reminders, and transactional alerts.
  • Run Click-to-WhatsApp Ads: Engage customers through direct WhatsApp conversations from ads.
  • Utilize the 24-Hour Customer Service Window: Respond to customer messages in real-time.

Introducing the AI-Powered Template Migrator​

To help you adapt, we will soon launch an AI-driven WhatsApp Template Migrator. This tool will allow you to convert marketing templates into utility templates while keeping variables and media intact. This ensures seamless messaging continuity, lower costs, and higher delivery rates.

What You Should Do Next​

  • Switch to Utility Templates: Update important marketing messages to utility templates to avoid disruptions.
  • Use Click-to-WhatsApp Ads: Engage customers by driving them to direct WhatsApp conversations.
  • Maximize the 24-Hour Service Window: Take advantage of real-time messaging to stay connected.

Key Dates to Remember​

  • Pause Start Date: April 1, 2025
  • Pause End Date: TBD – Meta will reassess based on engagement and performance.

What's Still Allowed on WhatsApp?​

  • Utility Conversations: Order updates, appointment confirmations, and transactional alerts.
  • Authentication Messages: One-time passwords and account verification.
  • Service Conversations: Replies within the 24-hour customer service window.
  • Click-to-WhatsApp Ads: Engage customers through targeted ad campaigns.

FAQ​

  1. What is changing with WhatsApp marketing messages in the U.S.?

    • Starting April 1, 2025, businesses will no longer be able to send WhatsApp marketing template messages to U.S. phone numbers. However, utility and authentication templates, as well as Click-to-WhatsApp Ads, are still available for use.

  2. Does this change affect marketing messages sent to other countries?

    • No, this update only applies to messages sent to U.S. phone numbers. Marketing messages to other countries will continue as usual.

  3. Why is Meta pausing WhatsApp marketing templates in the U.S.?

    • Meta is temporarily pausing marketing templates to optimize WhatsApp's long-term growth strategy. Businesses can still reach customers through utility templates and Click-to-WhatsApp Ads.

  4. Can businesses still use WhatsApp for customer communication?

    • Yes, businesses can continue using utility templates, authentication templates, Click-to-WhatsApp Ads, and replies within the 24-hour customer service window.

  5. What happens if I try to send a marketing template to a U.S. phone number after April 1, 2025?

    • If you attempt to send a marketing template message to a U.S. number after this date, the message will not be delivered. However, utility and authentication messages will still go through.

  6. How can businesses continue engaging U.S. customers on WhatsApp?

    • Convert marketing templates into utility templates where possible, use Click-to-WhatsApp Ads, and leverage the 24-hour customer service window for real-time communication.

  7. What is the AI-Powered Template Migrator, and how will it help?

    • The AI-driven WhatsApp Template Migrator will help convert marketing templates into utility templates, ensuring continuity in messaging, reducing costs, and improving delivery rates.

  8. When will the WhatsApp Template Migrator be available?

    • Meta has not announced a specific launch date yet, but the tool is expected to be released soon. Start reviewing your marketing messages now to prepare for the transition.

  9. When will Meta lift the pause on WhatsApp marketing messages in the U.S.?

    • There is no confirmed date for when marketing templates will be re-enabled. Meta will assess market engagement before making further updates.

  10. What should I do now to prepare for this change?

    • Review your existing marketing templates and transition critical messages to utility templates. Set up Click-to-WhatsApp Ads for customer engagement and maximize real-time responses using the 24-hour service window. Stay updated for the release of the WhatsApp Template Migrator.