Starting April 1, 2025, Meta is disabling the marketing category for message templates on WhatsApp for U.S.-based phone numbers.
If you’re using Manychat broadcasts or marketing messages in LiveChat to re-engage customers with promos, product drops, or any outreach, that capability will no longer be available for U.S. numbers.
However, you can still do plenty to engage customers. Let’s talk about what’s changing, what’s not, and how you can adjust your strategy to keep conversions high.
What’s Changing April 1, 2025?
No more broadcasting marketing messages to U.S. numbers — Meta says it wants to “improve the consumer experience” by pausing marketing messages. It hasn’t said when (or if) it will turn them back on.
Click-to-WhatsApp ads still work. If you’re using these ads to start conversations, you’re fine. But if they rely on follow-up marketing message templates, Meta is pausing the ability to send those to U.S. numbers.
Utility templates are still allowed for U.S. numbers. These include order updates, appointment reminders, and customer service interactions.
What’s not changing? If you have customers who are broadcasting to numbers outside the U.S., your WhatsApp marketing message templates can still reach them as usual. So you’re not completely cut off if you have a global audience.
Why is Meta Doing This?
Meta says that because WhatsApp is still growing in the U.S., people aren’t engaging with marketing templates as much as in other countries. They said this pause will help them “build the consumer experience” before reintroducing marketing messages in the future.
It’s probably safe to assume that they’re tweaking their strategy to get more people comfortable using WhatsApp for business conversations before reopening the floodgates to promotions.
What This Means for Your WhatsApp Strategy
You’ll need to shift gears if you’ve been using WhatsApp marketing templates for re-engagement.
Here’s what you can do instead.
1. Use utility messages to stay in touch
These messages are not affected by Meta’s decision. Things like:
- Order confirmations and shipping updates
- Appointment reminders
- Customer support interactions
- Authentication codes
2. Keep using Click-to-WhatsApp Ads (just adjust your follow-ups)
Click-to-WhatsApp Ads still work to drive traffic to your inbox. However, you’ll need a workaround if you used them to trigger marketing messages later. Consider:
- Encouraging customers to start a conversation (so you can continue engaging within the 24-hour window)
- Using free-form messages for personalized follow-ups
3. Focus on conversational engagement
Instead of relying on bulk marketing messages, build engagement by:
- Running WhatsApp-exclusive offers that customers have to initiate themselves
- Offering real-time chat support
- Using interactive content like quizzes and surveys
FAQs: We Know You Have Questions
Here is a quick roundup of everything you need to know.
Q: Will marketing messages ever come back?
A: Meta says they’ll “evaluate when the market is ready” to resume them, but there’s no timeline.
Q: Did Manychat have anything to do with this decision?
A: Nope! But we’re happy to help you work through this.
Q: Will this affect my messages to international customers?
A: No, marketing templates to non-U.S. numbers will still be delivered as usual.
Q: How can I tell if a message didn’t go through because of this change?
A: Meta has introduced a new error code (131049) for undelivered marketing messages. The description: “This message was not delivered to maintain a healthy ecosystem.”
Q: How do I test messages to U.S. numbers?
A: Have an open customer service window by initiating a conversation from the test number first.
Plan, Don’t Panic
It’s not the end of WhatsApp as a channel!
Your ability to connect with customers in the U.S. isn’t going away — you just need to rethink how you do it.
Manychat will keep you updated on any new developments. And if Meta ever decides to bring back WhatsApp marketing templates in the U.S., you’ll be the first to know.
In the meantime, focus on utility messages, Click-to-WhatsApp ads, and conversational engagement to keep your WhatsApp game strong.
