Upcoming Changes to WhatsApp Business Platform 1. New Pricing Model Starting July 1, 2025 • WhatsApp is moving from per-conversation to per-message pricing. • You’ll be charged for every template message sent, rather than for a full conversation. • Utility templates sent within a 24-hour service window will be free. • More frequent pricing updates may follow. • For details, refer to WhatsApp’s official Pricing Update. 2. Marketing Template Restrictions in the U.S. (From April 1, 2025) • You cannot send marketing template messages to U.S. phone numbers (those with +1). • This is temporary and aims to improve the customer experience. • Utility and service messages are still allowed. 3. Template Types You Can UseYou can send different kinds of templates: • Text-only • Media (images, documents, etc.) • Interactive (buttons like Call or Visit Website) • Location-based • Authentication (One-Time Password) • Multi-product messagesAll messages must use an access token for authentication. 4. Template Engagement & Per-User LimitsStarting March 3, 2025: • WhatsApp will track how users engage with your marketing templates. • If a user is not engaging, you’ll be allowed to send them fewer messages. Starting April 1, 2025: • No marketing messages will be delivered to U.S. numbers. • Any attempt to send such messages will result in an error. If a user replies to a marketing message, a 24-hour service window opens, during which you can send messages freely. 5. Message Errors & What They Mean • Code 131049: Marketing limit reached for this user. • Code 131050: User opted out of marketing messages. • WhatsApp will return these errors in the message webhook.Tip: Don’t keep resending the message if you get an error. Wait and try again after some time. 6. Message Delivery TipsIf messages are not delivered: • Ensure the number is valid and on WhatsApp. • Ask the user to update their app and accept WhatsApp’s Terms. • Utility templates are more reliable when marketing limits apply. 7. Shared Account Model Migration • By September 30, 2025, the older onboarding model (OBO) will be retired. • All partners must switch to the Shared Account Model using the new flow.Migration Timeline: • March 24, 2025: New onboarding available • September 30, 2025: Old method sunset • October 1, 2025: Meta will automatically migrate remaining accounts 8. Enhancements to Marketing Messages • Tappable image headers are being rolled out to improve engagement. • Clicking the image works the same as the call-to-action button, improving click-through rates. 9. User Preferences for MarketingWhatsApp is adding a setting where users can: • Stop or resume receiving marketing messages • Indicate whether they’re interested in receiving messagesYou’ll receive a webhook if a user opts out.For developers or technical teams: refer to the official documentation for all API methods and error codes. ## FAQs – WhatsApp Business Platform Updates (2025) 1. What is changing with WhatsApp pricing from July 1, 2025? WhatsApp is switching from per-conversation to per-message pricing. You will be charged for each template message sent, rather than for an entire conversation. However, utility templates sent within a 24-hour service window will be free. * * * 2. Can I still send marketing messages to U.S. numbers? Starting April 1, 2025, marketing template messages cannot be sent to U.S. phone numbers (those starting with +1). This is a temporary restriction aimed at improving user experience. Utility and service messages are still allowed. * * * 3. What happens if I exceed per-user messaging limits? WhatsApp tracks how users interact with your marketing messages. If a user is not engaging, you’ll be limited in how often you can message them. Attempting to send messages beyond this limit may result in: • Error Code 131049: Marketing limit reached • Error Code 131050: User opted out * * * 4. What types of message templates can I send? You can send the following approved template types: • Text-based • Media-based (images, documents) • Interactive (buttons like Call or Visit Website) • Location-based • Authentication (OTP) • Multi-product messages All templates must be pre-approved and sent using your access token. * * * 5. What should I do if messages aren’t being delivered? Check the following: • The recipient’s number is active on WhatsApp. • The recipient has accepted the latest WhatsApp Terms of Service. • The app is updated to the latest version. • If marketing limits apply, try using a utility template instead. * * * 6. What is the Shared Account Model and when do I need to migrate? Meta is phasing out the older On Behalf Of (OBO) onboarding model. You must migrate to the Shared Account Model by: • March 24, 2025 – New onboarding available • September 30, 2025 – OBO flow retired • October 1, 2025 – Meta begins automatic migrations * * *
