Upcoming Changes to WhatsApp Business Platform

Modified on: Fri, 1 Aug, 2025 at 5:13 AM

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)

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.

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.

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

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.

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.

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