WhatsApp Business Platform Updates: Pause of US Marketing Messages, New Block API, and On-Premise API Sunset

January 30, 2024 — by 360Dialog Communications Team

Meta is making changes to WhatsApp to improve user experience, including temporarily pausing marketing messages in the US.

Here’s a breakdown of the latest updates:

Pause of Marketing Messages to US Customers

Starting April 1, 2025, Meta will pause the delivery of all marketing template messages to WhatsApp users with a United States phone number (a number composed of a +1 dialing code and a US area code).

In markets like the US, where WhatsApp adoption is growing but still in its early stages, users are less receptive to marketing messages. Meta introduced this pause to focus on improving the consumer experience, ultimately leading to stronger engagement and better outcomes for businesses in the long run.

The API behavior will follow the same rules as Per-User Marketing Limits. After April 1, 2025, any attempt to send a marketing template message to a US phone number will result in error code 131049.

To maintain engagement with US customers, we recommend focusing on utility, authentication, and service conversations, as well as Ads that click to WhatsApp (CTWA). These approaches not only help build a strong foundation of customer engagement but are more cost-effective, as Meta will introduce new pricing per message on April 1, 2025, with service and utility messages free of charge.

For additional details on Per-User Marketing Limits, check our blog post on this topic.

If you missed the newsletter where we covered Meta’s pricing changes, you can revisit it here.

New Block API Available

Meta has introduced a new Block API for Cloud API users. Blocking a user prevents all future interactions, but does not delete previous messages.

When you block a WhatsApp user:

• The user cannot contact your business or see your online status.
• Your business cannot send messages to the user (attempts will result in an error).
• Blocked numbers can be unblocked at any time.

To implement or use this feature programmatically, refer to our Partner API documentation.

Final upgrade of On-Premise API (v2.61), sunset on October 2025

Meta is transitioning to a fully Cloud-hosted WhatsApp Business Platform. The On-Premise API will be discontinued on October 23, 2025.

Migrate Your WABAs to Cloud API

This month, Meta has released its final On-Premise API update (v2.61). Our team has completed the upgrade, monitored all systems, and confirmed stability. While no major releases are anticipated, Meta may provide minor patches or security updates.

Migrating to the Cloud API is mandatory to ensure continuity with the WhatsApp Business API. After October 23, 2025, messages sent from or to businesses via On-Premise API will no longer be delivered.

We are available to support you in this transition. If you still have any concerns or limitations about your integration with Cloud API, please reach out to our Support Team or your Technical Account Manager and we will work together to adapt to this new reality.

Schedule Bulk Migration

When you’re ready to proceed, and need to schedule a bulk migration of 50+ numbers, or if you require assistance during the process, please contact us:

1. Open the Support Widget in the Hub.
2. Click Onboarding > Number Migration (requires Partner User login).
3. Request “Schedule a Bulk Migration to Cloud API.”
4. Confirm your Partner ID & migration date.
5. Review documentation & confirm numbers with our team.

See our documentation for more details.

Data Compliance

Cloud API supports Local Storage and is compliant with all Data Privacy laws. You can read more about Local Storage here. There are also details in the Business Messaging Compliance Center.

The SLA signed by Partners and Clients with 360Dialog incorporates the current DPA, which references Meta’s T&Cs and data processing for the Cloud API.

Need help? Contact our Support Team via the 360Dialog Partner Hub.