Meta Stops WhatsApp Marketing Messages to U.S. Numbers: Impact on Businesses
Meta has always limited WhatsApp marketing messages based on user engagement with previously sent templates. Businesses may have repeatedly seen the error message “USER_MARKETING_TEMPLATE_LIMIT” when messages failed to deliver. Learn more about the restriction from metaZoho Desk does not allow marketing templates to be sent in bulk or through mass actions, as this could lead to compliance violations and legal risks for both customers and BSPs.
Hello, everyone!
Starting April 1, 2025, Meta will pause all WhatsApp marketing messages sent to U.S. phone numbers (+1 country code). If you try to send a marketing message to a U.S. number, it will fail and show an error.
This change affects businesses that use WhatsApp to send promotional messages, discounts, or sales offers to customers in the U.S.
However, you can still send important messages like:
- Order confirmations
- Payment receipts
- Shipping updates
- One-time passwords (OTPs)
- Customer service replies within 24 hours
What's changing on April 1, 2025?
- No WhatsApp marketing messages can be sent to U.S. numbers. This affects any message classified as marketing under WhatsApp’s template system, including promotional offers, discounts, and outbound sales messages.
- Non-marketing messages (such as receipts, OTPs, and support replies) are still allowed.
- Businesses outside the U.S. can continue sending marketing messages to non-U.S. customers.
- U.S.-based businesses can still send marketing messages to non-U.S. numbers.
How this affects your business
If You Use a U.S.-registered WhatsApp Business Number
- You can send marketing, utility, and authentication template messages to international (non-U.S.) customers.
- You cannot send marketing messages to U.S. numbers.
- Customer-initiated conversations are still allowed worldwide.
Billing and payment impact
- Prepaid credits: If you prepaid for WhatsApp marketing messages, those credits cannot be used for U.S. numbers.
- Refund credits: If you have purchased credits for sending marketing templates, refunds for those credits can be issued.
- No charges for failed messages: If your marketing message fails due to this restriction, you will not be billed.
- Queued messages: If a message was scheduled before April 1 but fails after that date, refund policies may vary.
- Marketing conversations in the U.S.: No longer billable under WhatsApp’s conversation-based pricing.
How this affects Zoho Desk users
If you use Zoho Desk to manage WhatsApp conversations, this change will impact:
Inbox
- Marketing messages sent to U.S. numbers will not be delivered.
- Agents will see failed message notifications if they try sending marketing templates to U.S. customers.
Automation and workflows
- Any ticket-based automation that sends WhatsApp marketing messages should be updated to exclude U.S. recipients.
What Zoho Desk users need to do next
To comply with this new rule and avoid message failures, Zoho Desk users should:
- Update inbox workflows to remove WhatsApp marketing for U.S. numbers.
- Revise automation rules to prevent failed message attempts.
- Train agents on these changes so they do not send marketing messages to U.S. customers.
Adjusting your business workflows
- U.S. numbers will automatically be excluded from WhatsApp marketing messages.
- WhatsApp delivery rates will drop for U.S. numbers.
Can I still create WhatsApp marketing templates?
Yes, but you cannot use them for U.S. recipients.
What you need to know about creating templates
- Templates will remain approved in Meta’s system.
- Exclude U.S. numbers when sending marketing messages.
- Templates can still be used for non-U.S. customers.
Restrictions on Bulk and Mass Actions for Marketing Templates in Zoho Desk
- Users are not permitted to send marketing templates in bulk or through mass actions in Zoho Desk, as this may lead to compliance and legal risks for both the customers and the Business Service Provider (BSP). These restrictions are applicable across all Zoho data centers (DCs).
Frequently asked questions (FAQ)
What happens to existing WhatsApp marketing templates?
Pre-approved templates remain in Meta’s system. They can still be used for non-U.S. recipients but will not be deliverable to U.S. numbers.
Will businesses be charged for failed messages?
No, businesses will not be billed for failed WhatsApp marketing messages. If a message was queued before April 1, 2025, refund policies may vary.
Can businesses still send WhatsApp messages to U.S. customers?
Yes, non-marketing messages such as order confirmations, receipts, and OTPs are still allowed.
How can businesses continue engaging U.S. customers?
Encourage customer-initiated chats using Click-to-WhatsApp Ads. Use WhatsApp for transactional updates rather than promotions.
Will Meta lift this restriction in the future?
Meta has not provided a timeline for when WhatsApp marketing may resume in the U.S. Businesses should continue monitoring Meta’s announcements for any policy changes.
Unexpected billing charges for WhatsApp marketing messages to U.S. numbers
The message may have queued before April 1, 2025, and processed later.Can I use Zoho Desk to send bulk or mass marketing or promotional messages via WhatsApp?
Zoho Desk supports both utility and marketing templates for WhatsApp in real-time conversations through the IM inbox. However, bulk and mass actions for marketing templates are not supported in Zoho Desk. For running campaigns or promotional activities at scale, we strongly recommend using Zoho Marketing Automation to ensure compliance with WhatsApp's policies.
Best,
Prabin
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