Pausing WhatsApp Marketing Messages for US Numbers Starting April 1, 2025

Dear Marketers,

Starting April 1, 2025, WhatsApp will temporarily pause the delivery of all marketing template messages to users with US phone numbers (+1 dialling code and US area codes). You can read more about it here.

This new measure by Meta is a temporary pause specifically for US numbers and is designed to enhance the consumer experience, ultimately leading to better business outcomes.

Why the pause?

WhatsApp limits marketing template messages a user receives, based on factors like engagement and inbox content. These limits aim to maximize engagement, improve user experience, and prevent users from feeling overwhelmed by business messages.

WhatsApp is aligning per-user limits with upcoming per-message pricing. While businesses can send unlimited messages, each counts towards the user's limit. Previously, limits applied to opening new marketing conversations. Now, each message counts except those within a 24-hour customer service window started by a user response.

Note:  This pause is only for "Marketing Conversation" and not applicable for "Utility conversations."  This new pause is temporary and an additional measure implemented by Meta for US numbers. 
As this restriction is managed by Meta, we cannot predict the exact timeframe of the pause or the specific limit for message failures in advance.

 Next Steps:

• Adjust Your Messaging Strategy: Businesses targeting US users should proactively adjust their messaging strategy and explore alternative engagement methods.
  Try Zoho's own SMS Gateway.

• We will keep you informed of any further updates regarding this restriction.

What to expect

After April 1, 2025, if you send a marketing template to a US number, it will fail, no credits will be deducted, and the failure reason will be displayed as 'USER_MARKETING_TEMPLATE_LIMIT'.

Please note that purchased credits are non-refundable. However, they will be available for use once Meta lifts the US number restriction.

We understand this change may require adjustments to your marketing strategy. We appreciate your understanding and cooperation as we navigate these updates from WhatsApp.

Thank you
The Zoho Marketing Automation Team

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