Meta Pauses WhatsApp Marketing Messages for U.S. Customers

Effective April 1, 2025, Meta temporarily pauses the delivery of marketing messages on WhatsApp for U.S. phone numbers (those with a +1 dialing and U.S. area codes). This move is part of Meta's broader strategy to enhance the user experience and lay a strong foundation for WhatsApp as a marketing channel in the United States.

If you're a U.S.-based business using WhatsApp Business with a +1 number, you cannot send marketing messages to U.S. numbers during this period. However, you can still send WhatsApp marketing messages to non-U.S. numbers.

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Why the Pause?

Meta is prioritizing long-term outcomes over short-term reach. By temporarily suspending marketing messages in the U.S., the company aims to:

• Enhance user trust and engagement
• Deliver a better consumer experience on WhatsApp
• Build a stronger ecosystem for business communication

Meta has indicated that this step is temporary and that marketing messages will return—stronger and more effective—once the foundation is ready.

What’s Still Allowed for U.S. WhatsApp Users?

While promotional broadcasts are on hold, businesses can still use WhatsApp for essential communication:

Utility Conversations

Send timely, non-promotional updates such as:

• Order confirmations
  
• Delivery tracking
  
• Appointment reminders
  

Service Conversations

Provide live customer support and assistance using WhatsApp’s interactive interface.

Click-to-WhatsApp Ads

Drive users to initiate WhatsApp chats directly from ads. These remain a powerful tool for engagement and lead generation.

What Businesses Should Do Now

During this pause, Meta encourages businesses to adapt their WhatsApp strategy:

• Focus on engagement: Use the allowed formats to keep the conversation going.
  
• Strengthen service and support: Make your brand available and helpful.
  
• Refine your marketing stack: Prepare for a more optimized WhatsApp marketing approach when promotional messages return.
  

Final Note

Meta will continue to assess the U.S. market to determine the right time to resume marketing messages. In the meantime, brands should stay agile, invest in customer-first communication, and continue building strong WhatsApp engagement strategies that will pay off when full marketing capabilities return.