WhatsApp marketing messages stop working on the Cloud API on Oct 13, 2027 and must move to the Marketing Messages API
What changed
Meta says marketing messages sent through the WhatsApp Cloud API will be sunset on October 13, 2027. Promotional templates (offers, abandoned-cart nudges, newsletters) must go through the Marketing Messages API for WhatsApp, which has its own terms and endpoint but keeps your phone numbers and templates. Utility, authentication and service messages, such as order updates and login codes, stay on the Cloud API. Meta's documentation adds an earlier cutoff: WhatsApp messaging accounts created on or after April 13, 2027 can't send marketing messages through the Cloud API at all. Meta says most integrations take about two weeks. Templates that Meta reclassifies from utility to marketing must be routed to the new API too. Note that Meta already doesn't deliver WhatsApp marketing messages to users in the United States, so this matters for brands messaging customers outside the US.
What to do
If you send WhatsApp marketing to customers outside the US, ask your messaging platform (Klaviyo, Shopify Messaging, or your WhatsApp provider) whether it already sends marketing templates through the Marketing Messages API and when it will finish moving. If you run your own integration, plan the switch before April 2027 if you'll create new WhatsApp accounts, and before Oct 13, 2027 at the latest.
Source
- Meta for Developers blog: Sunsetting Marketing Messages on the Cloud API ↗
- Meta: Marketing Messages API for WhatsApp overview (April 13, 2027 new-account cutoff) ↗
- PPC Land: WhatsApp Cloud API loses marketing messages on October 13, 2027 ↗
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