WhatsApp Business Platform Changes in 2025

By Sparkforge Support Team ·Last reviewed May 3, 2026

WhatsApp moves to per-message pricing on July 1, 2025, blocks marketing templates to U.S. numbers from April 1, 2025, and retires the OBO onboarding model on September 30, 2025. Sparkforge users should review template strategy and migrate to the Shared Account Model.

Meta is rolling out several changes to the WhatsApp Business Platform in 2025. If you send WhatsApp messages from Sparkforge, here is what shifts and when.

Per-message pricing starts July 1, 2025

WhatsApp moves from per-conversation to per-message pricing.
Each template message you send is billed individually.
Utility templates sent inside a 24-hour service window remain free.
Expect more frequent pricing updates from Meta going forward.

U.S. marketing template restrictions from April 1, 2025

Marketing template messages cannot be sent to U.S. phone numbers (any +1 number).
The restriction is temporary and aimed at improving user experience.
Utility and service messages to U.S. numbers are still allowed.

Approved template types

You can send the following template categories, all authenticated with your access token:

Text-only
Media (images, documents)
Interactive (buttons like Call or Visit Website)
Location-based
Authentication (one-time password)
Multi-product messages

Engagement-based per-user limits

Starting March 3, 2025, WhatsApp tracks how each user interacts with your marketing templates. If a user does not engage, your send volume to that user drops automatically. From April 1, 2025, marketing messages to U.S. numbers will return errors instead of delivering. A user reply opens a 24-hour service window where you can send messages freely.

Error codes to watch for

Code	Meaning
131049	Marketing limit reached for this user
131050	User opted out of marketing messages

Both errors are returned in the message webhook. Do not retry immediately — wait, then try again with a different message type if appropriate.

Delivery troubleshooting

Confirm the recipient number is active on WhatsApp.
Ask the user to update the WhatsApp app and accept current Terms.
Use a utility template if marketing limits are blocking the send.

Shared Account Model migration

The older On Behalf Of (OBO) onboarding model retires on September 30, 2025. All partners must move to the Shared Account Model.

March 24, 2025: New Shared Account Model onboarding becomes available.
September 30, 2025: OBO method sunsets.
October 1, 2025: Meta automatically migrates remaining accounts.

Other changes

Tappable image headers in marketing messages now act as the call-to-action button, lifting click-through.
WhatsApp adds a user-facing setting to stop or resume marketing messages. Opt-outs are reported via webhook.

Frequently Asked Questions

What changes about WhatsApp pricing on July 1, 2025?

WhatsApp moves from per-conversation to per-message billing. You pay for each template message sent, except utility templates inside a 24-hour service window, which stay free.

Can I still send marketing messages to U.S. numbers?

Not from April 1, 2025. Marketing template messages to +1 numbers are blocked. Utility and service messages still work.

What do error codes 131049 and 131050 mean?

131049 means you have hit the per-user marketing limit for that recipient. 131050 means the user opted out of marketing messages. Both are returned via the message webhook.

When do I have to migrate to the Shared Account Model?

New onboarding opens March 24, 2025. The old OBO flow retires September 30, 2025. From October 1, 2025, Meta migrates remaining accounts automatically.

How do I improve delivery when limits apply?

Switch to utility templates inside the 24-hour service window, confirm the user has the latest WhatsApp app and accepted Terms, and verify the number is active on WhatsApp.