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What is shifting with WhatsApp?

MaggieBrennan

Meta recently announced that they’re going to be pausing support for WhatsApp messages from brands in the US starting in April 2025, even as the channel gets bigger in other parts of the world. How do you think this shift will impact the channel and the way marketers are leveraging it?

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WhatsApp AMA

Comments

lexiehaggerty1

Great question. Meta informed us that they're making the update to maintain the health of the WhatsApp ecosystem in the US, where WhatsApp is fast growing, but still at an earlier stage. They will continue to evaluate when the US market is ready to resume marketing messages, but in the interim, I would suggest alternative channels that also offer high engagement rates and are more widely used in the US, like SMS and RCS.