Upcoming Changes to WhatsApp Business Platform

WhatsApp is rolling out significant updates to their Business Platform in 2025. Here's what you need to know to keep communicating with families without interruption.

1. New Pricing Model (Starting July 1, 2025)

WhatsApp is changing how they charge for messages:

  • Per-message pricing — You'll be charged for each template message sent, not per conversation
  • Free utility messages — Utility templates sent within a 24-hour service window are free
  • Pricing updates — Expect more frequent rate adjustments going forward

For complete pricing details, check WhatsApp's official pricing update.

2. Marketing Template Restrictions in the U.S. (Starting April 1, 2025)

Important: You cannot send marketing template messages to U.S. phone numbers (those starting with +1). This is a temporary measure WhatsApp implemented to improve the customer experience.

What you can still send to U.S. numbers:

  • Utility messages (enrollment confirmations, payment reminders)
  • Service messages (tour confirmations, schedule updates)

3. Template Types You Can Use

Enrollio supports these WhatsApp template types:

  • Text-only — Simple text messages
  • Media — Images, documents, PDFs
  • Interactive — Buttons like "Call" or "Visit Website"
  • Location-based — Share your center's address
  • Authentication — One-time passwords for secure login
  • Multi-product — Showcase multiple programs or services

All templates must be pre-approved by WhatsApp before you can use them.

4. Template Engagement & Per-User Limits

Starting March 3, 2025:

WhatsApp tracks how families engage with your marketing templates. If a family isn't engaging with your messages, WhatsApp will limit how many messages you can send them.

Starting April 1, 2025:

No marketing messages will be delivered to U.S. numbers. Any attempt will return an error.

Pro Tip: When a family replies to any message, you get a 24-hour service window. During this time, you can send unlimited messages without using templates.

5. Message Errors & What They Mean

If you see these error codes, here's what they mean:

  • Code 131049 — Marketing limit reached for this family
  • Code 131050 — Family opted out of marketing messages

Don't keep resending. If you get an error, wait before trying again. Repeated attempts won't help and may hurt your sender reputation.

6. Message Delivery Tips

If messages aren't reaching families:

  1. Verify the phone number is valid and active on WhatsApp
  2. Ask the family to update their WhatsApp app to the latest version
  3. Confirm they've accepted WhatsApp's latest Terms of Service
  4. Switch to utility templates if marketing limits are affecting delivery

Utility templates (like enrollment confirmations or payment reminders) are more reliable when marketing limits apply.

7. Shared Account Model Migration

WhatsApp is retiring their older onboarding method. All accounts must migrate to the new Shared Account Model.

Migration Timeline:

  • March 24, 2025 — New onboarding flow available
  • September 30, 2025 — Old method retired
  • October 1, 2025 — WhatsApp automatically migrates remaining accounts

Enrollio will handle the technical migration for you. You don't need to take action.

8. Enhancements to Marketing Messages

WhatsApp is adding tappable image headers to marketing templates. When families tap the image, it works the same as clicking your call-to-action button — improving engagement and click-through rates.

9. User Preferences for Marketing

WhatsApp now gives users a setting where they can:

  • Stop or resume receiving marketing messages from your center
  • Indicate whether they want to receive your messages

Enrollio will notify you via webhook if a family opts out, so you can update their preferences in your account.

Frequently Asked Questions

What is changing with WhatsApp pricing from July 1, 2025?

WhatsApp is switching from per-conversation to per-message pricing. You'll be charged for each template message sent, rather than for an entire conversation. However, utility templates sent within a 24-hour service window will be free.

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

Starting April 1, 2025, marketing template messages cannot be sent to U.S. phone numbers (those starting with +1). This is temporary and aimed at improving user experience. Utility and service messages are still allowed.

What happens if I exceed per-user messaging limits?

WhatsApp tracks how families interact with your marketing messages. If a family isn't engaging, you'll be limited in how often you can message them. Attempting to send messages beyond this limit may result in:

  • Error Code 131049: Marketing limit reached
  • Error Code 131050: User opted out

What types of message templates can I send?

You can send these approved template types:

  • Text-based
  • Media-based (images, documents)
  • Interactive (buttons like Call or Visit Website)
  • Location-based
  • Authentication (OTP)
  • Multi-product messages

All templates must be pre-approved by WhatsApp and sent using your access token.

What should I do if messages aren't being delivered?

Check the following:

  • The recipient's number is active on WhatsApp
  • The recipient has accepted the latest WhatsApp Terms of Service
  • Their app is updated to the latest version
  • If marketing limits apply, try using a utility template instead

What is the Shared Account Model and when do I need to migrate?

WhatsApp is phasing out their older onboarding model. Enrollio will handle the migration to the Shared Account Model automatically. Key dates:

  • March 24, 2025 — New onboarding available
  • September 30, 2025 — Old method retired
  • October 1, 2025 — WhatsApp begins automatic migrations