Starting April 1, 2025, WhatsApp business messaging will pause all marketing use cases in North America. This temporary move aims to “enhance the consumer experience” and applies specifically to marketing, not conversational or informational messages, which will continue as usual.
WhatsApp has grown quickly in North America, particularly within the expanding Hispanic population. Even without SMS-level reach, it’s an important messaging medium. This pullback echoes the temporary RCS shutdown in India, where Google paused RCS to control spam and protect the channel. Google later partnered with Vodafone Idea and Dotgo to carefully reintroduce it to the market…
