Since April 1, 2025, Meta has paused delivery of Marketing template messages to WhatsApp users with US (+1) phone numbers. Utility and Authentication templates, replies inside the 24-hour customer service window, and conversations started from Click-to-WhatsApp ads still reach US numbers. Read the background in Can you send WhatsApp marketing messages to US numbers?
Automatic US Detection
When you pick a Marketing template in the broadcast composer, a note warns that US (+1) numbers will be skipped. The Reach panel counts them under US numbers (Meta marketing pause), so you see the impact before you send. Numbers are matched by area code, so Canadian and Caribbean +1 numbers aren't affected. In the report, these recipients show the US marketing pause as their skip reason.
Turning On SMS Fallback
Connect Twilio SMS
Set up a Twilio number in Settings > Channels > SMS (Twilio). See SMS via Twilio.
Turn It On in the Composer
In the broadcast composer, open Advanced and turn on SMS fallback for US numbers. Write a short SMS version of your message; contact fields such as {first_name} work. If the toggle is greyed out, finish the Twilio setup first.
Check Reach
Reach shows how many more contacts get the message by SMS. Only US contacts whose SMS consent is opted in are included; the rest are skipped.
Send
If your SMS text doesn't mention STOP, "Reply STOP to opt out." is added automatically. SMS replies arrive in your inbox and team channels like any SMS conversation.
Other Ways to Reach US Customers
- Utility templates for genuine order, booking, payment and account updates. Every library template shows whether it delivers to US numbers.
- Free-form broadcasts to the 24-hour window open now audience: contacts who messaged you in the last 24 hours, with no template. Meta bills these as service messages, with 1,000 free per business number each month.
- Keyword opt-ins and Click-to-WhatsApp ads that get US customers to message you first, which opens a window for your reply.
Preguntas frecuentes
Am I charged for US Marketing messages that are skipped?
No. Skipped contacts are never sent to Meta, and Meta only charges for delivered messages. SMS fallback messages are billed by Twilio and count toward your plan's monthly broadcast recipients.
Do I need separate SMS consent?
Yes. SMS has its own consent rules (in the US, for example, the TCPA and carrier registration). SMS fallback only texts contacts whose SMS consent is opted in. Set it on the contact's Messaging consent card or when importing.
Will US contacts get both a WhatsApp message and an SMS?
No. For a Marketing broadcast, US contacts are skipped on WhatsApp and, if fallback is on and they opted in to SMS, get the SMS only.
Does the send window apply to SMS fallback?
Yes. Fallback texts follow the same send window as the broadcast. See WhatsApp Sending Limits and Quiet Hours.