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WhatsApp

COLLAB
Velocity2.5

End-to-end encrypted messaging and calling app by Meta

www.whatsapp.com ↗

WhatsApp is defining who owns a business conversation when several partners share one account.

whatsapp-businessconversation-routingthread-controlcloud-apipartner-platformsmarketing-messages
◆Current state
The first new surface since April is Conversation Routing, documented on September 23, which controls which partner receives inbound messages on a shared account. It covers thread ownership, standby partners, and an AI-generated conversation summary delivered on handover. Follow-up changes are small: a request_id on thread control calls and error 131070 for apps sending without ownership.
◆Where it's heading
The API focus has moved from marketing creative controls to multi-partner operations. Thread control, escalation partners and handover summaries assume a business running several vendors or agents on one number. The new terms requirement for standby, escalation and thread control ties these features to acceptance of the Meta Business Agents and Platform Terms of Service.
◆Prediction
Expect continued Conversation Routing refinement, since each update since launch has tightened thread control. The entries do not show when or whether the April creative-optimization work resumes.

◆Recent moves

  1. 1mo ago

    Conversation Routing: error 131070 and terms prerequisite

    Error 131070 now flags apps that send without owning the thread, and the docs put the terms-of-service prerequisite beside the relevant guidance. This is cleanup on the Conversation Routing launch.

  2. 1mo ago

    Thread control calls now return a request_id

    Successful pass, release and take calls now return a request_id for support cases. A minor debugging aid for the new thread control surface.

  3. 1mo ago

    Conversation Routing for accounts shared by several partners

    Conversation Routing documentation arrives, covering how inbound messages are assigned when more than one partner shares a WhatsApp account, including thread ownership, standby partners and AI-generated handover summaries. It is the main new surface in this window and shifts the API story toward multi-partner operations.

  4. 6mo ago

    Marketing Messages: creative optimization off by default

    Automatic Creative Optimization is now disabled by default at the WhatsApp Business Account level, requiring explicit opt-in. Aligns with the broader trend of giving brands more control over how their messages are auto-rewritten.

    View source ↗
  5. 6mo ago

    Marketing Messages: more offsite conversion metrics

    Additional offsite conversion metrics now appear in WhatsApp Manager and Template Analytics, closing the loop between a marketing message and downstream conversion events on a brand's site or app. Improves attribution for direct-response use cases.

    View source ↗
  6. 7mo ago

    Cloud API: error code 131064 added

    Cloud API exposes a new error code (131064) for client integrations to handle. Routine API surface expansion; only relevant if you're catching specific error codes.

    View source ↗