Introducing Graph API v24.0 and Marketing API v24.0

Here are the highlights of the new GAPI/MAPI changes below for V24. Please visit our changelog for a complete list of changes and details.

General Updates

Insights GraphAPI: Introducing the Content Monetization Earnings metric for Creators

From September 1, 2025, onwards we had started to default the dynamic media media_type_automation field to OPT_IN for Advantage+ catalog ads (single image, carousel, and collection formats). This change brings parity with Ads Manager which has the Dynamic Media toggle set to “On” by default, increasing creative liquidity and improving utilization of Catalog Product Video (CPV) assets to drive better ad performance.

This change affects all Advantage+ catalog ads created using the Marketing API after the launch date and can be applied to single image, carousel, and collection ad formats.

• What is the expected behavior before and after the change? Before: Dynamic media is disabled by default for Advantage+ catalog ads via the API. After: Dynamic media will be enabled by default for these ads unless explicitly opted out.
• When will developers need to implement the code changes? Developers should review and update their API integrations before September 1, 2025, if they want to opt out of dynamic media.
• When will they have until to implement the code changes? The rollout is gradual, starting on September 1, 2025 and with 100% enforcement by October 20, 2025.
• Is there any recommended guidance to prepare for this change? Partners and advertisers should ensure that videos are only added to product catalogs when they are ready for immediate ad use. Partners may also continue to utilize preferred_video_tags and add tags to the videos within their product catalogs. For more information on preferred_video_tags, please reference the Dynamic Media FAQ page.

Impacted endpoints

• act_<AD_ACCOUNT_ID>/adcreatives
• act_<AD_ACCOUNT_ID>/ads

Link to developer documentation

• Marketing API Developer Documentation - Dynamic Media for Advantage+ Catalog Ads

Link to help article on feature

• About Dynamic Media - Meta Business Help Center

Marketing API: Field Type Enforcement for Lookalike Audience Creation

Applies to v24.0+ and will apply to all versions January 6, 2026.

The lookalike_spec field for creating a new lookalike audience is now required to match the types stated in the documentation. Requests with a lookalike_spec field containing invalid subfields may fail to create a new lookalike audience.

The following endpoints are affected:

• POST /act_{ad-account-id}/customaudiences

Marketing API: Optimize your website destination

When you optimize your website destination, you allow us to dynamically select where to send someone who clicks on your ad based on their intent. When your website destination can be optimized, we’ll automatically detect and change the default landing page URL to a more performant destination URL. This can either be your website homepage or a product page.

Key Updates:

• Set up the website destination optimization, including the status in the ad creative to enable your ads to enroll in this optimization.

Updating existing endpoints:

• POST /act_{ad_account_id}/adcreative
• GET /{ad-creative-id}/?fields=destination_spec

Marketing API: Introducing Limited Spend on Placements

For Graph API v24.0, we’re introducing a new feature that offers greater flexibility when setting up your campaigns. Now, during campaign creation, if you use placement controls to exclude certain placements for your ad sets, you can allow up to 5% of your spend to be allocated to each excluded placement when it’s likely to improve performance. This update allows you to allocate limited spend to specific placements you would otherwise exclude. This feature is available for Sales and Leads objectives.

Marketing API campaigns can now choose between fully excluding placements (the existing method) or applying limited spend using the new placement_soft_opt_out parameter.

Fully opt out

There is no change in how placements are fully opted out. Continue to use the existing Placements API. Placements opted out here will not have limited spend.

Opt out with limited spend

To opt out of a placement with limited spend, pass the desired placement positions within placement_soft_opt_out as a part of POST API calls. The shape of the fields is the same as what is already supported as a part of the Placements API.

The positions available are facebook_positions, audience_network_positions, instagram_positions, threads_positions, and messenger_positions. See the Device, Publisher and Positions section for more information.

• POST act_{ad-account-id}/adsets
• POST {ad-set-id}

"placement_soft_opt_out": {
    "facebook_positions": [
      "marketplace",
      "profile_feed"
    ],
    "audience_network_positions": [
      "classic",
      "rewarded_video"
    ]
  }

Retrieve opt outs with limited spend

Query for the new field placement_soft_opt_out as a part of the GET AdSetId to retrieve the placements which have limited spend set on a given AdSet

• GET {ad-set-id}?fields=placement_soft_opt_out

Learn more about limited spend on placements

Breaking Change in WhatsApp Templates Pagination

With the release of Meta Graph API v24, we are introducing a new error code for the GET /<WHATSAPP_BUSINESS_ACCOUNT_ID>/message_templates endpoint. This error will be returned when the pagination cursor provided by the client is outdated or invalid.

What does this mean for developers?

• If your request includes an invalid or expired pagination cursor, the API will now respond with a specific error code.
• Upon receiving this error, you must restart your GET request without before and after parameters to obtain fresh pagination cursors.
• This update is a breaking change—existing integrations relying on previous cursor behavior will need to update their error handling logic to accommodate this new flow.

Why this change?

This enhancement ensures more reliable and predictable pagination, helping clients avoid issues caused by stale cursors and improving overall data consistency.

Action Required: Review your integration and update your error handling to restart pagination from the first page when you encounter the new error code. This will ensure continued access to WhatsApp Templates and compatibility with v24 of the Meta Graph API.

Adding the ability to “Upsert” Product Items

Starting with Graph API v24.0, users can now not only create product items using the POST /{product-item-id} endpoint, but also update existing items. This is achieved by adding a new functionality to “Upsert” (i.e., Update + Insert) products with the allow_upsert parameter.

If allow_upsert is passed as true, Upsert mode will be enabled, allowing a request with a product having an existing retailer_id to update the existing product, and if the product does not exist, a new product will be created as normal. If it is passed as false, it will throw an error if a product with the retailer_id specified in the request already exists. If not specified, the allow_upsert parameter will default to true.

Consolidating the Selection of Detailed Targeting Interest Options

We are updating the detailed targeting interest options by combining some of the interests currently available into relevant groupings.

This aims to make it easier for you to set up your campaigns, while maintaining existing campaign performance. We will continue to maintain a wide variety of detailed targeting interest options.

Beginning, October 8, 2025 here’s what you can expect as part of this change:

• You will start to see notifications within our ads interfaces, notifying you that some detailed targeting interests have been combined.
• Marketing API v24.0 will no longer support certain detailed targeting interest options for new campaigns. When creating new or updating an existing campaign with affected interest options, you will encounter an error preventing publishing your changes. If an interest option has been combined, the search results will show the new, consolidated option. Marketing API v23.0 and earlier versions are unaffected until January 6, 2026.
  • For example, if you search for the interest “Animal ethics” it will return “Animal rights” because “Animal ethics” is now included under “Animal rights” and you can now use the “Animal rights” interest option which also includes a selection of related interests to reach your audience.
• Campaigns created before October 8, 2025 can continue to run. You can begin implementing code changes now and not be affected until January 6, 2026. After this date, affected interest options will be unavailable on all Marketing API versions. Existing campaigns using these options will stop delivering by January 15, 2026, unless removed or updated with the suggested combined options.
  • For example, if you created a campaign with the interest option “Animal ethics” prior to October 8, 2025 you can continue using this. However you will either need to remove it or replace it with the suggested alternative “Animal rights” by January 6, 2026.
• Beginning October 8, 2025, duplicated campaigns using the affected interest options will automatically be replaced with suggested combined options for Marketing API v24.0. This functionality will be applied to all Marketing API versions by January 6, 2026.

Updated Endpoints:

• POST {ad-account-id}/adsets
• POST {adset-id}
• POST {adset-id}/copies
• GET {ad-account-id}/delivery_estimate
• GET {ad-set-id}/delivery_estimate
• GET {ad-account-id}/reachestimate
• GET {ad-account-id}/targetingsearch
• GET {ad-account-id}/targetingsuggestions
• GET {ad-account-id}/targetingvalidation
• GET /search

Marketing API: Increasing daily budget flexibility

We are gradually introducing greater daily budget flexibility to some Meta Ads Manager accounts. This means on days when better opportunities are available for you, we may spend up to 75% over your daily budget on some days and less on others. On a weekly basis, we won’t spend more than 7 times your daily budget. If your campaign is less than 7 days, the total spend will not exceed your daily budget, multiplied by the campaign duration.

Key Updates:

• We are increasing daily budget flexibility from 25% to 75%. This means we may spend up to 75% over your daily budget on days when better opportunities are available, and less on others.
• Your daily budget is used as an average over the seven-day calendar week from Sunday through Saturday. Your weekly spend will not change, and will not be greater than 7 times your daily budget.

Updating existing endpoints:

• POST /act_{ad_account_id}/adsets
• POST /act_{ad_account_id}/campaigns
• POST /{ad_set_id}/
• POST /{campaign_id}/

Marketing API: Ad Set Budget Sharing

We’re excited to announce a major update to Meta’s Marketing API—the introduction of ad set budget sharing! This new feature empowers advertisers and developers to optimize campaign performance with greater flexibility alongside control.

This product is expected to improve performance for campaigns using ad set budgets (not using Advantage+ campaign budget) while ensuring that the majority of the budget will remain in the advertiser’s control. For advertisers already using Advantage+ campaign budget, we recommend that they continue to do so.

What is Ad Set Budget Sharing?

Ad set budget sharing is a new budget feature that allows you to share up to 20% of your budget with other ad sets in the same campaign. This is designed to improve performance for campaigns that are not using a campaign budget. With this feature, you can:

• Maintain majority of budget control at the ad set level while allowing some flexibility.
• Reduce manual guesswork by automating a portion of your budget allocation in real time, based on performance.
• Use different ad set schedules and still benefit from flexible budget allocation across ad sets.

This means you can control budgets for each ad set, while the system automatically adjusts up to 20% of your ad sets’ spend in real time—helping you capture more opportunities and improve your campaign’s overall performance.

More About Ad set Budget Sharing Help Center Article and Ad Set Budget Sharing Marketing API guide

Developer Details

1. Is Ad Set Budget Sharing Enabled Field

• Field Name: IS_ADSET_BUDGET_SHARING_ENABLED
• Type: Boolean
• Required: NO (conditionally mandatory field in API requests starting v24)
• How to Use:
  • Set to False to keep ad set budget sharing OFF.
  • Set to True to turn ad set budget sharing ON.

Example:

Request:

curl -X POST \
  -F 'name="My campaign"' \
  -F 'objective="OUTCOME_TRAFFIC"' \
  -F 'status="PAUSED"' \
  -F 'special_ad_categories=[]' \
  -F 'is_adset_budget_sharing_enabled'= False \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v23.0/act_<AD_ACCOUNT_ID>/campaigns

Response:

{
  "data": [  
      {
        "id": [campaign ID]
        "success": true,
      }
    ]
} 

2. Field Description

• Purpose: Controls whether the ad set participates in budget sharing.
• Behavior: When enabled (1), up to 20% of the ad set’s daily budget can be dynamically shared with other ad sets in the same campaign (if campaign budget optimization is not used).
• Default: If not specified, the default is False (OFF).

3. API Release Version

• Available In: Marketing API +v21 (replace with actual version number)
• Release Date: [9.3.2025]
• Changelog Reference: [change log]

Graph API: Onboard businesses with embedded signup v4

Embedded signup now enables businesses to onboard to multiple Meta Business Messaging and advertising APIs in one streamlined flow. Supported products include Marketing Messages Lite, Cloud API, Ads that Click to WhatsApp on Marketing API, and Conversions API.

Embedded signup version 4 will be released on October 8th. More details about the change and integration details can be found in the “versioning” section within the embedded signup documentation.

Limiting the request size on the Items Batch API

A new limit on the size of the requests parameter is being introduced to the Items Batch API for creating or modifying Catalog items starting Graph API v24. This limit is 30 MB and will be enforced in addition to the existing limit in terms of the number of items that can be passed in a request (which remains unchanged at 5,000). This limit has been introduced to avoid users receiving errors sending in requests that are too large.

If you are affected by this new limit, it is recommended that you divide your request into multiple smaller requests that satisfy the 30 MB limit.

Marketing API: Upcoming updates to Custom Audience and Custom Conversion

Starting September 2, 2025, we began rolling out more proactive restrictions for custom audiences and custom conversions that may include information not permitted under our terms. For example, any custom audience or custom conversions suggesting specific health conditions (e.g., “arthritis”, “diabetes”) or financial status (e.g., “credit score”, “high income”) will be flagged and prevented from being used to run ad campaigns.

With the upcoming release of Marketing API v24.0, we are offering more specific guidance to help businesses as they determine how best to resolve issues efficiently through the Marketing API if their custom audiences or custom conversions have been flagged. Please note that review requests will continue to be available only through our native interfaces. This update requires action from all API users and partners.

Is there any recommended guidance to prepare for this update?

All partners and advertisers must continue to ensure their audiences don't share information that is not allowed under our terms. You won’t be able to use flagged custom audiences or custom conversions when creating new campaigns. If you have an active campaign using flagged custom audiences or custom conversions, you should promptly review and determine what steps to take to resolve the issues by considering the resolution steps to help avoid delivery and performance issues. More information on this update and guidance to help businesses as they determine how best to resolve flagged custom audiences or custom conversions is available in the links to resources below.

Impacted endpoints

Custom Audiences -

• 'GET {custom-audience-id}'
• 'POST {ad-account-id}/customaudiences'
• 'POST {custom-audience-id}'
• 'POST {custom-audience-id}/users'
• 'POST {custom-audience-id}/usersreplace'
• 'DELETE {custom-audience-id}/users'

Ad Sets -

• 'POST {ad-account-id}/adsets'.
• 'POST {adset-id}'

Custom Conversions -

• 'POST {custom-conversion-id}'

Link to Resources

• Link to developer documentation:
  • Custom Audience
  • Custom Conversions
  • Ad Sets
• Link to help article:
  • Understanding restrictions on certain custom audiences
  • Understanding restrictions on certain custom conversions

Deprecations & Breaking Changes

Marketing API: Video Feed Ad Placement No Longer Available

Beginning with Marketing API v24.0, the Facebook video feeds ad placement will no longer be available. Delivery of video feeds ad placements will be stopped and campaign spending will be shifted to other placements automatically. After the change, attempting to create or update an ad campaign with the Facebook video feeds ad placement will produce an error.

Updated endpoints:

• POST /act_{ad_account_id}/adsets
• POST /{ad_set_id}/

Marketing API: Discontinuation of the Click to Messenger Lead Gen Ads

The ability to create Click to Messenger lead gen (CTMLG) ads with the Marketing API (dev documentation) is being deprecated. Businesses may still create CTMLG ads via Ads Manager. If you have any questions or concerns about this change.

Live Video API: "Overlay URL" Field Deprecated

The `overlay_url` field on the GET /<LIVE_VIDEO_ID> endpoint has been removed for v24.0. It will continue to return null for v23.0 and older requests. This field previously supported integration with the Live Producer Graphics product from third-party video streaming apps.

Removing conversation object from message status webhooks

After the move to per-message pricing on July 1 2025, from Graph API v24 onwards, we are removing the conversation object from the message status webhooks for all messages that are not free entry point conversations.

Since all businesses are now charged per-message, the conversation object in the webhook payload is not reflective of the previous conversation-based pricing model and is being deprecated. The following fields in the webhook payload will be impacted

• conversation_id
  • Version 24.0 and higher:
    • The conversation object will be omitted entirely, unless the webhook is for a free entry point conversation, in which case the value will be unique per free entry point conversation.
  • Version 23.0 and lower:
    • Value will now be set to a unique ID per-message, instead of per-conversation, unless the webhook is for a free entry point conversation, in which case the value will be unique per free entry point conversation.

Upcoming ASC and AAC MAPI deprecation, Migration Options to Advantage+

Following the launch of the streamlined Advantage+ experience for sales and app objectives in V23.0 of the Marketing API and the planned deprecation of the Advantage Shopping Campaigns (ASC) and Advantage App Campaign (AAC) APIs for campaign creation in MAPI V25.0 (Q1 2026), we are launching Advantage+ Migrations to support developers in transitioning legacy ASC/AAC campaigns into the new Advantage+ structure.

Furthermore, from V24.0 (8th October), we will no longer allow new ASC/AAC campaigns to be created using the legacy ASC/AAC APIs. Developers may revert to previous MAPI versions (i.e., v23.0 or less) to continue using or editing legacy ASC/AAC APIs, however we highly recommend that developers start creating and using Advantage+ campaigns.

Starting from 8th October, we are also making the following options available for developers:

• Copy and Migrate using the new, optional migrate_to_advantage_plus field
  • Developers may use the existing Copies endpoint to copy their ASC campaign into a new campaign in the Advantage+ structure. This will yield a new campaign ID, and the new campaign will reflect the updated Advantage+ structure.
  • This applies to ASC campaigns only. AAC campaigns can not be copied.
• Migrate only using the new, optional migrate_to_advantage_plus field
  • Developers may initiate a POST call on their existing ASC/AAC campaign with the new migrate_to_advantage_plus field to migrate the campaign into Advantage+ structure. This will maintain the same campaign ID, and the new campaign will reflect the updated Advantage+ structure.
• Manual Ads Manager Migration
  • Partners and advertisers can also choose to use the existing manual Ads Manager migration by editing an existing campaign. For eligible campaigns, making any campaign edit such as name or budget will trigger a prompt to upgrade to ‘Advantage + Campaign Budget’. Once the change is published it will migrate and will reflect the updated Advantage+ structure.
    • This method is only available where developers have the required access and permissions to advertisers’ Ads Manager accounts.

Note: Not all campaigns are eligible for migration at this stage, exclusions include;

• Campaigns using existing_customer_budget_percentage can only be migrated to Advantage+ structure by duplicating the campaign in the Ads Manager. You may open the campaign in Ads Manager for instructions on how to duplicate into the Advantage+ structure. For recreating as a new campaign, please see “Replicate Existing Customer Budget Percentage”.
• ASC Campaigns that contain more than 50 ads in the ad set. These will still be editable after v25.0 of the Marketing API launches, but will be unable to be duplicated.

Please review the updated developer docs and FAQs to see all details of this change.

Link to developer documentation

• Developer Doc - Advantage+ Campaign Experience for Sales, App, and Leads

Link to help article on feature

• Help Center - Advantage+ Campaigns
• Help Center - Special Ad Categories

Meta Business SDKs v24 Release

The Meta Business SDK v24 release will be published shortly after the release of Graph API v24. This release will include dependency upgrades, new features, and deprecation of few root Graph Instagram nodes.

In this release, there are major changes like Dynamic Media will be enabled by default for Advantage+ Catalog ads via the Marketing API, requiring developers to explicitly opt out if desired. The daily budget flexibility is increased from 25% to 75%, allowing higher spend on days with better opportunities while maintaining weekly spend limits. A new feature allows up to 20% of an ad set’s daily budget to be shared with other ad sets in the same campaign for improved performance without campaign budget optimization. The Facebook video feeds ad placement is no longer available in Marketing API v24.0, and attempts to use it will result in errors. Third-party access to create Click to Messenger Lead Gen (CTMLG) ads through the Marketing API is discontinued, though Ads Manager creation remains available.

As part of our 2-year deprecation schedule for Platform SDKs, please note the upcoming deprecations and sunsets:

• Jan 2026: Facebook Platform SDK v18.0 or below will be deprecated.

API Version Deprecations:

As part of Facebook’s versioning schedule for Graph API and Marketing API, please note the upcoming deprecations:

Graph API

• January 26, 2026: Graph API v.18 will be deprecated and removed from the platform
• May 21, 2026: Graph API v.19 will be deprecated and removed from the platform

To avoid disruption to business, we recommend migrating all calls to the latest API version that launched today.