The new GAPI/MAPI changes for V24 introduce several significant updates. A notable addition is the Content Monetization Earnings metric for Creators. Starting September 1, 2025, the media_type_automation field for Advantage+ catalog ads will default to OPT_IN, aligning with Ads Manager settings. This change enhances creative liquidity and optimizes the use of Catalog Product Video (CPV) assets. Developers must update their API integrations before the launch date to opt out of dynamic media, with full enforcement by October 20, 2025.
Impacted Endpoints
The following endpoints will be affected:
act_<AD_ACCOUNT_ID>/adcreativesact_<AD_ACCOUNT_ID>/ads
Marketing API Updates
Lookalike Audience Creation
From January 6, 2026, the lookalike_spec field will be mandatory for creating new lookalike audiences, requiring adherence to specified types.
Website Destination Optimization
Optimizing website destinations allows dynamic selection of landing pages based on user intent. Key updates include:
- Setting up website destination optimization in ad creatives.
- Updated endpoints:
POST /act_{ad_account_id}/adcreativeGET /{ad-creative-id}/?fields=destination_spec
Limited Spend on Placements
Graph API v24.0 introduces a feature allowing up to 5% of spend on excluded placements during campaign creation, enhancing performance for Sales and Leads objectives. The new placement_soft_opt_out parameter will facilitate this.
Breaking Changes
WhatsApp Templates Pagination
A new error code will be introduced for outdated pagination cursors in the GET /
Upsert Product Items
Starting with v24.0, users can Upsert product items using the allow_upsert parameter, enabling both updates and new creations.
Detailed Targeting Interest Options
Beginning October 8, 2025, certain detailed targeting interest options will be consolidated, impacting the creation of new campaigns. Existing campaigns can continue to run until January 6, 2026, after which affected options will be unavailable.
Daily Budget Flexibility
Meta Ads Manager accounts will see increased daily budget flexibility, allowing up to 75% over the daily budget on certain days, while maintaining a weekly cap of 7 times the daily budget.
Ad Set Budget Sharing
Ad set budget sharing will allow up to 20% of an ad set’s budget to be shared with other ad sets in the same campaign, enhancing performance without using campaign budget optimization.
Embedded Signup and Items Batch API
Embedded signup v4 will streamline onboarding for multiple Meta Business Messaging and advertising APIs. A new 30 MB limit on request size for the Items Batch API will be enforced to prevent errors from large requests.
Custom Audience and Conversion Updates
Starting September 2, 2025, stricter restrictions will be applied to custom audiences and conversions containing sensitive information. API users must ensure compliance to avoid issues with ad campaigns.
Deprecations and Breaking Changes
- The Facebook video feeds ad placement will be discontinued in v24.0.
- The Click to Messenger Lead Gen Ads feature will be deprecated for the Marketing API.
- The overlay_url field in the Live Video API will be removed.
- The conversation object from message status webhooks will be deprecated.
Upcoming MAPI Deprecation
Advantage Shopping Campaigns (ASC) and Advantage App Campaign (AAC) APIs will be deprecated in MAPI v25.0, with migration options to Advantage+ available starting October 8, 2025.
Meta Business SDKs v24 Release
The Meta Business SDK v24 will include dependency upgrades and new features, with major changes regarding dynamic media defaults and budget flexibility. Upcoming API version deprecations are also noted, with recommendations to migrate to the latest versions to avoid disruptions.
