Meta expands advertiser verification for Thailand campaigns

Meta announced on October 27, 2025, that it will expand verification and transparency requirements for advertisers whose campaigns reach audiences in Thailand. The new policy affects advertisers who meet specific risk criteria and includes both regional and global campaigns that deliver to Thai users.

According to the announcement, impacted advertisers must verify the individuals or organizations that benefit from and pay for their advertisements. After successful verification, advertisers will need to designate the beneficiary and payer information, which will appear in the "Ad info" section of each ad and in the Ad Library.

The company stated that affected advertisers will receive notifications via email and through advertising tools including Ads Manager and Meta Business Suite. Once notified, advertisers have a seven-day window to complete the verification process. "If you do not successfully verify before the indicated deadline, you will not be able to deliver ads to users in Thailand," the announcement warned.

Verification requirements and process

Meta will evaluate advertisers based on several factors to determine who must complete the verification process. According to the Business Help Centre documentation, eligibility considers whether advertisers have a history of account activity that does not adhere to platform rules, promote ads susceptible to harm, or deliver ads to countries whose laws require verification.

The verification process requires advertisers to provide information about both the beneficiary and payer of their advertisements. Meta defines the beneficiary as "the person or organisation (individual or business entity) who designs, produces and publishes advertisements themselves or through others to promote goods or services." The payer is identified as "the person or organisation that pays for the ads."

Advertisers using the Marketing API will need to complete verification directly through supported advertising tools. The verification process varies depending on whether the beneficiary or payer is an individual or an organization.

For individual verification, the process requires submitting a photo ID. Advertisers must indicate the country that issued the ID, specify the type of identification being uploaded, and submit a photo of the document. If the person completing verification is not the beneficiary or payer, that individual must be informed to complete the verification process themselves.

Organization verification follows a more complex procedure. Advertisers can select a previously verified organization or start new verification by indicating the business country. The system requires providing organization details including name, street address, phone number, and optionally a website. Meta recommends including website information to improve the platform's ability to identify organizations with trusted data providers.

Verification methods and documentation

When Meta finds a matching record for an organization, advertisers can choose the option that most closely matches or try a different method. If no record exists, advertisers must upload official business documents such as certificates of incorporation or business licenses. These documents must contain information matching the provided organization details, including legal name, phone number, and address.

Meta offers five verification methods to confirm connection to an organization: email, phone call, text message, WhatsApp, and identity verification. Email verification requires that the email address domain matches the website's domain. Phone-based methods require contactable numbers and may not work with automated systems. The identity verification option becomes available only when a matching record includes a stakeholder's name.

Meta reviews submitted information and provides an updated status within two working days. The platform uses three status indicators: "In review" means information is under review, "Verification successful" allows advertisers to use verified information for ads, and "Needs more information" or "Verification unsuccessful" requires resubmitting compliant information.

Designation and disclosure procedures

After successful verification, advertisers must designate the beneficiary and payer for ads delivering to Thailand. This can be accomplished through two methods: setting a default in advertising settings or designating during ad creation.

The default beneficiary and payer option in Advertising settings allows advertisers to auto-fill information when creating new ad sets. This feature is available only through Ads Manager on desktop devices. Advertisers access this through Advertising settings, then Default beneficiary and payer, and select the applicable country where they deliver ads.

For advertisers requiring flexibility, designation during ad creation provides control over information disclosed with each ad. When creating ads targeting audiences in Taiwan, Singapore, Australia for financial services, India for securities and investments, Asia, or worldwide, advertisers select verified persons or organizations as beneficiaries and payers from dropdown lists. If payer information differs from the beneficiary, advertisers can select distinct payers.

Marketing API advertisers must use specific parameters for ad sets delivering to Thai audiences. The "regional_regulated_categories" parameter identifies relevant regional regulations, while "regional_regulation_identities" specifies payer and beneficiary pages or businesses for ads.

Market context and platform patterns

Thailand represents the latest market where Meta has implemented advertiser transparency measures. The company has gradually expanded similar requirements across multiple regions, reflecting both internal safety initiatives and compliance with local regulations.

The announcement notes that advertisers not currently required to complete verification may choose to verify proactively, though they may not immediately be eligible to disclose verified beneficiary and payer information with their ads.

For advertisers running financial services ads to Australia, the platform adds a "Paid for by" disclaimer listing the ad payer. India requires advertisers running securities and investment ads to verify Securities and Exchange Board of India registration information unless otherwise exempt.

Taiwan law requires permissions or licenses from relevant authorities for advertisements promoting certain products or services. Authorisation information refers to legally required permission or license numbers obtained for advertisements.

The platform's approach to verification reflects broader industry trends toward advertising transparency. Meta considers factors including account history, ad content susceptibility to harm, and jurisdictional requirements when determining verification eligibility.

Advertisers can edit multiple ads simultaneously with beneficiary and payer information through Ads Manager. The platform automatically shares verified information with related ad accounts where users have admin or advertiser permissions.

Meta emphasized that advertisers should consult legal counsel to determine whether license information is required for the ads they intend to run. If neither the beneficiary nor payer requires a license relevant to promoted goods and services, advertisers may skip the license information step.

The company recommends that advertisers start the verification process immediately to avoid disruption or last-minute tasks that may impact campaigns. Once the seven-day deadline passes without successful verification, the platform will prevent ad delivery to Thai users.

Why this matters for marketers

Thailand joins a growing list of markets where Meta enforces stricter advertiser verification and transparency requirements. The platform has systematically implemented similar policies across Asia-Pacific markets, responding to regulatory pressures and safety concerns.

For advertisers operating global campaigns, the expansion means additional compliance requirements even if Thailand is not a primary target market. Campaigns set to reach audiences in Asia or worldwide automatically trigger verification requirements if advertisers meet Meta's risk criteria.

The seven-day deadline creates operational urgency for affected accounts. Advertisers must gather appropriate documentation, coordinate with relevant stakeholders, and complete technical implementation within a tight timeframe. Failure to meet the deadline results in immediate loss of access to Thai audiences.

The policy demonstrates how platform safety measures and regulatory compliance increasingly shape campaign operations. Advertisers must now navigate varying requirements across markets, with specific documentation and disclosure standards for different regions.

Timeline

October 27, 2025: Meta announces verification and transparency requirements for select advertisers delivering ads to Thailand

Seven days after notification: Deadline for affected advertisers to complete verification process or lose ability to deliver ads to Thai users

Two working days: Standard review period for Meta to evaluate verification submissions

June 26, 2025: Meta introduces verification requirements for advertisers targeting users in India with securities and investments ads

Earlier 2025: Meta expands verification requirements to multiple Asian markets

Ongoing: Platform implements progressive verification measures across global markets

Summary

Who: Meta is implementing these requirements for select advertisers whose campaigns reach Thai audiences and who meet the company's risk criteria. Marketing API advertisers must complete verification through supported advertising tools.

What: Advertisers must verify the individuals or organizations that benefit from and pay for their advertisements. After verification, they must designate this information, which will appear in the Ad info section of ads and in the Ad Library. The process involves submitting identification documents or business records, selecting verification methods, and designating beneficiaries and payers either as defaults or during ad creation.

When: Meta announced the policy on October 27, 2025. Affected advertisers receive seven days from notification to complete verification. Meta reviews submissions within two working days.

Where: The requirements apply to ads reaching audiences in Thailand, including both regional campaigns and global campaigns that deliver to Thai users. The policy extends to advertisers targeting audiences in Taiwan, Singapore, Australia for financial services, India for securities and investments, Asia, or worldwide.

Why: Meta states the expansion is part of ongoing efforts to maintain high standards of platform safety and to comply with local guidelines in Thailand. The policy addresses advertisers who have account activity not adhering to platform rules, promote ads susceptible to harm, or deliver ads to countries requiring verification under local laws.