Meta Marketing API v27: Product showcase can switch on by default, device expansion default for Sales ad sets

Meta released Graph API v27.0 and Marketing API v27.0 on 4 November 2026, and two of the changes flip ad settings on by default for anything built through the API. From v27.0, Meta may switch on Product showcase for new ads whose creatives carry no Product showcase settings, and new eligible Sales ad sets that target specific mobile devices or operating systems get "Reach more people across other mobile devices" turned on unless the integration sets device to 0. The same release rejects location fields in lookalike audience specs and stops the /{catalog-id}/batch endpoint from working on v27.0.

The details come from the release post on the Meta for Developers blog, written by Ayyad Farah and Manjari Jain, which you can read in full on the Meta for Developers blog. Everything below is drawn from that post. Where the post is silent, this article says so.

What changed in Marketing API and Graph API v27.0

Meta's post mixes new capabilities, staged defaults and hard breaks. The table below lines up the main changes against the timing Meta gave for each one.

Most of this matters to anyone whose campaigns are created by software rather than by hand in Ads Manager: in-house scripts, buying platforms, catalog and feed tools, and the partner apps many ecommerce stores plug into Meta. The post describes the API only. It does not say whether the same defaults apply to campaigns built in Ads Manager.

Product showcase can now switch itself on

Starting in v27.0, Meta says it may turn on Product showcase, which the API calls product_extensions, when an advertiser creates ads whose creatives have no Product showcase settings. Meta limits this to cases where it "has high confidence that a specific product set in your catalog matches the ad." When that happens, the ad can show closely matched products from the advertiser's catalog without any extra integration work.

Meta's summary describes Product showcase as "an optional feature." That is accurate in the sense that an opt-out exists. On v27.0, though, an ad created without any Product showcase setting is now eligible for it by default. To keep the old behaviour, the integration has to set degrees_of_freedom_spec.creative_features_spec.product_extensions.enroll_status to OPT_OUT in the creative features spec. Meta's example adds an action_metadata object with type MANUAL alongside the enroll_status value.

Meta names two representative endpoints that are affected: POST /{ad-account-id}/ads, which creates ads, and POST /{ad-account-id}/adcreatives, which creates ad creatives. The post also links to a page for previewing the product set Meta may use. Versions before v27.0 do not change, and unlike the device and lookalike changes, Meta gives no date for this default reaching older versions.

Why this one needs attention

A brand that sells through a catalog but runs some ads purely for awareness, a single hero product or a promotion may not want catalog items attached to those creatives. Under v27.0, staying silent is no longer the same as saying no. The post does not define "high confidence", does not list where Product showcase appears, and gives no performance figures, so the only firm control is the explicit opt-out.

Device expansion becomes the default for Sales ad sets

The second default is about delivery. From v27.0, new eligible Sales ad sets that target specific mobile devices or operating systems have "Reach more people across other mobile devices" turned on when targeting.targeting_automation.individual_setting.device is omitted. Meta can then deliver ads to people on other mobile devices and operating systems "when that is likely to improve performance."

To keep delivery inside the devices and operating systems in the targeting, set device to 0. Meta lists three limits on the change:

• Existing ad sets are not changed.
• The setting is unavailable for the Mobile App conversion location.
• The setting is unavailable for Special Ad Categories.

The timing is staged. On v27.0 the default applies from the 4 November launch. Meta says it reaches new eligible ad sets on all versions about 90 days after launch, which the summary gives as February 2027, with the exact date still to be confirmed. That second step matters most: an integration that never upgrades past v26.0 will still pick up the new default early next year, because the field it never sent will then mean "expand".

Who should care

Device and operating system targeting is usually a deliberate choice. A brand might target only iOS because its checkout or app experience is built for it, or only newer Android devices because of a payment method. For Sales campaigns built through the API with that kind of constraint, the safe step is to send device = 0 explicitly now rather than wait for February. Meta does not define "eligible" beyond the exclusions above and does not describe a reporting breakdown that would show how much delivery moved to other devices.

Lookalike audiences: location fields are rejected

From Marketing API v27.0, POST /act_{ad-account-id}/customaudiences rejects any lookalike_spec that contains country or location_spec. Meta says no replacement field is needed, because these fields have no effect: lookalike audiences deliver to the locations selected in the audiences of the ad sets that target them. The fix is to remove both fields.

Only new audience creation is affected. Meta says existing lookalike audiences, and the ads targeting them, keep running unchanged. The rejection applies on v27.0 from 4 November 2026 and on all remaining versions about 90 days later, with the date to be confirmed.

For a Thai advertiser, the practical meaning is simple. A lookalike seeded from a Thai customer list is not pinned to Thailand by the audience itself. The location that counts is the one set on the ad set. Any tool that still sends a country code inside the lookalike request will see that request fail on v27.0 now, and on every version once the 90-day window closes.

Catalog batch endpoint stops on v27.0

The /{catalog-id}/batch endpoint is deprecated, and Meta tells applications to use /{catalog-id}/items_batch instead. The post says this affects advertiser businesses and agencies integrating with the Catalog API, and that applications may break if they do not update their code. On v27.0, /batch no longer works. It continues to work on v26.0 and earlier until support for v26.0 is dropped. Meta links a migration guide from the post.

This is the change most likely to cause errors rather than quiet behaviour shifts. A product feed tool that upgrades its API version without moving to items_batch would stop updating catalog items, which in turn affects catalog ads and anything that relies on current prices and stock.

Graph API changes: legacy features, AI disclosure and a retired video metric

Starting 4 November 2026, new apps cannot use six legacy Graph API features, and existing apps cannot introduce new use cases for them. This applies across all Graph API versions. The six are multi-ID requests (ids), date/time formatting (date_format), HTTP method override (method), field aliases (.as(...)), JSONP callbacks (callback) and asynchronous batch requests (asyncbatch). Multi-ID requests and date/time formatting were already deprecated in v26.0. The remaining features will be deprecated in v28.0 and will not be supported for v28.0 requests, including from apps already using them. Existing apps can keep their current use on supported older versions.

From v27.0, apps can add or remove a Page post's AI-generated self-disclosure while editing the post. The POST /{post-id} and POST /{page-post-id} endpoints accept an optional Boolean is_ai_generated parameter: true adds the disclosure, false clears it, and leaving it out keeps the existing value. Older versions are unchanged.

The total_video_consumption_rate video insights metric is being retired. Meta says its inputs, 3-second video viewers and video Reach, were deprecated with v26.0 after being announced with v25.0. From early November 2026 the metric is no longer returned on any Graph API version, and there is no direct replacement. The affected endpoint is GET /{video-id}/video_insights. Dashboards and reports that pull this metric should drop it now.

Business SDK v27 and lead form verification

Meta says the Meta Business SDK v27 release will follow shortly after Graph API v27. In that release, lead forms gain phone OTP verification options through phone_otp_verification_type, which supports required, optional or disabled verification. Optional verification is available only to eligible ad accounts. The SDK release also deprecates meta_moment_maker_spec for third-party apps, and developers requesting Ads Burst or Ads Super Burst inventory are told to use product_type on reach and frequency predictions instead.

Version retirement dates

Graph API v21.0 will be deprecated and removed from the platform on 21 January 2027, and v22.0 on 20 May 2027. On the SDK side, Facebook Platform SDK v21.0 is deprecated in January 2027 and v22.0 in May 2027. Meta's advice is to migrate all calls to the latest API version.

What Meta's post does not say

Several questions an advertiser would ask are not answered in the release post:

• How "high confidence" is measured for a Product showcase match, or where Product showcase appears.
• How an advertiser reading a creative back through the API learns that Meta switched Product showcase on.
• Any figures on how much delivery moves to other devices when the device setting is on.
• Whether the same defaults apply to campaigns built manually in Ads Manager.
• The exact dates for the 90-day follow-on changes.
• Anything specific to Thailand or Southeast Asia. The post does not mention any countries or country carve-outs.

What to check in your own setup

The checks below follow directly from the changes Meta listed. None of them require a v27 upgrade to start.

1. Find out which Marketing API version your tools call. If a vendor manages it, ask them when they move to v27.0 and how they handle the new defaults.
2. For ads where catalog products would be off-message, confirm the tool sends product_extensions.enroll_status = OPT_OUT.
3. For Sales ad sets that target specific devices or operating systems on purpose, confirm the tool sends device = 0. Do this before the all-versions date in February 2027.
4. Remove country and location_spec from any lookalike creation request and set location on the ad set instead.
5. Confirm your catalog or feed tool uses /{catalog-id}/items_batch, not /batch.
6. Drop total_video_consumption_rate from video reporting and plan for apps still on Graph API v21.0 before 21 January 2027.

If your campaigns run on Meta through a partner, the questions above are worth putting to that partner in writing. A Facebook ads management review should include which API version the tools use and which defaults they set explicitly.

What this means for Thai marketers

Meta's post gives no Thailand-specific detail, so the impact depends on how campaigns are built rather than where they run. Thai brands that create ads only by hand in Ads Manager are not directly covered by this post, since it describes the API. Brands that use a third-party buying tool, a catalog or feed app connected to their online store, or in-house scripts are covered, because those tools talk to the Marketing API.

For catalog-led retailers, the Product showcase default may add products to ads that were not built as catalog ads. That can suit a store with a broad catalog. It suits a brand running a single-product launch or a campaign around a 11.11 or 12.12 promotion less well, where the creative is meant to carry one message. The opt-out is the control. Pairing the API settings with the store's ecommerce marketing plan keeps the catalog in the ads that should carry it.

For advertisers who restrict Sales campaigns to particular phones or operating systems, the February 2027 change to all versions is the date to plan around. After it, an integration that leaves the device field blank will allow expansion regardless of version.

Frequently asked questions

Does Marketing API v27.0 add catalog products to my ads automatically?

It can: from v27.0, Meta may turn on Product showcase for new ads whose creatives have no Product showcase settings when it has high confidence a catalog product set matches. You can opt out by setting product_extensions.enroll_status to OPT_OUT in the creative features spec. Versions before v27.0 do not change.

How do I stop device expansion on new Sales ad sets?

Set targeting.targeting_automation.individual_setting.device to 0. If the field is omitted on an eligible new Sales ad set that targets specific devices or operating systems, Meta turns the expansion on, on v27.0 now and on all versions about 90 days after launch.

Will my existing lookalike audiences stop working?

No, Meta says existing lookalike audiences and the ads targeting them keep running unchanged. Only new creation requests that include country or location_spec in lookalike_spec are rejected.

Do these changes apply in Thailand?

Meta's post does not mention Thailand or list any country exceptions; it describes the changes by API version, not by market. The post does not say whether the same defaults apply to ads built manually in Ads Manager.

When is Graph API v21.0 removed?

Meta says Graph API v21.0 will be deprecated and removed on 21 January 2027, and v22.0 on 20 May 2027.

Relevant Audience helps Thai brands audit how their Meta campaigns are built, including which settings their tools apply by default. If you want a second look before the February 2027 changes reach every version, our Facebook ads team can review your setup.