Agency Program Evolution
Meta is evolving the agency program to make it simpler and built for the future — consolidating tools into a single new destination, Partner , with a streamlined qualification model.
Note: You must have full control of your agency's business portfolio to enroll the agency in Partner. Learn about business portfolio permissions
Upcoming Changes
Starting October 1, 2026, agency benefits like Ad Rewards and test recommendations will be delivered via Meta Performance Drivers for agencies in a new streamlined experience: Partner
1
Access to Meta Business Partners benefits for agencies via partner center and Partner Center will sunset on September 30, 2026. Partners will need to enroll in the new Partner to receive benefits after this date.
2
As part of the launch of Partner, the Meta Business Partners badge for agencies will sunset on December 31, 2026, and agencies must remove the badge from collateral before this date.
3
Agencies are encouraged to become a Meta Certified Company to demonstrate their expertise (eligible agencies will receive certification vouchers to offset costs).
Action Steps
How and when to Become a Partner — the new destination for program benefits.
Before September 30, 2026
Agencies should Become a Partner to prepare for agency benefits in Meta Performance Drivers in Q4 2026 (if eligible).
Only individuals with full control of the agency's business portfolio can enroll the agency in Partner.
The enrollment process has been streamlined — applicants will accept terms and conditions, complete business verification, and self-attest.
Starting October 1, 2026
After enrolling in Partner, we will determine if your agency is eligible for benefits.
Eligible agencies will then be able to access benefits such as Ad Rewards, test recommendations, Meta Certification vouchers, and support in Partner.
You can Become a Partner at any time. We recommend enrolling before October 1, 2026, to avoid disruption to your benefits access in Q4 2026.
Why Enroll
If enrolled and eligible, agencies can access benefits to drive client performance.
Ad Rewards
Support clients with ad credits that can be used to pay for Meta ads, encouraging them to adopt new ad products, increase investment, and drive campaign performance.
Test Recommendations
Access standardized tests to drive experimentation and performance based on proven strategies.
Meta Certification Vouchers
Receive 10 vouchers per business portfolio per calendar year to cover certification exam costs. Additionally, eligible agencies that enroll now will receive 2 extra vouchers to help their agency become a Meta Certified Company.
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Support
All enrolled agencies receive programmatic and operational support. Additionally, we provide API technical support to eligible agencies to guide them in integrating Meta APIs.
About Eligibility: Agencies currently eligible for benefits from Badged Meta Business Partners are expected to be eligible for similar benefits in Partner.
Get Help
Let us help you transition to Partner.
You can receive support through partner center or through your Meta account manager.
Frequently Asked Questions
Frequently asked questions about program changes and eligibility. View all Program FAQs
Program Changes
Agency specializations and badges within the Meta Business Partners program are sunsetting. Agencies will transition from Partner Center to Partner to receive benefits in a simpler way.
- Access to Meta Business Partners benefits for agencies via partner center and Partner Center will sunset on September 30, 2026 — partners need to enroll in the new Partner to access benefits after this date.
- The Meta Business Partners badge for agency partners will sunset on December 31, 2026. Agencies need to remove the badge from collateral and their websites before this date.
Meta is reshaping third-party programs and incentives to better reflect market evolution. In support of this effort, we are introducing a more agile program ecosystem centered on Meta Performance Drivers and demonstrated expertise through becoming a Meta Certified Company, tying recognition directly to performance and proficiency while removing unnecessary complexity for partners and Meta.
* Only individuals with full control of the agency's business portfolio can enroll the agency in Partner. Learn about business portfolio and business asset permissions.
The legacy Meta Business Partners badge for agency partners will sunset on December 31, 2026. The badge may continue to appear on agency collateral (e.g., agency websites) through the end of 2026.
Select other partner badges will soon be available for agencies looking to differentiate themselves in specific competency areas.
We encourage agencies to become a Meta Certified Company as a clear indicator of their expertise.
The certification program features a streamlined, automated application process — applicants use account IDs linked to their business portfolio to automatically verify eligibility without manual data entry. The system checks active certifications and account activity to determine eligibility.*
Available company certifications (requirements vary by certification) include:
- Certified Media Company
- Certified Marketing Science Company
- Certified Creative Strategy Company
- Certified Community Management Company
- WhatsApp for Business Certified Technical Company
- Business Messaging Certified Strategy Company
Certified companies also receive a recognition trophy. Learn more
* For individual certifications to count toward an agency's Certified Company status, your Facebook login account must be linked to your company's business portfolio before earning certification, and it must be the same business portfolio used to apply for Certified Company.
Eligibility and Enrollment
Agencies will enroll via Partner. The enrollment process is designed to be as seamless as possible. If your agency has already completed Business Manager Verification, this process will be fast and all-inclusive.
To enroll, you need to:
- Accept Terms and Conditions
- Complete standard business verification
- Complete the self-attestation of compliance
* Only individuals with full control of the agency's business portfolio can enroll the agency in Partner.
After enrolling in Partner, agencies may qualify for two types of benefits:
- Benefits that support your clients (Ad Rewards and test recommendations) are available to enrolled agencies that have completed Business Manager Verification and Self-Attestation of Compliance. Enrollment does not guarantee benefits — eligibility is determined at the ad account level.
- Benefits that support your agency (training programs, Meta Certification exam vouchers, and support) are available to agencies that demonstrate sustained performance over time through qualification tiers. Tiers will be visible in Partner after the agency enrolls.
Note: Becoming a Meta Certified Company is not required but recommended, demonstrating that your agency team has proven the latest skills and proficiency across Meta platforms.
Agencies that do not meet the enrollment criteria can still advertise across Meta platforms. They will not have access to enrolled partner benefits (Ad Rewards, test recommendations, Meta Certification vouchers, or dedicated support), but can work towards meeting the eligibility criteria.
All agencies can access agency-specific resources, regardless of enrollment status, in the Agency Success Center.
Benefits
Yes. Ad Rewards will continue for enrolled, eligible partners. Ad Rewards will remain available in partner center through Q3 (September 30, 2026). These tools will be available in Partner starting in Q4 2026. Become a Partner now to avoid losing access to Ad Rewards in Q4.
Yes. Test recommendations will continue to be available for eligible, enrolled partners with a Meta account manager. You can still access test recommendations through your Meta account manager through September 30, 2026. These tools will be available in Partner starting October 1, 2026. Become a Partner now to avoid losing access to test recommendations in Q4.
Enrolled partners eligible for Meta Certification vouchers will continue to have access to vouchers in Q4 after enrolling in Partner (if your agency had access to vouchers in Q3 2026, you will likely be eligible for additional vouchers).
Additionally, all enrolled agency partners will continue to have access to study guides and certification prep through Meta Blueprint Business Training.
Eligible, enrolled partners will continue to receive dedicated support. We will continue to offer support via Meta Business Partners center through Q3 2026. Support will be provided in Partner starting October 1, 2026 (Q4). Become a Partner now to avoid disruption to support resources.
Both programs continue as part of Meta's ongoing investment in the agency ecosystem. Program investment is significantly increasing year over year — Meta is investing more, not less.
Meta Certification
No. Certification is an additional existing recognition pathway, not a replacement for badges. It is one of several ways for agencies to differentiate themselves and demonstrate their level of expertise. To learn more about getting certified, visit Meta Blueprint Business Training.
No. Agencies are encouraged to get certified, but it is not a mandatory requirement to enroll. To learn more about getting certified, visit Meta Blueprint Business Training.
Tools
You can still use Partner Center during the transition period. Multi-capability partners will use both Partner Center and Partner until the transition is fully complete (September 2027).
We are launching a new external directory of Meta Certified Companies to highlight agencies that have achieved Meta Certified Company status. This provides certified agencies with a dedicated, public space to showcase their Meta expertise.
Other Resources for Agencies
Training
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Support
Access essential support and resources for ad agencies managing advertising campaigns across Facebook and Instagram.
Insights & Resources
Explore best practices for agencies, from agency guides and client insights to industry solutions and AI for agencies.
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