What's new in Meta's Marketing API v27.0 for lead forms, lookalikes and Sales ad sets, and what do B2B advertisers need to change?

As of November 2026.

What changed

Meta's v27.0 changelog and its November 4 launch post list these changes. Most apply only to calls made on v27.0 for now. The lookalike and device expansion changes will apply to every version "approximately 90 days after the v27.0 launch, date to be confirmed." The meta_moment_maker_spec change follows on every version when v26.0 expires, and the video metric change already applies to all versions. For what Meta removed with v26.0, see what Meta removed from the Marketing API on October 27, 2026.

	Before (v26.0 and older)	Now (v27.0)
Phone verification on lead forms	On or off, through `is_phone_sms_verify_enabled`	New field `phone_otp_verification_type`: `NOT_ENABLED`, `OTP_REQUIRED` or `OTP_OPTIONAL`. Only eligible ad accounts can use `OTP_OPTIONAL`, and the request must include that account's `ad_account_id`. The old field still works when you leave the new one out
Lookalike location	`lookalike_spec.country` or `lookalike_spec.location_spec` set where Meta finds lookalike people	Requests with either field "are rejected immediately." New lookalikes "deliver to the locations selected in your ad sets' audiences." Existing lookalikes keep delivering
Reach more people across other mobile devices on Sales ad sets	Meta says it is "now turned on," which implies it was off when you left the setting out	On by default for new eligible Sales ad sets that don't set `device`. Set `device` to `0` to opt out. Existing ad sets don't change
Product showcase	Meta says it "may now" turn it on, which implies it stayed off unless you set it	Meta may turn it on for a creative with no Product showcase settings, but only when it has "high confidence" that a product set in your catalog matches the ad. It never picks the All Products set
Catalog Batch API	`POST /{catalog-id}/batch`	Deprecated. Use the Catalog Items Batch API (`/items_batch`)
`meta_moment_maker_spec` (Ads Burst inventory)	Readable and settable on ad sets	Not returned, and ad set requests that include it get a version error. Use `product_type` on reach and frequency predictions
`total_video_consumption_rate` (video insights)	Returned	No longer returned on any Graph API version from early November 2026. No replacement
AI-generated label on Page posts	Couldn't be changed when editing a post through the API	`is_ai_generated` adds or clears it when you edit a post

Can Instant Forms make phone verification optional now?

Through the API on v27.0, yes, but only for eligible ad accounts. Meta doesn't say which accounts are eligible. Its changelog also doesn't say what the optional check looks like to the person filling in the form, or how a lead that skipped it is marked.

Meta's Ads Manager help doesn't show it yet. Its article still describes only an on/off checkbox, such as Require SMS verification to submit form, and says people "must enter the one-time password and verify to submit the form." It adds that the feature "may be enabled by default for eligible advertisers." It doesn't mention an optional mode.

For B2B forms, required verification is the one that keeps fake and mistyped numbers out. If people can skip an optional code, it filters less. We'd keep forms on OTP_REQUIRED until Meta documents what optional does. For the trade-offs of required verification, see why Meta leads say they never filled out your form.

Tools that read forms need one change: Meta says apps reading older forms "must tolerate null" in the new field when no policy was stored.

Why does Meta's API now reject the country on my lookalike?

Because v27.0 stops accepting country and location_spec inside lookalike_spec. The API now works the way Ads Manager already does. Meta's help article on creating a lookalike says: "You no longer select audience location when creating a lookalike. We'll use the ad set's location settings to find people similar to your source audience."

What still works:

Lookalikes you already have. Meta says they "are unchanged and keep delivering," and so do the ad sets that use them. GET requests still return country for audiences that have one.
Older API versions, for now. They accept the fields until the 90-day window closes. Then every version rejects them.

One conflict to know about. Meta's Lookalike Audiences developer guide, read on November 5, 2026, still marks country or location_spec as required, and its examples send "country":"US" to v27.0. An older note on the same page says the removal "is currently delayed" and that the fields "will be ignored." The changelog says those requests are rejected. Follow the changelog.

For B2B, the location now lives in one place: the ad set. A lookalike of your closed-won customers will find people wherever that ad set targets. Building one from a CRM list is covered in how to build a Meta lookalike from closed-won customers.

Who it affects

Marketing ops teams and vendors that create lead forms by API. Form builders and lead sync tools need to read and set the new field.
Audience tools and scripts that build lookalikes. Anything that sends a country when creating a lookalike fails on v27.0 now, and on every version in about 90 days. This includes CRM-to-Meta audience syncs that create lookalikes.
Sales campaigns that target specific mobile devices or operating systems. An ad set is eligible for the device default only if it's in a Sales campaign that doesn't use the Mobile App conversion location, and its targeting includes user_device or user_os. Meta doesn't list Leads campaigns. The setting isn't available in Special Ad Categories.
Advertisers with a product catalog. Meta matches Product showcase against product sets in your catalog. Most B2B lead gen accounts don't have one.
Reporting connectors that pull total_video_consumption_rate for Page videos.

You can mostly ignore v27.0 if you work only in Ads Manager and run Leads campaigns without a catalog. Meta's changelog covers API calls. It doesn't say whether Ads Manager changes for device expansion or Product showcase.

What to do now

Ask each vendor which Marketing API version it calls and whether it has removed the country from lookalike requests. Meta's versioning guide now says "The current version of the Marketing API is v27.0," and it supports the previous version for at least 90 days.
Search your own scripts for lookalike_spec with country or location_spec. Remove them and set locations on the ad sets instead.
Check the locations on ad sets that use new lookalikes. That's now the only place the lookalike's location comes from.
Update lead form code to read phone_otp_verification_type and handle null. Keep B2B forms on OTP_REQUIRED unless you have a reason to test optional.
If you run Sales ad sets with device targeting, set device to 0 where delivery must stay on those devices.
If you have a catalog, preview the product set Meta might pick with GET /{ad-account-id}/product_extensions/catalog_suggestions_preview, or opt out with product_extensions.enroll_status set to OPT_OUT. Meta says the setting stays on the creative, so later ads that reuse it get Product showcase too.
Remove total_video_consumption_rate from any video report.
Move Graph API calls off v21.0 before January 21, 2027. Lead and Page tools often use the Graph API.

Dates to watch

Date	What happens
November 4, 2026	Graph API and Marketing API v27.0 released. The changes above apply to v27.0 calls
Early November 2026	`total_video_consumption_rate` stops returning data on all versions
January 21, 2027	Graph API v21.0 removed
About February 2027 (date to be confirmed)	The lookalike location fields are rejected and the device expansion default applies on all versions. Meta's blog post names February 2027 only for the device change. By our count, 90 days after launch is February 2
May 20, 2027	Graph API v22.0 removed
When v26.0 expires (date to be confirmed)	The `meta_moment_maker_spec` change applies to all versions

Sources (6)

Graph API and Marketing API v27.0 changelog (Meta for Developers), checked November 5, 2026
Introducing Graph API v27.0 and Marketing API v27.0 (Meta for Developers blog, November 4, 2026), checked November 5, 2026
Marketing API versioning (Meta for Developers), checked November 5, 2026
Lookalike Audiences (Meta for Developers), checked November 5, 2026
Create a lookalike audience (Meta Business Help Center), checked November 5, 2026
Enable the SMS verification feature to help improve lead quality (Meta Business Help Center), checked November 5, 2026