Meta’s outage that WhatsApp, Instagram and Facebook experienced had left many businesses unable to use the platforms, but it seems to be resolved. The issue lasted a few hours and was reported by people globally. Meta confirmed the disruption was caused by a technical issue, though the company did not share specific details.
Later in the evening, Meta announced that services were nearly back to normal, thanking users for their patience. Short apologies were also posted on platforms like X (formerly Twitter).
This is not the first time Meta has faced such disruptions. A six-hour outage in 2021 left billions unable to access its platforms, raising questions about reliability and preparedness for technical faults.
How Exactly Were Users Affected Globally?
Reports of disruptions came from the United States, the UK, Europe, Asia, and beyond. In the US, Downdetector logged over 100,000 complaints about Facebook and 70,000 about Instagram. WhatsApp saw more than 12,000 cases. Many users reported error messages or blank feeds.
People turned to alternative platforms like Twitter to voice their frustrations or check for updates. Businesses relying on Meta’s services for customer engagement and marketing also faced setbacks, with delays in responding to customers or running campaigns.
For individuals, the outage disrupted communication and left many unable to access essential tools for personal or professional use. It was a stark reminder of how embedded these platforms have become in everyday life.
How Did The Outage Impact Businesses?
Businesses have gathered to share the after effects of the outage. These social platforms are necessary for businesses to connect with their customers, and so it is worth knowing what an outage does to disrupt this mode of communication…
Our Experts:
- Leona Burton, CEO, Mums in Business International
- Rob Jardine, Chief Marketing Officer, ITRS
- Gary Warner, Marketing Manager, Joloda Hydraroll
- Simon Elliott, Founder and Operations Director, CLIFTON
- Oleksii Kratko, CEO, Snov.io
- Filip Dimitrijevski, Business Development Manager, ClickVision BPO
- Natalie Crank, Director, HEIR Salon & Education
- Helen Garfield, Founder, The Creatives Desk
Leona Burton, CEO, MiB International
“As a business owner and founder of Mums in Business International, I’ve seen firsthand how reliant businesses are on social media platforms like Facebook, Instagram, and WhatsApp to communicate, sell, and connect. I also know that every time these platforms go down, it’s a stark reminder of the importance of diversifying our communication channels and a reminder that you can’t rely 100% of social media to build a business and pay your bills.
“While these outages can feel like a setback and frustrations, they also present an opportunity to reflect on strategies and are a reminder that you cannot build your busienss on rented land. I constantly remind my clients to focus on building email lists, updating there websites, and exploring alternative platforms, like ZZatem, to maintain customer engagement and minimise disruptions. This is about being proactive in the way you buold your business and ensuring your audience can always find you, even when the unexpected happens.”
“Outages like this also highlight the value of real connections and being a part of strong communitues. Staying visible and engaged through networking and cross-promotions can help businesses weather these challenges and ensure you are still in touch with those who need to. Overall we all need to think beyond algorithms and social media platforms and prepare for moments when technology doesn’t go as planned and know it’s not the end of the world.”
Rob Jardine, Chief Marketing Officer, ITRS
“The reputational damage following an outage like this cannot be underestimated and risks disgruntling millions of users. Beyond the reputational damage, the financial impact of prolonged downtime can also be significant. While the issue has now been resolved, the time taken to resume operations shows that even the biggest IT estates are susceptible to lengthy periods of downtime.
“Delivering a high-quality, seamless experience for users is a vital competitive differentiator for social media companies, and this latest outage highlights the critical need for these businesses to prioritise operational resilience. Social media companies need highly proactive monitoring and security capabilities so they can see what their systems are doing in real-time and spot the spread of IT issues before they become headline news.”
Gary Warner, Marketing Manager, Joloda Hydraroll
“From our business point of view, we had multiple social media posts scheduled for yesterday, including sponsored ads in different countries. None of these were published and subsequently, content was lost and will have to be recreated. This is not only frustrating due to the wasted time but also means our campaign timings are now delayed.
“I know of other businesses that lost out on significant e-commerce sales due to Meta not running content that was planned as part of pre-christmas campaigns.”
Simon Elliott, Founder and Operations Director, CLIFTON
“The recent Meta outage serves as a stark reminder of how deeply businesses rely on platforms like Facebook, Instagram, and WhatsApp for customer engagement, marketing, and sales. For small businesses especially many of whom operate exclusively on these platforms, such disruptions can lead to immediate revenue loss, missed opportunities, and damaged customer trust.
While these tools are invaluable, over-reliance on any single platform leaves businesses vulnerable during outages. At CLIFTON, we consistently advise brands to diversify their communication and marketing strategies. Businesses should invest in owned channels such as websites, email marketing, and SMS solutions to build resilience. Outages like this highlight the importance of having a robust, multi-channel approach to ensure continuity even when disruptions occur.”
Oleksii Kratko, CEO, Snov.io.
“Of course, for those businesses that use Meta platforms as channels for their content marketing, Meta outage has a huge impact. When those apps are down, the engagement drops, which means the marketing efforts of companies who rely on those platforms go largely unnoticed. This is even more disappointing with paid campaigns on Meta platforms that in the end don’t pay off because of outages. At the same time, all of this obviously affects sales and conversions.
“Furthermore, most brands who use social media for marketing also use it for customer service and communication with consumers. So, it poses an even bigger problem because the consumers can’t get proper assistance when they need it. This, in turn, negatively affects customer experience and conversions too. Imagine an e-commerce brand, the customer service of which is handled via Whatsapp.
“A customer who in the moment of shopping has an issue or an inquiry simply cannot reach customer support. The likely outcome of this is a failed sale because the consumer is probably going to stop shopping mid-way because of an unresolved problem. And then, I’m unsure if the customer will return later to actually make the purchase because the likely scenario is that they will resort to competitors for faster experience.”
Filip Dimitrijevski, Business Development Manager, ClickVision BPO
“The number of people who saw our ad dropped when Instagram went down during one of our product launches. Instagram lets us talk to our fans in real time, so when we lost that link, we missed chances to make sales and connect with them. So, there was a clear drop in website traffic, and at that time, less money came in than was planned.
“I now understand how important it is to have more than one way to talk to people. However, it was clear that depending on just one tool can lead to issues we didn’t expect. Instagram is a big platform. After that, we worked on making a more stable plan that isn’t just based on Instagram.
“For me, it taught us how important it is to be ready for anything when we think about the Instagram break. Not only that, but you need more than one tool to run your business well.”
Natalie Crank, Director, HEIR Salon & Education
“Social media platforms like Facebook, Instagram, and WhatsApp are central to the operations of many service-based businesses, particularly in the hair and beauty industry. For smaller or independent businesses, these platforms are often the primary way to communicate with clients. Outages can significantly disrupt day-to-day operations, making it difficult to manage bookings, cancellations, or rescheduling, especially when these tasks are handled outside of normal business hours.
“Promotions and marketing efforts can also be heavily impacted. For instance, during high-sales periods such as Black Friday or the festive season, many businesses rely on social media to showcase offers and reach their audiences. For businesses without access to tools like websites, CRM systems, or email marketing platforms, these outages can be particularly challenging, highlighting the dependency on social media for visibility and client engagement.
“At HEIR Salon, we understand the pressures smaller businesses face in this regard. While platforms like Instagram and Facebook remain important tools for us, we’ve found that diversifying communication and marketing strategies can create stability. For example, salon management software, email marketing, and maintaining a strong website presence allow us to connect with our clients through multiple channels, ensuring resilience against unexpected disruptions.
“For businesses navigating this challenge, even small steps like starting an email list or exploring basic online booking tools can be a game-changer. These solutions not only reduce dependency on social platforms but also help build stronger, long-term client relationships. Social media is a valuable asset, but diversifying communication methods ensures businesses can stay accessible and continue to thrive, even in the face of outages.”
Helen Garfield, Founder, The Creatives Desk
“When you rely on Facebook ads to drive traffic to your website, an outage like this is super disruptive – especially during the busiest time of the year.
“Less leads coming in during an important week means fewer sales in the weeks ahead. It’s frustrating because it impacts your ability to generate revenue at the worst possible time.
“After all, I’m also a parent and I need that income as I have Christmas presents to pay for!”
