Spring '25 reached general availability on 17 February 2025 and everything here has shipped. We use the product names Salesforce uses today: Marketing Cloud Growth Edition and Advanced Edition.

Spring '25 was not a headline release. It was the one that filled in the operational gaps that had kept the new Marketing Cloud out of regulated, multi-market organisations: send windows, sender vetting, a consent audit trail, and a way to bring an existing web form along. Almost none of it was for Marketing Cloud Engagement.

WhatsApp joins the campaign flow

WhatsApp became a channel in campaign flows through a Send WhatsApp Message element, with two-way conversations, audio, video and document attachments, metrics on the Marketing Performance dashboards and consent management wired in.

SMS grew at the same time: more countries through local carrier partnerships, and brand vetting for senders, the messaging equivalent of the DKIM and SPF work you already do for email. Both SMS and WhatsApp need the Salesforce Message Credits add-on.

Blockout windows and the consent audit trail

Admins gained blockout windows: no-send periods for SMS and WhatsApp, set by time of day or by the recipient's time zone. And SMS and WhatsApp consent changes started showing their source in Data Cloud's Data Explorer, so a compliance question about why a record is opted in has an answer.

Personalisation you write once

Reusable email personalisation let a marketer save personalisation settings and expressions in Salesforce CMS and apply them across many emails, with a change cascading to every email that uses them. Alongside it, the Agentforce campaign and content capabilities went generally available, generating emails and landing pages from a campaign brief once an admin enables the brief prompts in Prompt Builder.

The pattern of building a rule once and referencing it everywhere is one we expect Salesforce to extend to SMS, WhatsApp and the other channels. Spring '25 is where it starts, for email.

Attribution and forms without a rebuild

• Opportunity Influence: a Data Cloud based alternative to Campaign Influence that associates marketing activity with revenue and shows it on the Campaign record under Performance, once enabled in Setup.
• Website traffic attribution: tracking connectors and a snippet relate external site traffic to Campaigns, feeding the Marketing Performance reports.
• Embedded forms: connect an existing web form to the Marketing app and capture submissions, the way Account Engagement form handlers work.
• Quick filters and segment preview: reusable filters to group Leads and Contacts from the Campaign screen, and a membership preview before you send.
• Account scoring: engagement, fit and purchase intention rolled up at account level.
• Setup progress for data kit updates, domain authentication and identity resolution, so a stalled setup is visible.

The on-ramp for Account Engagement

Account Engagement (Pardot) customers could enable Marketing Cloud Growth or Advanced from the Optimizer page, subject to regional eligibility, copy email, file, form and landing page assets into Salesforce CMS through the V5 API, see why emails failed to send, and ingest three pre-mapped Data Cloud streams. The Enhanced Email Experience was flagged for retirement in Summer '25.

For Australian and New Zealand organisations the regional eligibility line matters: Growth and Advanced are not yet hosted in the Sydney region. Ask your account team for the regional roadmap before you commit to a data residency position.

What Marketing Cloud Engagement got

Nothing that made the marketer round-ups. Engagement runs on its own release cadence and its Spring '25 changes were maintenance. Read in sequence with the releases that followed, this is the first clear sign of where new marketing capability would land.

What we would have done that quarter

1. Start SMS brand vetting and WhatsApp sender registration the moment either channel appeared on a roadmap.
2. Set blockout windows by recipient time zone and write the send-window policy down next to the setting.
3. Build personalisation as reusable expressions from the first email, and name them so marketers can find them.
4. Agree the attribution rule before enabling Opportunity Influence.
5. Check regional availability before planning a Growth or Advanced build outside North America; in 2025 that was a moving target.

One caveat on everything above

Release notes describe what shipped, not what is switched on in your org. Availability varies by edition, SKU and region, and the messaging channels consume add-on credits. Check your own entitlements in Setup before you plan around anything here, or ask us and we will check with you.

Sources

• Salesforce Spring '25 Release Notes (official)
• Spring '25: Personalization in Marketing Cloud
• Spring '25: WhatsApp in Marketing Cloud
• Spring '25: Messages (SMS, brand vetting, blockout windows)
• Spring '25: Campaigns (Opportunity Influence, campaign stage)
• Spring '25: Account Engagement Optimizer enablement
• Salesforce blog: expanded availability of Marketing Cloud Growth and Advanced Editions (June 2025)