Nobody agrees on whether Meta killed Dynamic Creative. Its help centre still documents both.

Meta's help centre documents both dynamic creative and the flexible ad format as current features. What has changed is which objectives they appear on. Meta's page says that since June 2024 you "may no longer be able to" use dynamic creative on sales or app promotion, and Flexible is offered only on traffic, engagement, sales and app promotion — three of which also carry a conversion-location condition. If Flexible is missing from your Ad setup, Meta's page says to click More options. Its function also now appears inside Advantage+ creative, listed there as Flex media.

Search for what happened to these two formats and you get four confident answers from the first page of results, all published within months of each other:

• Dynamic Creative is going away.
• Flexible ads are replacing dynamic creatives.
• The flexible format is deprecated, here is a migration guide.
• Meta is removing flexible ads.

Those cannot all describe the same state of the world. Two of them are about opposite features being removed. So rather than pick one, I rendered Meta's own help pages in a browser and read what they say.

Why nobody seems to have checked

This is the same structural problem behind the safe-zone mess, and it is worth naming because it explains the whole genre.

Meta's help centre at facebook.com/business/help/* is client-rendered. A crawler — or a command-line fetch, or anything that reads the raw HTML — receives the page title and essentially nothing else. Open the same URL in a real browser and the full article appears.

The consequence is that a spec or policy question whose answer lives on one of those pages is, in practice, unanswerable to most of the people writing about it. They are not being lazy. They fetched the page and it looked empty.

What Meta's page on dynamic creative says

The page is live. The relevant paragraph is a scope change, not a shutdown:

As of June 2024, you may no longer be able to use dynamic creative when creating ad sets on Ads Manager when you select sales or app promotion as your objective. While existing campaigns leveraging dynamic creative will be unaffected at this time, using flexible ad format to achieve a similar result is recommended.

Two things follow that none of the four posts mention. Existing campaigns keep running. And the restriction is per objective — nothing on that page withdraws dynamic creative from the objectives it is not named against.

The page also lists constraints that matter more day to day than the deprecation argument:

Dynamic creative doesn't work with ads in multiple languages or asset customization or ads with political content.

And a placement interaction:

If dynamic creative is toggled on, you won't be able to select WhatsApp Status as a placement.

If you run multi-language campaigns, that first line is the actual reason not to use dynamic creative, and it has nothing to do with whether the feature is being retired.

What Meta's page on the flexible format says

Also live, and it opens with a hedge that is easy to misread as a shutdown notice:

This feature may not be available to you. If you no longer have access to the flexible format in Ad setup, learn more about multi-media ads and customizing your ad creative.

"May not be available to you" is not "has been removed." The rest of the page explains who it is available to, and this is the part that is absent from every guide I read:

You can only select Flexible as a format in the ad setup section at the ad level in Meta Ads Manager if you create the campaign with the traffic, engagement, sales and app promotion ad objectives.

There is a second gate under it, on conversion location:

App promotion is the fourth eligible objective, and Meta's page states no conversion-location condition for it. So a campaign on an objective outside the list of four will not show Flexible, and a campaign on one of these three with the wrong conversion location will not either. Neither case means the feature is gone.

And then the line that probably explains a good share of the "it disappeared" reports:

If you don't see Flexible in the Ad setup section, click More options to select it.

Meta's wording is that you "can select up to 10 images and videos in a single ad campaign", with the delivery system choosing the media, or media combination, per placement and audience.

Where the function went

Meta's Advantage+ creative page lists the enhancements that can be applied when Advantage+ creative is on. One of them is Flex media.

That is the reconciliation the four posts are groping at from different sides. The capability — hand the system several assets and let it choose — exists both as a selectable ad format and as an enhancement inside Advantage+ creative. Someone who lost the format entry and found the enhancement would reasonably report "Flexible is being folded into Advantage+." Someone who still has the format entry would reasonably report the opposite. Both are describing a real screen.

The same page is worth reading for an unrelated reason: it enumerates every Advantage+ creative enhancement and marks which ones use generative AI. Thirty-one of them, from Add animation to Visual touch-ups, with seventeen carrying an AI label. If you have been trying to work out what Meta might be doing to your creative, that list is the inventory — and there is no account-level switch that turns them all off.

The gate nobody attributes correctly

One more line from the dynamic creative page, which explains a category of report that usually gets blamed on deprecation:

To keep our platform safe from harm and to prevent advertising abuse, we only grant access to some features when an advertiser has met certain requirements. This means when you create a new business portfolio or ad account, you may not have access to all advertising features.

A new ad account missing a feature is not evidence that the feature was withdrawn. It is documented behaviour, and the page points at Business Support Home to see what you currently have.

A loose end, reported as one

Meta's flexible-format page tells advertisers who lost the format to "learn more about multi-media ads and customizing your ad creative," and links there. That page returned "Sorry, this content isn't available right now" on every attempt while this was written.

So Meta's own documentation points at its own explanation of where the feature went, and the explanation does not load. That is not a conspiracy, it is a broken link — but it is a fair part of why this question has produced four incompatible answers.

What this post is not

It is a comparison of what Meta's documentation says against what the first page of results says. It is not a claim about what is in your Ads Manager today.

Those can differ. Help centre pages lag shipped changes, feature availability is per account, and rollouts are staged. If the format is absent from your account after checking More options and confirming the objective and conversion location, the honest conclusion is that you do not have it — not that the documentation is lying, and not that page 1 was right.

The practical version

1. Check the objective first. Flexible appears on traffic, engagement, sales and app promotion only. Three of those four also carry a conversion-location condition; Meta's page states none for app promotion.
2. Click More options. Meta's own page says this is where it hides.
3. Dynamic creative is restricted, not retired — Meta's wording is that you "may no longer be able to" use it on sales or app promotion since June 2024, with existing campaigns explicitly unaffected. That hedge is Meta's, and this post is in no position to harden it.
4. If you run multiple languages, dynamic creative was never for you. The documented incompatibility matters more than the deprecation question.
5. A new account missing features is documented behaviour, not a rollback.
6. Look for Flex media inside Advantage+ creative before concluding the capability is gone.

Sources

• About dynamic creative in Meta Ads Manager — Meta Business Help Center: the June 2024 objective restriction, "existing campaigns … will be unaffected at this time", the multi-language / asset customization / political content incompatibilities, the WhatsApp Status placement interaction, and the new-account feature gate (rendered in a browser, accessed 2026-09-19)
• About the flexible ad format — Meta Business Help Center: "This feature may not be available to you", the four eligible objectives, the per-objective conversion locations, "click More options to select it", and the 10-asset limit (rendered in a browser, accessed 2026-09-19)
• About Advantage+ creative — Meta Business Help Center: the full enhancement list including Flex media, and which enhancements are labelled AI (rendered in a browser, accessed 2026-09-19)

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All three pages are client-rendered and return title-only HTML to a crawler; they were read in a real browser on 19 September 2026. Meta revises these without notice, and feature availability is per account — check the source before acting on any of it.

Terrads makes the several different creatives this format is meant to choose between, sized for each placement rather than cropped from one master.