New Per-user Messaging Limits on WhatsApp

Effective globally from May 23, 2024, for all businesses.

New Limits on Business Messages on WhatsApp

Meta has introduced a policy restricting the number of marketing messages users can receive over a specific timeframe. Initially, there is a lower likelihood of users reading messages due to this restriction. The limit is on the cumulative number of marketing messages a user receives from all businesses combined.

This limitation is only applicable to new marketing conversations. Once a marketing conversation is active, you can send additional marketing template messages without any restrictions.

Why is WhatsApp setting these per-user messaging limits?

WhatsApp is introducing these limits to enhance user experiences by ensuring that marketing communications are timely and relevant. These restrictions are designed to prevent message clutter, fostering more significant and engaging interactions. This approach aims to decrease user exhaustion and improve the quality of interactions.

Identifying a Delivery Failure

If a marketing template message fail to reach a user because of the limit, it will trigger a 'Message Undeliverable' error code. It's important to note that this error code indicates a variety of reasons for non-delivery. For privacy concerns, Meta does not specify whether the non-delivery was directly caused by the messaging limit. Refer to error code 131049 in Error Messages for Cloud API and 1026 in Error Messages for Cloud API for further details.

Here’s Some Tip

Upon encountering this error code, and if you suspect it’s related to the limit, refrain from immediately resending the template message. Doing so could potentially trigger another error. Instead, allow more time before attempting to resend it. As these limits may fluctuate, there is a chance that your message will eventually be delivered if you wait long enough.

Per-user Messaging Limit FAQs

In this section, you'll find answers to common questions about the per-user messaging limit and related issues.

What are the new WhatsApp pre-user messaging limits?

WhatsApp is introducing global limits on marketing template messages per user, following a pilot program in India. These limits pertain to the total number of marketing messages a user receives from all businesses combined, not from each individual business.

This global implementation starts on May 23, 2024.

The specific number of messages users can receive and the timeframe are currently not disclosed to businesses and may be updated in the future.

What Impact Has Been Observed in India?

Initial data suggests that during the rollout in India in February, certain businesses encountered a decrease in marketing message delivery ranging from 30% to 50% due to the implementation of new limits. The extent of this impact varied across different industries and was influenced by factors such as audience quality and message relevance.

How Will These Limits Influence My WhatsApp Marketing Strategy?

With the implementation of global per-user message limits, marketers are encouraged to prioritize quality over quantity, ensuring that each message is impactful and relevant. To broaden your outreach, consider exploring alternative channels such as Meta advertising.

Leverage features like Click to WhatsApp (CTWA) to directly engage users through ads and reach out to those who might have overlooked your messages.

What Occurs If I Send a Message Exceeding the Limit?

When attempting to send a message to a user who has reached their marketing message limit, the message will not be delivered, and you'll receive an error code.

Sending the message again right away might trigger another error. It's advisable to refine your messaging strategy to adhere to scheduling and targeting constraints.

Can Ongoing Conversations Proceed Unaffected by These Limits?

The new limits primarily focus on marketing template messages that initiate new conversations. Messages exchanged within an ongoing marketing conversation with a WhatsApp user are exempt, ensuring uninterrupted communication.

What Steps Should I Take to Prepare for These Changes?

Here are some tips to assist you in adapting to WhatsApp's new messaging limits and maintaining your audience's interest:

Revise Your Message Templates: Evaluate your marketing messages to ensure they are captivating and pertinent, taking into account the updated restrictions. Tailor content for various segments based on their preferences or previous engagements. Refrain from sending identical messages to everyone.

Streamline Your Contact List: Reflect on how individuals joined your list and verify their continued interest. Review undelivered message reports and eliminate inactive or unengaged contacts. A refined list enhances the likelihood of your messages reaching the intended audience and minimizes wasted sends.

Verify Your Message Categories: Prioritize accurately categorizing your messages as either "marketing" or "utility." Utility messages, such as confirmations or notifications, should contain only essential information and not masquerade as marketing. Clear distinctions assist in adhering to WhatsApp's regulations and guarantee that crucial updates reach your audience.

Spread Out Your Messages: Reduce the frequency of marketing messages. Align your messaging schedule with your objectives to sustain audience interest while staying within the new limits. Emphasize quality over quantity.

Embracing Performance Messaging

Comprehending WhatsApp's updated message limits is essential for businesses. These limitations present opportunities to enhance user experience and interaction quality. Adjust to these changes to foster improved engagement.

BizMagnets offers existing features and will introduce additional ones to tackle these adjustments. Keep an eye out for updates regarding the upcoming features.