Overview
Meta's recent update on WhatsApp message limits introduces new guidelines to help businesses ensure a healthy ecosystem by managing marketing template message delivery to users. This guide provides an overview and troubleshooting steps for businesses navigating this update.
1. What Is the Per-User Marketing Template Message Limit?
Meta has implemented a limit on the number of marketing template messages a user can receive from a business within a specific period. The goal is to reduce message saturation and improve engagement rates.
- Key Point: Users who are less likely to read marketing messages will receive fewer.
2. How It Affects Your Business
When you send a marketing template message to a WhatsApp user, Meta applies the following limits:
- First Message: Opens a new 24-hour marketing conversation window.
- Second Message: Can only be sent within the existing open conversation.
- Additional Messages: If the user replies within the 24-hour window, you can send another marketing template or unlimited free-form messages.
Important: If no reply is received, further marketing messages are restricted.
3. Why This Matters for Your Business
This limit is designed to:
- Maximize Engagement: Improve message read rates and user sentiment.
- Enhance User Experience: Reduce the likelihood of users feeling overwhelmed by excessive business messages.
4. Error Notification: What You Need to Know
If a marketing message is not delivered due to the new limit, you will receive a notification indicating that the message was not delivered to maintain a healthy ecosystem.
What to Do:
- Do Not Resend Immediately: Resending too soon will trigger the same notification.
- Retry Strategy: Instead, retry sending the message at increasing time intervals, as the limit may be active for varying lengths of time.
5. What You Should Do
- Review Your Messaging Approach: We recommend reviewing your marketing campaigns to ensure compliance with the new limits while maintaining user engagement.
- Monitor Message Delivery: Keep track of your message delivery success and adjust your retry strategy accordingly.
- Maintain Conversations: Encourage user interaction to keep conversations active and avoid reaching the message limit.
6. Next Steps
- Implement these changes in your messaging strategy to optimize user engagement.
- Reach out if you need further clarification or support in adjusting to the new limits.
For additional details, see the official Per-User Marketing Template Message Limits Documentation.