Exploring WhatsApp’s New Per-user Messaging Limits: A Comprehensive Guide

Exploring WhatsApp’s New Per-user Messaging Limits: A Comprehensive Guide

May 9, 2024 — by 360dialog Communications Team

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Welcome to a pivotal moment for WhatsApp marketers. As WhatsApp evolves, so does our way of interacting with audiences. From 23 May 2024, WhatsApp will begin rolling out new per-user marketing template message limits (sometimes referred to as a Frequency Cap) globally. This guide is designed to help you navigate these changes, understand their implications, and effectively adapt your strategies.

These updates are purposefully designed to enhance the quality of interactions on WhatsApp. By limiting the number of marketing messages a user can receive, WhatsApp aims to ensure that each communication is relevant, timely, and valuable — significantly improving the user experience and increasing both engagement and satisfaction.

As we delve into these FAQs, it’s important to remember that these changes are not merely about compliance — they represent an opportunity to refine your communication approach, making every message count. Let’s explore how these new limits can lead to more effective marketing and create happier customers on the world’s most popular messaging platform

Per-user Messaging Limit FAQs

What are the new WhatsApp per-user messaging limits?

WhatsApp is setting per-user marketing template message limits globally, after an initial pilot in India. These limits are based on the total number of marketing messages a user receives from all businesses, rather than from any individual business.

This global rollout begins 23 May 2024.

The exact number of messages users will be allowed to receive and in which time frame is not available to businesses, and may be further refined in the future.

What has the impact been in India?

Initial data from 360dialog during the rollout in India in February indicates that some businesses experienced a 30–50% decrease in marketing message delivery due to the new limits. However, this impact varies across industries and was influenced by audience quality and the relevance of the messages.

Why is WhatsApp implementing these per-user message limits?

WhatsApp is introducing these limits to enhance user experiences by ensuring that marketing communications are timely and relevant. These limits help prevent message overload, making interactions more meaningful and engaging, thus reducing user fatigue, and improving the quality of interactions.

How will these limits affect how I use WhatsApp for marketing?

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

Leverage features like Click to WhatsApp (CTWA)  to directly engage users through ads, reaching those who may not have received your messages.

What happens if I send a message that exceeds the limit?

If you attempt to send a message to a user who has already reached their limit of number of marketing messages, this message won’t be delivered and you will receive a callback with an error code.

Resending the message immediately is not advised as it will trigger another error.

Instead, adjust your messaging strategy by revising your scheduling and campaign targeting to ensure compliance with these limits.

Can ongoing conversations continue without being affected by these limits?

Yes, these new limits primarily target marketing template messages intended to start new conversations. Messages within an existing marketing conversation with a WhatsApp user are exempt, allowing uninterrupted communication.

How should I prepare for these changes?

To effectively adapt to WhatsApp’s new messaging limits, consider taking the following steps:

Review Marketing Message Templates:

Review Marketing Message Templates:

Assess your marketing message templates for greater impact and relevance. Tailor your content to better align with audience preferences within the new constraints. Prioritize sending specific templates for segmented audiences based on interest or previous interactions with your company instead of a single template to your whole contact list.

Audit Your Audience:

Audit Your Audience:

Review how your audience segments were opted in and analyze non-delivery reports. Clean up your lists by removing inactive or disengaged users to improve targeting efficiency and reduce wasted messages.

Check Message Template Classifications:

Check Message Template Classifications:

Carefully distinguish between marketing and utility messages in your templates. It’s crucial that utility messages strictly serve their intended purposes, such as notifications or confirmations, and are not misclassified as marketing communications. This differentiation helps to maintain compliance with WhatsApp’s new limits and makes sure that utility messages remain effective in their function without inadvertently impacting your marketing message quota.

Optimize Messaging Schedules:

Optimize Messaging Schedules:

Modify how often you send out marketing messages. Coordinate your messaging frequency with your strategic objectives to maintain high engagement levels without exceeding the new limits.

Where can I find more technical information?

Our team regularly updates the 360dialog Docs pages with the latest guidelines and operational details. Bookmark these pages to make sure you always have access to the most current information.

Shifting Perspectives: Embracing the Era of Performance Messaging

As we navigate the implementation of WhatsApp’s new per-user messaging limits, it’s crucial for businesses to understand and adapt to these significant changes. These limits are not merely constraints but opportunities to enhance how we engage on this platform, prioritizing user experience and the effectiveness of each interaction.

360dialog is at the forefront of this shift towards Performance Messaging, an approach that emphasizes the strategic use of message analytics and audience targeting to optimize growth on WhatsApp.

By focusing on message performance, we ensure that every communication not only meets compliance but also drives meaningful engagement.

We are committed to supporting you through this transition with advanced solutions that leverage data analytics and precise audience insights. Our tools are tailored to refine your messaging strategies — enhancing delivery times, content, and audience engagement.

Let’s partner together to transform your WhatsApp marketing efforts. Contact us to discuss how our innovative solutions can help you adapt to these new challenges and capitalize on the opportunities they present.

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