Overview: Starting May 23, 2024, WhatsApp will enforce new per-user messaging limits for businesses worldwide. These limits are designed to improve user experience and ensure high-quality interactions.
New Messaging Limits:
Policy Change: Meta has introduced a cap on the number of marketing messages users can receive within a certain period. This policy aims to reduce message overload and enhance the relevance and engagement of communications.
Existing Conversations: The limits apply only to new marketing conversations. If a marketing conversation is already open, you can continue sending messages without restrictions.
Purpose of the Limits: WhatsApp’s new limits are intended to:
Enhance User Experience: Ensure that marketing messages are timely and relevant, avoiding message fatigue.
Improve Interaction Quality: Make interactions more meaningful by controlling the volume of marketing communications.
Identifying Delivery Issues:
Error Codes: If a marketing message isn't delivered due to these limits, you will receive a "Message Undeliverable" error code. This code (131026 for Cloud API or 1026 for Cloud API) indicates a delivery issue, which may be due to the new limits. Meta does not specify if the non-delivery is caused specifically by these limits.
Tips for Handling Errors:
Avoid Immediate Resending: If you encounter this error code, avoid resending the message right away. Wait a while before trying again, as the limit might adjust over time and allow delivery eventually.
Per-User Messaging Limit FAQs:
Common Questions: This section provides answers to frequently asked questions about the new per-user messaging limits and their impact.
What are the new WhatsApp per-user messaging limits?
WhatsApp is implementing global limits on marketing template messages per user, following a pilot in India. These limits apply to the total number of marketing messages a user receives from all businesses combined, instead of from each individual business.
This global rollout begins 23 May 2024.
The exact number of messages users can receive and the timeframe is currently unavailable to businesses and may be updated later.
What has the impact been in India?
Initial data indicates that during the rollout in India in February, some businesses experienced a 30–50% drop in marketing message delivery due to new limits. This impact varied across industries and was influenced by audience quality and message relevance.
How will these limits affect how I use WhatsApp for marketing?
With the global per-user message limits, marketers should focus on quality over quantity, ensuring each message is impactful and relevant. To expand your reach, explore alternative channels like Meta advertising.
Utilize features like Click to WhatsApp (CTWA) to directly engage users through ads and connect with those who may have missed your messages.
What happens if I send a message that exceeds the limit?
If you try to send a message to a user who has reached their marketing message limit, the message won't be delivered. Instead, you'll receive an error code.
Sending the message again immediately may cause another error. Optimize your messaging strategy to comply with scheduling and targeting limits.
Can ongoing conversations continue without being affected by these limits?
New limits mainly target marketing template messages that 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?
Here are some tips to help you adjust to WhatsApp's new messaging limits and keep your audience hooked:
Rethink Your Message Templates: Review your marketing messages. Ensure they're engaging and relevant, considering new restrictions. Customize content for different groups based on their interests or past interactions. Avoid sending the same message to everyone.
Clean Up Your Contact List: Think about how people joined your list and ensure they're still interested. Analyze undelivered message reports and remove inactive or unengaged contacts. A clean list helps your messages reach the right audience and prevents wasted sends.
Double Check Your Message Types: Focus on correctly labeling your messages as either "marketing" or "utility." Utility messages, like confirmations or notifications, should only include essential information and not be disguised as marketing. Clear categories help you stay compliant with WhatsApp's rules and ensure important updates reach your audience.
Space Out Your Messages: Send marketing messages less often. Align your schedule with your goals to keep people interested, but don't go over the new limits. Focus on quality, not quantity.
Embracing Effective Messaging
Understanding the new message limits set by WhatsApp is essential for businesses. These restrictions present a chance to enhance user experience and the quality of interactions. Adapting to these changes can lead to more effective engagement.
WooChat offers tools to help manage these new limits and will continue to roll out additional features to support these adjustments. Stay tuned for updates on our upcoming capabilities.
