WhatsApp: New Limits on Marketing Template Messages

WhatsApp is implementing a new limitation on the number of marketing template messages that a user can receive within a specified time frame. This initiative aims to enhance the overall user experience by focusing on messages that are more likely to engage users, while simultaneously reducing the volume of marketing communications they receive.

Key Points of the New Policy

Purpose

The primary goal of this new policy is to boost user engagement. By controlling the number of marketing messages a business can send to each user, WhatsApp aims to create a more meaningful interaction between businesses and their customers.

Impact

The expected outcomes of this initiative include higher read rates and improved user sentiment. With fewer marketing messages flooding their inboxes, users are more likely to find business communications valuable and relevant, which can lead to increased engagement and satisfaction.

How It Works for Your Business

1. Limitations on Marketing Messages: The new limit specifically applies to marketing template messages that initiate a new conversation. If a user has not engaged with a business before, this will control how many marketing messages they receive.

2. Active Conversations: If a conversation is already ongoing, businesses are allowed to send one additional template message. This ensures that businesses can maintain an active dialogue without overwhelming users.

3. User Responses: When a user responds to a business message, this opens the door for further communication. Businesses can send one more template message in addition to unlimited free-form messages. This encourages genuine conversations and allows businesses to address user inquiries more effectively.

Example Scenario

Imagine a business sends a marketing message to a user, which opens a new conversation window for 24 hours. Within that time frame, they can send a second message as part of the same conversation. If the user responds to the first message, the business is permitted to send one more template message, allowing for a more interactive exchange.

Error Code Notification

To help businesses manage their messaging effectively, WhatsApp will introduce error code 131049.

131049 This message was not delivered to maintain healthy ecosystem engagement.

This code will indicate when a message fails to deliver due to the imposed limit. Businesses are advised not to resend the message immediately but instead to wait for a longer interval before attempting to reach out again. This approach helps to ensure compliance with the new guidelines while maintaining a respectful communication strategy.

Reference: