We've put together this article to ensure you're up to date on the latest WhatsApp policies and best practices related to marketing messages.
Earlier this year, WhatsApp introduced some limits on how many marketing messages can be sent by businesses to end consumers to discourage excessive messaging. These limits have been introduced by WhatsApp to maximize message engagement and improve the user experience, measured through improvements in user read rates and sentiment.
What are the changes?
Marketing Message limit across all businesses sending messages to a user: WhatsApp limits users to receive no more than 2 marketing messages in any 24-hour window. Every time the customer responds, an additional marketing template is permitted, and further freeform messages can be used to continue the conversation.
How you can identify whether your messages are getting rejected:
Businesses will be served with 'this message was to delivered to maintain healthy ecosystem management' when a message has been rejected. This alert is intended to help you understand when a message is not delivered due to per-user marketing template message limit or other WhatsApp ecosystem health reasons.
What alterations you should make given these changes:
Send contextual, relevant marketing messages that drive user action/response and avoid excessive marketing messages.
Include “Opt-Out” option in your marketing templates and make sure the customer opting out is marked to have opted out in the list of recipients.
Finally, apply contact thresholds and do not send messages beyond permitted limits.
Please note that this restriction in applicable to marketing templates only. Where it is advised to not overcrowd a customer with too many communications on a daily basis it is still possible to send servicing templates in conjunction for any essential notifications.
Please be aware that violating these terms may result in consumers reporting your business, potential blocks, and reduced customer engagement, which could lead to template restrictions and WABA enforcement.