Meta has always strived to evolve WhatsApp into a more powerful channel for excellent customer engagement. For this, the Tech Giant last year introduced two new Messaging Limit policies, both aiming at refining the user experience as well as enhancing user engagement. These policy updates are most relevant for businesses leveraging WhatsApp for marketing communications, and Cunnekt is here to help you stay ahead of the curve.
Meta has rolled out two key updates in the year 2024, first in February and later in September, both changes dictating marketing message frequency on WhatsApp. These changes are rolled out across the globe.
Effective from February 6, 2024, but fully rolled out on February 13, 2024.
Instance 1: Suppose you, as a Business on the Cunnekt platform, send a Marketing Template message to a user. Later, when the user does not respond, you can send one more marketing message. In case the user still does not respond, then Meta will restrict you from sending any more of these messages, as it compromises the credibility of WhatsApp and projects it as a Spam platform.
What it means is you can send n number of marketing template messages to a User if he or she replies to each of them. But when the user chooses not to reply to the last two or only two template messages, then Meta will block you from further sending any promotional messages, and your message delivery fails.
Instance 2: Suppose you are sending the marketing template to a non-responsive user for the second time, or even the first time, but the message delivery fails. Meta can still block you from sending template messages. Why is that? Because the user has already reached their limit for receiving promotional messages. As per Policy Changes, Meta has put a promotional messaging reception cap on WhatsApp Users, i.e., a User can receive a limited number of promotional messages on WhatsApp. If the limit is reached, Meta will block other businesses, like you, from sending more messages. And this is another reason your message delivery can fail.
Here, what you can do is try re-sending the template message after 2 hours. In case it fails again, try after four hours, and then 8 hours, 16 hours, and so on, until the message finally delivers.
Meta’s research shows that reducing unsolicited marketing messages leads to:
This is a strategic move by Meta to make WhatsApp a higher-quality channel for brands, thus encouraging more meaningful interactions and discouraging spammy campaigns.
To all Cunnekt clients, the platform ensures you do not need to worry; instead, learn to optimize your strategy by these updates, like:
Limit marketing pushes to no more than two per user per day.
You can craft messages that prompt replies so you can move the conversation into free-form messaging.
You must focus on engaged audiences to reduce the risk of message wastage.
If a user responds, take advantage of the open 24-hour session to deliver value.
These changes must feel restrictive at first, but they represent a hidden opportunity for you as a Business to refine your approach and improve your RoI on marketing expenditure. If you learn to focus on customer chat relevance, you can build stronger and trusted relationships with customers.
To know more about such updates, follow Cunnekt and learn tips and strategy guides to make the most of your time and money for WhatsApp Marketing.
With a passion for technology, I help innovative businesses tell their stories and bring their visions to life through engaging narratives and compelling content.
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