WhatsApp Broadcast Limit: Changes Coming to Message Sending

WhatsApp to Implement Broadcast Message Limits to Combat Spam

WhatsApp has announced plans to restrict the quantity of broadcast messages that both individual users and businesses are permitted to send. This measure is being taken to actively reduce the prevalence of spam within the application.

Testing of Broadcast Limits

Over the next few weeks, the company will initiate testing of limitations on the number of broadcast messages sent by individual users. These limits will be implemented on a monthly basis.

As an example, Meta cited a potential limit of 30 messages per month during the testing phase.

Alternative Communication Methods

Meta suggests that users who need to reach a larger audience can utilize WhatsApp Status updates or Channels as alternative communication avenues.

Changes for Business Accounts

Similar restrictions are being considered for broadcast messages originating from business accounts. Currently, WhatsApp Business accounts enjoy the ability to send unlimited broadcast messages at no cost.

However, this will soon change with the introduction of a paid version of the feature, which will include supplementary tools.

New Paid Features for Businesses

In the coming months, Meta will test customized broadcast messages designed for purposes such as product updates and promotional holiday sales.

Furthermore, users of Business accounts will gain the ability to schedule messages in advance.

During the initial pilot program, merchants will receive 250 customized messages free of charge, with subsequent messages requiring payment. The pricing structure for these additional messages has not yet been determined.

Balancing Communication and User Experience

The rationale behind these changes is to ensure users continue to receive occasional broadcast messages without feeling inundated. WhatsApp has already implemented several measures to curtail spam, including daily limits on marketing messages.

Last year, the company began experimenting with an "unsubscribe" feature, allowing users to opt-out of specific message types from businesses without blocking the account entirely.

WhatsApp Business as a Revenue Stream

WhatsApp Business has emerged as a significant asset for Meta, demonstrating consistent revenue growth as highlighted in quarterly earnings reports.

The company provides the WhatsApp Business app free of charge, offering features like a landing page, detailed business profiles, and catalog creation.

Charges are currently applied for various message types – including marketing, utility, service, and authentication – when utilizing the solution powered by its API.

Expanding Paid Features

Beyond API charges, Meta previously only generated revenue from the optional Meta Verified subscription. This new broadcast messaging feature represents one of the first paid options for merchants who do not utilize APIs.

It will also serve as an additional source of income for Meta.

App Logo Update

In addition to the changes regarding broadcast messages, WhatsApp is also making adjustments to the logo of its WhatsApp Business application.