Limits on WhatsApp Business Marketing Messages

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Important!

From 23.05.2024 the Meta company introduces limits on Marketing WhatsApp messages per user.

Main changes:

• The limit only applies to templates of the Marketing category that open a new conversation.
• If you have an open marketing conversation with a customer, then the limits do not apply within that conversation.
• The limit is determined based on the number of marketing template messages that this person has already received from any business and is not linked specifically to your business.
• If, when sending a message to a user, it exceeds the set limit, then it will not be delivered and will be returned with an error.

Important!

After the new rules come into force, the delivery rate is expected to deteriorate by up to 50%, while, at the moment, it is unknown the exact number of marketing messages (limit) per 1 user and the period in which this number is taken into account.

Simla.com will do its best to provide its customers with up-to-date information as quickly as possible and adapt to new changes.

Recommendations for further actions

For sending in chats, triggers, from a customer/order card

Check the category of your templates. Your template may have been incorrectly categorized as Marketing, or its content could be changed to change the category from Marketing to Transactional (UTILITY). This will help avoid falling under the new limits, because they do not apply to “Transactional”. To change the category of a template, you need to create a new template in the system.

Find more about the rules for assigning categories in the corresponding article

Repeat the sending, but not earlier than 24 hours later, as there is a high risk that the error will be repeated. If the error returns, we recommend replacing the template and/or increasing the time between sendings.

For sending mass mailings

If, when sending a mailing, your % rate of delivery error is higher than usual or exceeds 10%, then most likely some of your customers are subject to the new limits.

What to do?

You need to resend messages using the second mailing step - while without using segmentation.

Go to the sent mailing and go to the mailing settings using the Settings button.

In the window that opens click on Add next step and select WhatsApp.

Next, make the settings for the “Whom to send to” block in accordance with the screenshot below.

Next, complete the settings of the remaining blocks, taking into account the following recommendations:

• You can choose the template you sent in step one, but you can choose a different one if you think there is something that could be improved.
• Select the time to send not earlier than 24 hours after the first sending, since if you send earlier, there is a risk of receiving a similar error.
• The number of steps in one mailing chain is currently limited to 10, not counting the main one. However, if you observe that the % of non-delivery errors persist in subsequent sending, then you need to either change the template and/or increase the time between sendings.

A few more important points:

1. Segment your customers to improve the quality of your mailings and increase their effectiveness.
2. When creating a template, personalize it to make it more relevant
3. Plan your advertising campaigns with a little more time to spare, as it may take longer to deliver messages to the same segment.
4. Analyze alternative channels of communication with your customers. Perhaps, already from the second step of mailing you need to switch to another channel, for example, email or SMS.

The document will be supplemented and updated as new information becomes available.