Summary
Effective August 29, 2024, Meta limits businesses to two marketing messages within 24 hours unless the customer responds, along with a global cap over a rolling 7-day period. These changes may increase message failures. This article explains the new limits, why they affect delivery, and how Wati helps you adapt, along with best practices like using campaign overview, personalization, utility templates, and Click to WhatsApp ads.
Note: Broadcasts are now Campaigns – same powerful features, updated name!
Instructions
Understanding the new rules for marketing messages
As of August 29, 2024, Meta has introduced a new restriction that limits businesses to sending only two marketing messages within 24 hours if the customer has not yet replied. This move aims to promote higher-quality engagement and focus on customers who are interested in products.
Higher failure rates: What's behind it?
Apart from the Meta restriction, there is also a global limit on marketing messages that users receive in a rolling 7-day period. This can affect marketing message sending even if it's the first message sent to the customer. For more information, visit the official documentation.
Marketing templates that failed to deliver due to these restrictions will show an error that says, Message undeliverable as Meta has restricted it for higher quality messaging - retry again in a few days.
Addressing common concerns
1. Why can't I send more than two marketing messages within 24 hours?
The new Meta restriction is in place to promote higher-quality engagement and focus on customers who are interested in products. This means you'll need to wait until the customer has responded before sending another message.
2. How will Wati help me improve engagement?
Wati will detect which contacts you've already sent two marketing messages to within 24 hours and exclude them from future campaigns. You won't be charged for these messages either.
3. What else can you do to improve engagement?
Use our enhanced Campaign Overview to track previous engagements (clicks, replies, reads) and see which templates are more successful. Send campaigns based on user responses to previous ones.
Personalise communication with the customers and focus on a quality vs quantity mindset on templates
Leverage using utility templates as reminders for customers to still be notified about your updates
Use our Click to WhatsApp ads feature to maximize lead generation and discovery - remember to set up chatbots to help automate any response that comes in!
Set up tracking for leads/purchases coming in from the Click to WhatsApp ads - you'll get access to names and phone numbers to set up relevant retargeting!
Frequently Asked Questions (FAQs)
General questions
1. What are the new Meta limits on marketing messages?
Starting August 29, 2024, Meta allows businesses to send only two marketing messages to a customer within 24 hours unless the customer replies.
2. Does Meta also apply limits beyond the 24-hour window?
Yes. Meta enforces a global cap on how many marketing messages a user can receive over a rolling 7-day period, which can affect delivery even for first-time messages.
Message delivery and failures
3. Why are my marketing messages failing more often?
Messages may fail because the customer has already reached Meta’s 24-hour or 7-day marketing message limit.
4. What error will I see if Meta blocks my marketing message?
You’ll see the error: “Message undeliverable as Meta has restricted it for higher quality messaging - retry again in a few days.”
Using Wati under the new rules
5. How does Wati handle customers who hit the two-message limit?
Wati automatically detects contacts who have already received two marketing messages within 24 hours and excludes them from campaigns.
6. Will I be charged for messages blocked due to these limits?
No. You are not charged for marketing messages that are excluded or blocked due to Meta’s restrictions.
Improving engagement and results
7. How can Campaign Overview help improve engagement?
Campaign Overview lets you track clicks, reads, and replies, helping you identify which templates perform better and refine future campaigns.
8. What best practices can help reduce message failures?
Focus on personalization, prioritize quality over quantity, use utility templates for important updates, and leverage Click to WhatsApp ads with chatbots and tracking to drive meaningful engagement.