Summary
Meta's new marketing message restriction, effective August 29, 2024, limits businesses to sending only two marketing messages within 24 hours unless the customer responds. Additionally, a global cap on marketing messages within a rolling 7-day period may impact message delivery. This article explains these new limitations, the reasons behind higher failure rates, and how Wati helps businesses navigate these changes. It also provides best practices for improving customer engagement, such as using broadcast analytics, personalizing communication, and leveraging utility templates and Click to WhatsApp ads.
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 broadcasts. You won't be charged for these messages either.
3. What else can you do to improve engagement?
Use our enhanced broadcast analytics to track previous engagements (clicks, replies, reads) and see which templates are more successful. Send broadcasts 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)
Marketing Message Restrictions
What is Meta’s new marketing message restriction? → Meta now limits businesses to sending only two marketing messages within 24 hours unless the customer responds.
Why did Meta introduce this restriction? → This restriction is designed to promote higher-quality engagement by encouraging businesses to focus on customers who are genuinely interested in their products.
Does this restriction apply to all types of messages? → No, it specifically applies to marketing messages. Other types of messages, such as transactional or customer support messages, are not affected.
What happens if I try to send more than two marketing messages within 24 hours? → The message will fail to deliver, and you may see an error stating, "Message undeliverable as Meta has restricted it for higher quality messaging - retry again in a few days."
Global Marketing Message Limit
What is the global marketing message limit? → In addition to the 24-hour restriction, Meta also enforces a global cap on marketing messages that users can receive within a rolling 7-day period.
How does the global marketing message limit affect delivery? → Even if it is your first message to a customer, the message may fail to send if they have already reached their global limit.
Where can I find more details on these restrictions? → You can refer to Meta's official documentation for more information on these messaging limits.
Improving Engagement and Message Delivery
How does Wati help businesses manage these restrictions? → Wati automatically detects contacts that have already received two marketing messages within 24 hours and excludes them from future broadcasts to prevent failures. You won’t be charged for undeliverable messages.
What strategies can improve engagement despite these restrictions?
Use broadcast analytics to track message performance and user engagement.
Personalize communication to increase relevance and response rates.
Utilize utility templates to send updates and reminders.
Leverage Click to WhatsApp ads to generate leads and drive conversations.
How can Click to WhatsApp ads help with customer engagement? → Click to WhatsApp ads allow users to start a conversation with your business directly from an ad. Setting up chatbots for these ads can help automate responses and improve lead management.
Can I track leads and purchases from Click to WhatsApp ads? → Yes, by setting up tracking, you can access customer names and phone numbers to create relevant retargeting strategies.