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 Meta 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.
You can also use Wati's Auto Retry feature to automatically resend failed campaign messages. You can enable Auto Retry when creating a campaign in the Wati interface or trigger retries programmatically using the Auto Retry API.
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)
Meta Marketing Message Limits
1. What marketing message limits did Meta introduce on August 29, 2024?
Effective August 29, 2024, Meta limits businesses to sending 2 marketing messages within 24 hours to a customer unless that customer responds. Meta also applies a global marketing message limit over a rolling 7-day period, which can affect message delivery.
2. Why are more marketing messages failing to deliver?
Marketing messages may fail because of Meta's messaging limits. In addition to the limit of 2 marketing messages within 24 hours without a customer response, Meta also enforces a global limit on the number of marketing messages customers receive over a rolling 7-day period.
3. What error is displayed when a marketing message is blocked by Meta?
When Meta blocks a marketing message due to these restrictions, the campaign shows the following error:
"Message undeliverable as Meta has restricted it for higher quality messaging - retry again in a few days."
Wati Features
4. How does Wati help prevent campaigns from sending too many marketing messages?
Wati automatically detects contacts who have already received 2 marketing messages within 24 hours and excludes them from future campaigns. Messages excluded for this reason are not charged.
5. How can I resend campaign messages that fail because of Meta's restrictions?
You can use Wati's Auto Retry feature to automatically resend failed campaign messages. Auto Retry can be enabled when creating a campaign in the Wati interface or by using the Auto Retry API.
Best Practices
6. How can I improve marketing campaign performance under Meta's new messaging limits?
The guide recommends the following best practices:
Use the Campaign Overview to review previous campaign engagement, such as clicks, replies, and reads.
Send campaigns based on customer engagement with previous campaigns.
Personalize marketing messages and prioritize quality over quantity.
Use utility templates for reminders and important customer updates.
Use Click to WhatsApp Ads to generate leads and automate responses with chatbots.
Track leads and purchases generated from Click to WhatsApp Ads to support relevant retargeting campaigns.
7. Why should I use the Campaign Overview before sending new campaigns?
The Campaign Overview helps you review previous campaign performance, including clicks, replies, and reads. This information can be used to identify successful templates and create more targeted future campaigns.