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Messaging Limits for WhatsApp Marketing Templates#

WhatsApp implements messaging limits to maintain user experience quality and prevent spam.

User-Specific Marketing Limits#

WhatsApp uses dynamic user-specific limits that determine how many marketing messages a person can receive across all businesses.

Limit Determination Factors:#

Engagement History#

  • How frequently the user opens and reads marketing messages

Overall Inbox Load#

  • Total message volume from personal contacts and businesses

Recent Interactions#

  • User's engagement patterns with marketing content

Users with low engagement rates or crowded inboxes will receive fewer marketing messages to maintain communication balance.

Important: This limit applies to all businesses collectively. If a user's limit is reached, they will not be able to receive marketing messages from your company, even if they have consented to receive them.

Message Counting in Limits#

All successfully delivered marketing messages count toward the user's limit.
The system ensures alignment between limit enforcement and messaging costs.

Template Categories and Their Limits#

In addition to per-user limits, it's important to distinguish between template categories, as limits apply differently to them:

  • Marketing:

    • Used to promote products, services, and offers.
    • Subject to the strictest restrictions described above.
    • Requires explicit user consent.

  • Utility:

    • Used for transactional notifications: invoices, passwords, order confirmations, delivery notifications.
    • Not subject to per-user limits, like marketing messages.

  • Authentication:

    • Used to send OTP codes for login.
    • Also not affected by the marketing category restrictions.

Recommendations for Businesses#

  1. Segment your audience: Send marketing messages only to users who are most likely to show interest.

  2. Improve relevance: Create valuable and personalized offers to increase engagement.

  3. Use the right categories: For transactional and service notifications, always use the "Utility" or "Authentication" categories to avoid unnecessary use of the user's marketing limit and ensure the delivery of critical information.