According to TechCrunch, WhatsApp is testing monthly limits on broadcast messages in an effort to reduce spam, the platform announced on Tuesday. These changes will affect both individual and business accounts in the coming weeks.
WhatsApp limits broadcast messages to cut spam: What you need to know
For individual users, WhatsApp will allow at least 30 broadcast messages per month, equating to one message per day. If users need to reach a larger audience, they can utilize Status updates or channels. Business accounts, which previously enjoyed unlimited broadcast messages, will soon have a cap of 250 customized messages for free each month. After this limit, they will incur charges for additional messages sent to customers regarding product updates or sales.
This initiative follows WhatsApp’s recent introduction of a message threads feature, designed to enhance focus in group chats by maintaining contextual relevance. Additionally, major updates were rolled out two months ago, introducing capabilities such as selfie stickers and quick message reactions. The platform had also added chat themes just a month prior.
Meta is considering implementing similar restrictions for business accounts as part of its paid version of the broadcast messaging feature, which is anticipated to include extra tools. During a testing phase, business users will receive 250 customized messages for free, after which they will need to pay for additional messaging capabilities. Currently, pricing for these additional messages has not been disclosed.
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The rationale behind these new limits is to ensure that users can receive occasional broadcast messages without feeling overwhelmed by spam. WhatsApp has previously made efforts to minimize spam, including restrictions on the number of marketing messages users can receive daily. An “unsubscribe” feature introduced last year lets users indicate preferences for avoiding certain types of messages from businesses without fully blocking their accounts.
WhatsApp Business has become a significant revenue stream for Meta, as indicated by company executives in earnings calls. The firm provides the WhatsApp Business app to merchants for free, featuring functionalities like business profiles and catalogs. Revenue is generated when merchants send various types of messages, including marketing and utility messages using the company’s API.
Meta only charged for the optional Meta Verified subscription outside of API-related conversations. The upcoming broadcast messaging feature represents one of the first paid enhancements specifically for merchants not utilizing APIs and is expected to serve as another revenue source for the company. Alongside these messaging updates, Meta will also revise the logo of the WhatsApp Business app.
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