WhatsApp announced today that it will limit the number of broadcast messages that individual users and businesses can send to reduce spam on the platform.
In the coming weeks, the company will begin testing limits on individual broadcast messages, implementing a monthly cap on broadcasts. During this trial, the limits may vary, with one example from Meta indicating a cap of 30 messages per month.
Meta suggested that users who need to reach a larger audience can utilize Status updates or channels.
The company is also considering similar restrictions for broadcast messages from business accounts. Currently, WhatsApp Business accounts can send unlimited broadcast messages for free, but a paid version with additional features will soon be introduced.
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In the upcoming months, Meta plans to test tailored broadcast messages for product updates and holiday sales. Business account users will also have the option to schedule messages. During the trial, merchants will receive 250 customized messages for free, after which they will need to pay for additional messages, though pricing has not yet been disclosed.
The rationale behind these changes is to allow users to receive occasional broadcast messages without feeling inundated. WhatsApp has already implemented measures to cut down on spam, such as limiting the number of marketing messages users receive daily. Last year, the company began testing an “unsubscribe” feature that enables users to opt out of certain types of messages from businesses without blocking the account.
WhatsApp Business has become a significant asset for Meta, with growing revenue highlighted in quarterly earnings calls. The company’s approach is to offer the WhatsApp Business app for free, including features like a landing page, business profile, and catalog creation. It then charges for various message types—marketing, utility, service, and authentication—when merchants use its API-powered solutions.
SOURCE: TECH CRUNCH
