Whatsapp Marketing

What is Meta's new Frequency Capping Update?

Engati Team
.
last edited on
.
May 10, 2024
2-5 mins

Table of contents

Automate your business at $5/day with Engati

REQUEST A DEMO
Switch to Engati: Smarter choice for WhatsApp Campaigns 🚀
TRY NOW
What is Meta's new Frequency Capping Update?

Don’t you love using WhatsApp for all your marketing campaigns? Nothing’s better than landing straight into your users' DMs for everything. However, as enticing as it may sound, Meta realized some brands might be exploiting this and spamming their users globally. To control this, it has come up with a new update, “Frequency Capping”. Starting May 23, 2024 per-user marketing template message limit will be rolled out across the globe..

What is Frequency Capping?

Frequency Capping puts a limit on the number of marketing messages a brand can send to its users in a specific time frame. 

Frequency Capping restricts promotional messages sent through approved WhatsApp Business templates. There's a limit on how many of these messages a user can see from all businesses in a certain period (think of it like a quota). This timeframe and the number of messages are constantly adjusted by Meta to optimize the user experience.

Why did Meta do this?

Meta is also responsible for making sure WhatsApp users do not feel overwhelmed by all the messages coming in. This restriction should help businesses have more meaningful conversations with their users on WhatsApp. This can lead to increased engagement, better CTRs and also conversions. 

Are your Messages Affected?

Frequency Capping only applies to promotional messages transmitted through WhatsApp Business API. These messages will NOT be affected:

  1. Day-to-day conversations between businesses and their users in a 24-hour period
  2. Messages related to Click-to-WhatsApp Ads (CTWA) will remain unaffected

What Challenges are you going to face?

Businesses might face some marketing messages failing to reach their target audience. Don't jump to conclusions though! These failed deliveries could be due to other reasons besides Frequency Capping, as you'll still get standard error codes is due to Frequency Capping, remember other factors can still affect deliverability.

How to Solve for Frequency Capping?

Meta’s intentions behind this update are to make sure users do not get overwhelmed or feel spammed by businesses on WhatsApp. Here are 3 ways you can make sure you are the least affected by Frequency Capping:

  1. Focus on initiating meaningful conversations with your users. Once they have warmed up and the session is open, the rules get relaxed.
  2. Prioritize qualitative messages as compared to bombarding your users with multiple messages throughout the day. 
  3. Perform A/B tests and see what works best for you. Once you have ample data, you can use it to design your WhatsApp promotional messages accordingly.

Conclusion

The Frequency Capping update will clearly make brands more conscious of their WhatsApp promotion campaigns. This can help increase user experience and would encourage them to engage and convert more.

If you are a business looking to build your WhatsApp marketing, Engati can help smoothen out the process for you. You can book a 1 on 1 10 minutes session with us here.

Engati Team

At the forefront for digital customer experience, Engati helps you reimagine the customer journey through engagement-first solutions, spanning automation and live chat.

Close Icon
Request a Demo!
Get started on Engati with the help of a personalised demo.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
*only for sharing demo link on WhatsApp
Thanks for the information.
We will be shortly getting in touch with you.
Oops! something went wrong!
For any query reach out to us on contact@engati.com
Close Icon
Congratulations! Your demo is recorded.

Select an option on how Engati can help you.

I am looking for a conversational AI engagement solution for the web and other channels.

I would like for a conversational AI engagement solution for WhatsApp as the primary channel

I am an e-commerce store with Shopify. I am looking for a conversational AI engagement solution for my business

I am looking to partner with Engati to build conversational AI solutions for other businesses

continue
Finish
Close Icon
You're a step away from building your Al chatbot

How many customers do you expect to engage in a month?

Less Than 2000

2000-5000

More than 5000

Finish
Close Icon
Thanks for the information.

We will be shortly getting in touch with you.

Close Icon

Contact Us

Please fill in your details and we will contact you shortly.

This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
Thanks for the information.
We will be shortly getting in touch with you.
Oops! Looks like there is a problem.
Never mind, drop us a mail at contact@engati.com