Skip to main content

Per-User Marketing Template Message Limits

Understanding the Limits​

WhatsApp may restrict the number of marketing template messages a user receives from any business within a certain timeframe. Initially, this limit starts with a small number of conversations, especially those less likely to be read. Over time, fewer marketing messages will be sent to users who are less engaged.

Importance of Message Limits​

These limits are designed to enhance user engagement and improve overall experience. By maximizing message engagement, WhatsApp ensures that users find business communications more valuable and less overwhelming. This is reflected in improved read rates and more positive user sentiment.

Application to Your Business​

The restrictions apply specifically to marketing template messages that initiate a new marketing conversation. If you already have an open marketing conversation with a WhatsApp user, you can send one additional marketing template message. To send more marketing template messages within an open conversation, the user must respond to any of your messages.

Example Scenario​

  • Opening a Conversation: The first marketing template message you send starts a new 24-hour marketing conversation window. The per-user message limit is enforced here.

  • Continuing a Conversation: If a conversation is already open, you can send a second marketing template message.

  • User Engagement: Each time the user responds within an existing conversation window, you gain the opportunity to send one additional marketing template message.

Additionally, you can send unlimited free-form messages during an open conversation window.