What will change after Meta’s new frequency capping update?

Update on 26 June 2024

Nowadays, WhatsApp is being used for marketing and has gained lots of popularity. This sounds pleasant while you not only interact but also promote your product through messaging.

But Meta found something fishy, while some brands were overdoing messaging and spamming users. To fix this, Meta introduced a new feature called “frequency capping”.

Starting on May 23, 2024, there will be a limit on how many marketing messages you can send to each user. This global update aims to improve the user experience by reducing spam.

Let’s learn about this update in an easier manner.

What is frequency capping?

The quantity of promotional messages a company may deliver to its customers in a given period of time is limited by frequency capping.

Promotional messages sent using authorized WhatsApp business templates are restricted by frequency capping. A user is only allowed to view a particular number of these messages from all companies during a specific time frame (imagine it as a quota). Meta continuously modifies this duration and the quantity of messages in order to enhance the user experience.

Why did Meta do things this way?

Additionally, Meta is in charge of ensuring that users of WhatsApp do not become overloaded with the volume of messages they receive. This limitation should facilitate more relevant WhatsApp communications between businesses and their subscribers.

Better CTRs, higher levels of engagement, and higher conversions may result from this.

Does this affect your messages?

Frequency capping is exclusive to marketing messages sent using the WhatsApp Business API. There will be no impact on these messages.

  • Daily talks throughout the course of a 24-hour period between companies and their users
  • Notifications related to Click-to-WhatsApp Ads (CTWA) won't change.
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What obstacles are you likely to encounter?

Some marketing messages may not reach the intended demographic, which may be problematic for businesses. But don't make quick assumptions!

Although frequency capping is the reason for standard error codes, there are other possible causes for these unsuccessful deliveries. Keep in mind that other factors might still impair deliverability.

How can frequency capping be solved?

With this change, Meta hopes to prevent consumers from feeling overloaded or flooded by companies on WhatsApp. Here are three strategies to ensure that frequency capping has the least negative impact on you:

Make an effort to start deep discussions with your users. The regulations loosen considerably after the session is open and everyone has warmed up.

Give priority to communications that are qualitative rather than sending out a ton of messages all day long to your users.

Find out what works best for you by doing A/B testing. You may utilize this data to customize your WhatsApp promotional messages if you have enough of it.

In conclusion

Brands will definitely be more aware of their WhatsApp advertising activities as a result of the frequency capping upgrade. Users' experiences might be improved, which would motivate them to interact and convert more. can make the process easier for businesses wishing to expand their WhatsApp marketing. Here, you may schedule a 10-minute one-on-one meeting with us.

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