For businesses leveraging the WhatsApp Business API for marketing and promotions, a key update is here. Meta, the company behind WhatsApp, has introduced a new feature called Frequency Capping, which is set to change how you communicate with your audience.
This update presents both a challenge and an opportunity, as it compels businesses to rethink their outreach strategies to remain impactful in the messaging space.
Frequency Capping is a pro-user feature rolled out by Meta that limits the number of marketing messages a WhatsApp user can receive within a specific timeframe, across multiple brands.
For example, following the introduction of this feature, a WhatsApp user will only be able to receive marketing messages from a restricted number of brands (e.g., 15) over a rolling 7-day window. This limit is set by Meta, but the specifics of this window will not be disclosed to businesses to protect the overall user experience.
What makes this update even more significant is that the cap is dynamic—meaning Meta can adjust it based on user behavior and platform performance. Therefore, businesses must approach their messaging strategies with flexibility and foresight.
Meta's primary aim with Frequency Capping is to improve the overall experience of WhatsApp users. By preventing an overload of marketing messages, users can engage more meaningfully with fewer, more relevant messages.
But this change can benefit businesses too. With fewer messages competing for user attention, there’s a greater chance for impact when your message does reach the recipient. It creates an opportunity for businesses to stand out with thoughtful, high-quality content.
Frequency Capping primarily affects promotional messages sent through WhatsApp Business API templates. However, it’s important to note that not all message types are impacted:
This shift calls for a thoughtful approach to WhatsApp marketing. Here are some key strategies to keep in mind:
With Frequency Capping, businesses have a golden opportunity to refine their approach, focusing on engaging, customer-centric communication rather than volume-driven messaging.
1. What is Frequency Capping?
Frequency Capping is a feature by Meta that limits how many marketing messages a user can receive from brands over a one-week period.
2. Why did Meta introduce Frequency Capping?
To improve user experience by preventing message overload, which has shown to negatively impact both users and brands by reducing engagement and ROI.
3. When does Frequency Capping take effect?
The feature goes live on February 6, 2024, for a select group of users, with a full rollout for Indian phone numbers by February 13, 2024.
4. Does Frequency Capping apply to all users?
No, it currently applies only to WhatsApp users in India with a +91 country code.
5. Are session messages or CTWA campaigns affected?
No, session messages and Click-to-WhatsApp ad campaigns remain unaffected by Frequency Capping.
6. What types of messages are limited by Frequency Capping?
The cap applies only to marketing template messages. If an active marketing conversation is already open, additional messages will not be capped.
7. Can utility messages with promotional content be affected?
Yes, any message blending utility and marketing content could be affected by the limit, as it falls under the marketing message category.
As the digital messaging landscape evolves, so too must your strategy. Meta’s Frequency Capping isn’t just a restriction—it’s an opportunity to redefine how your brand communicates. By focusing on delivering value, nurturing customer relationships, and creating a more personalized experience, businesses can thrive within these new limits.
Remember, your customers’ attention is more valuable than ever, and with fewer messages being sent, the ones that do reach them will have a bigger impact.
Get creative, stay adaptable, and most importantly, put your customers first.
