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For those of you who use the WhatsApp Broadcast tool for marketing and promotional purposes, you should be aware that Meta has added a new feature known as Per-User Marketing Template Message Limits.

The impact is that you will likely get an error or failed status on your broadcast log with the description ‘Failed’ or error code 131049 accompanied by a failed reason stating, “This message was not delivered to maintain healthy ecosystem engagement”. Please note that the error response is part of the Marketing Template Message Limits or Frequency Capping Meta.

What are Per-User Marketing Template Message Limits?

Frequency Capping is a feature launched by Meta that limits the number of broadcast messages that WhatsApp users can receive within a certain period of time.

Meta initiated this step to maximize the 'user experience' of both parties (broadcaster & recipient) in this case, if Meta detects that the recipient of the message is less interested (does not open/reply) to the message you sent, then Meta will limit the reception of broadcast messages to that user.

Meta uses a 'dynamic capping' system in which this new rule is not tied to a certain capping number, but can be changed based on broadcast behavior and performance. In this case, Meta does not show us the capping number.

Which Broadcast Messages Are Affected?

Meta informs that this scheme will only affect marketing templates for the time being. Inbound interactions/inbound message replies will not be affected.                                                                             

How Should You Respond to These Changes?

This change may require you to change your marketing strategy via WhatsApp broadcast. Some suggestions that may help are as follows:

1. Prioritize Quality Over Quantity
   Instead of sending a lot of messages, you can focus on creating interesting and personalized content, thereby providing added value to your customers.
2. Take Advantage of Two-Way Conversations
   Engage users in meaningful conversations and not one-sided promotions. This way, the recipient of the message does not feel that the message you send is just a general marketing message.
3. Experiment and Continuously Adapt
   Pay close attention to the performance of your messages and feedback from your customers. Use the Broadcast Report feature to get in-depth information from your messages.

FAQs 

1. What is Frequency Capping?
   Frequency Capping is a Meta feature that limits the number of marketing messages a user can receive.

2. Why did Meta implement this scheme?
   Meta wants to improve the WhatsApp user experience, especially from the broadcast message recipient side. Meta's hope is to provide more appropriate marketing messages to WhatsApp users.

3. What types of messages are affected by this restriction?
   This restriction only applies to broadcast messages that use marketing templates.

4. What is the direct impact on broadcast senders?
   You may find some users getting a Failed status with a failed reason stating, “This message was not delivered to maintain healthy ecosystem engagement”.

5. Will failed messages deduct WhatsApp credit?
   No. Messages that get the status ‘Failed’ will not deduct your credit.

6. What should you do if you get the failed message?
   Do not try again immediately if you receive this error code. Instead, try again with a longer time interval between broadcasts until the message is sent, as this limit may apply to a different time period and is not communicated by Meta.

Thus the explanation regarding the per-user marketing template message limits