WhatsApp has announced a significant shift in its approach to handling broadcast messages, aiming to strike a balance between user engagement and reducing spam. This popular chat platform will soon start testing new restrictions on how many broadcast messages individual users and businesses can send.
In the coming weeks, WhatsApp plans to introduce a monthly cap on individual broadcast messages. Although the specific limits may change during the test, one example given by WhatsApp’s parent company, Meta, is allowing users to send up to 30 broadcasts per month.
For users wishing to reach a larger audience beyond these limits, WhatsApp suggests utilizing other features like Status updates or channels. The company is also considering introducing similar controls on business accounts, which previously had the luxury of sending unlimited free broadcast messages. This change paves the way for a paid version of the service, which will come equipped with additional tools.
In the near future, businesses will have the option to test new customized broadcast messages to share product updates or announce holiday sales. Moreover, they will be able to schedule these messages. During this trial phase, business accounts will receive 250 customized messages at no cost, after which they will need to purchase additional messages. The pricing details for these messages haven’t been released yet.
The introduction of these controls aims to ensure that users continue to experience valuable and relevant content without feeling inundated by spam. WhatsApp is implementing several strategies, including limiting daily marketing messages and trialing an “unsubscribe” feature that allows users to opt-out of particular types of messages without blocking the business entirely.
Over recent years, WhatsApp Business has emerged as a crucial component of Meta’s growth strategy. The company’s offering provides merchants with a robust app for free, featuring tools like landing pages, business profiles, and product catalogs. Charges then apply for specific types of messages—marketing, utility, service, and authentication—when merchants utilize the API-powered solution.
Apart from API-related costs, the only optional payment Meta previously required was for the Meta Verified subscription. However, the new broadcast messaging service marks one of the first paid features offered to merchants not using APIs, providing a fresh revenue stream for Meta.
In addition to revising its approach to broadcast messages, WhatsApp is also in the process of refreshing the logo for its WhatsApp Business app, signaling a broader evolution in its branding and services.
