Understanding Meta's Frequency Capping on WhatsApp Business API
For businesses leveraging WhatsApp Business API for marketing and promotions, it's important to note a significant update introduced by Meta: Frequency Capping. This feature significantly alters the dynamics of business communication and necessitates a fresh approach to your outreach strategies.
Frequency Capping is a pro-user feature rolled out by Meta. It limits the volume of marketing messages a WhatsApp user can receive within a specific timeframe, across all brands.
- Example: After the implementation of frequency capping, an end user can only receive messages from a limited number of brands (e.g., '15') in a rolling 7-day window.
- Dynamic Nature: Meta dynamically decides these limits to protect the channel’s user experience and does not share specifics with businesses.
The core aim of Frequency Capping is to enhance the user's experience on WhatsApp by preventing a flood of marketing messages, thereby potentially increasing the overall impact of communication as users would not feel overwhelmed.
Frequency Capping predominantly applies to promotional messages transmitted through WhatsApp Business API templates. However, some communications remain unaffected:
- Customer Interactions: Day-to-day customer interactions within a 24-hour window are not affected.
- Advertisement Messages: Messages related to Click-to-WhatsApp advertisements are still permissible.
With the introduction of Frequency Capping, businesses are encouraged to revise their WhatsApp marketing strategies:
- Quality Over Quantity: Focus on sending messages that genuinely enrich your customer's experience.
- Engage Meaningfully: Engage more profoundly with your customers through engaging two-way conversations.
- Adapt and Experiment: Continually experiment and adapt your frequency based on real-time insights.
Frequency Capping is a new feature that limits the number of marketing messages that can be sent to a user in India within the span of one week.
To address the message overload experienced by users, leading to a lower Return on Investment (ROI) for marketing messages.
Starting February 6, 2024, these limits apply to template messages sent to a select group of WhatsApp users in India. By February 13, 2024, the rules will include all WhatsApp users with an Indian phone number.
It affects only marketing messages to users in India with a (+91) country code.
No, session messages and Click-to-WhatsApp Ad (CTWA) retargeting campaigns will remain unaffected by Frequency Capping.
The limit applies solely to marketing template messages intended to open a new marketing conversation. If a marketing conversation is already active between a business and a WhatsApp user, any marketing template messages sent will not be affected by this limit.
Yes, messages that blend utility and marketing content may not get delivered as they fall under the category of marketing messages.
Meta has conducted data research and found that the delta affecting the number of messages that get capped will be very low, resulting in a low number of failed messages.
Remember, Frequency Capping is focused on the cumulative user experience, taking into account all marketing messages received from various businesses, not just yours. Adapt and grow with this exciting transformation, and remember to put your audience at the heart of your marketing initiative.
Get Acquainted with Frequency Capping
Frequency Capping is a pro-user feature rolled out by Meta. It limits the volume of marketing messages a WhatsApp user can receive within a specific timeframe, across all brands.
- Example: After the implementation of frequency capping, an end user can only receive messages from a limited number of brands (e.g., '15') in a rolling 7-day window.
- Dynamic Nature: Meta dynamically decides these limits to protect the channel’s user experience and does not share specifics with businesses.
The Motive Behind The Update
The core aim of Frequency Capping is to enhance the user's experience on WhatsApp by preventing a flood of marketing messages, thereby potentially increasing the overall impact of communication as users would not feel overwhelmed.
Which Messages Are Affected By Frequency Capping
Frequency Capping predominantly applies to promotional messages transmitted through WhatsApp Business API templates. However, some communications remain unaffected:
- Customer Interactions: Day-to-day customer interactions within a 24-hour window are not affected.
- Advertisement Messages: Messages related to Click-to-WhatsApp advertisements are still permissible.
Rethinking Communication Strategy
With the introduction of Frequency Capping, businesses are encouraged to revise their WhatsApp marketing strategies:
- Quality Over Quantity: Focus on sending messages that genuinely enrich your customer's experience.
- Engage Meaningfully: Engage more profoundly with your customers through engaging two-way conversations.
- Adapt and Experiment: Continually experiment and adapt your frequency based on real-time insights.
Frequently Asked Questions About Frequency Capping
What is Frequency Capping?
Frequency Capping is a new feature that limits the number of marketing messages that can be sent to a user in India within the span of one week.
Why did Meta introduce Frequency Capping?
To address the message overload experienced by users, leading to a lower Return on Investment (ROI) for marketing messages.
When do the per-user marketing template message limits take effect?
Starting February 6, 2024, these limits apply to template messages sent to a select group of WhatsApp users in India. By February 13, 2024, the rules will include all WhatsApp users with an Indian phone number.
Does Frequency Capping affect all users?
It affects only marketing messages to users in India with a (+91) country code.
Will session messages and CTWA retargeting campaigns be affected?
No, session messages and Click-to-WhatsApp Ad (CTWA) retargeting campaigns will remain unaffected by Frequency Capping.
What messages does the limit apply to?
The limit applies solely to marketing template messages intended to open a new marketing conversation. If a marketing conversation is already active between a business and a WhatsApp user, any marketing template messages sent will not be affected by this limit.
Does the limit apply to messages that are a mix of utility and marketing?
Yes, messages that blend utility and marketing content may not get delivered as they fall under the category of marketing messages.
What research has Meta conducted regarding Frequency Capping?
Meta has conducted data research and found that the delta affecting the number of messages that get capped will be very low, resulting in a low number of failed messages.
Remember, Frequency Capping is focused on the cumulative user experience, taking into account all marketing messages received from various businesses, not just yours. Adapt and grow with this exciting transformation, and remember to put your audience at the heart of your marketing initiative.
Updated on: 01/05/2024
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