WhatsApp is preparing to implement new restrictions on broadcast messages for both individual users and businesses.
Highlights
These changes are intended to reduce spam and enhance user experience by limiting how frequently messages can be sent to large groups of contacts.
New Limitations on Broadcast Messaging
In the coming weeks, WhatsApp will begin testing monthly caps on broadcast messages for individual users.
While the exact limit is yet to be finalized, Meta has proposed an example cap of 30 messages per month. Users who want to share updates more frequently with a larger audience are encouraged to use Status updates or Channels instead.
Businesses using WhatsApp Business accounts will also see adjustments to how they engage with customers through broadcast messaging.
Previously, businesses could send unlimited broadcast messages for free. Under the new policy, Meta plans to introduce a paid version of the feature with additional tools for business communication.
During the pilot phase, businesses will receive 250 customized messages for free for promotions or product updates, after which additional messages will be available for a fee. However, Meta has not yet disclosed specific pricing details for the paid service.
Existing Constraints on Broadcast Messaging
WhatsApp has historically placed certain restrictions on broadcast messages. Currently, each broadcast list is limited to 256 contacts, and businesses using the platform are subject to daily messaging limits, allowing messages to be sent to up to 1,000 recipients per day.
These measures are designed to maintain service quality and prevent excessive promotional messaging.
Additionally, WhatsApp has introduced several anti-spam measures over the past year, including daily marketing message limits and an “unsubscribe” feature, allowing users to opt out of specific business messages without blocking the sender.
Changes to WhatsApp Business Pricing Model
Alongside the broadcast message limitations, Meta is revising the pricing model for the WhatsApp Business Platform.
Beginning April 1, 2025, businesses will transition from a per-conversation pricing model to a per-template message pricing model. This adjustment is intended to simplify pricing and provide businesses with more predictable costs for their messaging strategies.
WhatsApp Business has become an important revenue driver for Meta, with company executives emphasizing its growth in earnings reports.
The platform has traditionally offered business profiles and product catalogs for free, monetizing its services through API-driven messaging. The upcoming paid broadcast feature represents an expansion of this monetization approach.
Upcoming Design Updates
In addition to changes in messaging limitations and pricing, WhatsApp is also working on a design update, including a new logo for WhatsApp Business.
While a timeline for this redesign has not been provided, these changes signal a broader shift in how businesses and users interact on the platform.
Skype launches with basic broadcast messaging restrictions, such as a limit of 256 contacts per broadcast list.
WhatsApp introduces daily messaging limits and other anti-spam features for businesses to curb excessive promotional content.
Additional measures are implemented, including an “unsubscribe” feature and stricter limits to reduce spam and improve service quality.
WhatsApp announces new broadcast messaging limits: individual users face monthly caps (e.g., 30 messages/month), while businesses transition to a per-template message pricing model.
As WhatsApp continues evolving its messaging features, users and businesses should stay informed about these updates and consider how they might impact their communication strategies.
