WhatsApp, the globally popular messaging platform owned by Meta, has announced a significant update aimed at reducing spam across its network. In the coming weeks, the company will roll out restrictions on the number of broadcast messages that individual users and businesses can send. This move is designed to maintain the platform’s quality and prevent users from being overwhelmed by excessive messages.
New Limits on Broadcast Messages
Meta has revealed that it will begin testing limits on how many broadcast messages users can send per month. While the specific threshold may vary during the testing phase, one example shared by the company suggests users may be allowed to send up to 30 broadcast messages per month.
For users who want to reach a large audience beyond this limit, WhatsApp suggests leveraging Status updates or Channels, both of which offer alternative ways to share information widely.
WhatsApp Business Accounts to Face Restrictions
Until now, businesses using WhatsApp Business accounts could send unlimited and free broadcast messages. However, this will soon change. Meta is introducing a paid version of the broadcast messaging feature, which will come with additional tools for businesses.
As part of this transition, WhatsApp will be testing customized broadcast messages tailored for product updates, holiday sales, and promotional campaigns. During the trial phase, business accounts will receive 250 customized messages for free. Beyond this, businesses will need to pay to send additional messages. While Meta has not yet disclosed the pricing structure, this shift signals a major change in how businesses engage with their customers on WhatsApp.
Why WhatsApp is Implementing These Changes
Meta’s rationale behind these new limits is to strike a balance between enabling businesses and individuals to communicate effectively while preventing message overload and unwanted spam. The company has already taken steps to combat spam, including:
- Capping the number of marketing messages users receive per day.
- Introducing an ‘unsubscribe’ feature, which allows users to opt out of certain types of messages without blocking the sender.
These initiatives aim to enhance user experience and prevent the misuse of WhatsApp’s messaging system.
WhatsApp Business – A Key Revenue Driver for Meta
Over the past few years, WhatsApp Business has evolved into a significant revenue stream for Meta. The platform allows businesses to create detailed profiles, set up catalogs, and engage with customers seamlessly. Meta’s approach has been to offer the WhatsApp Business app for free with basic features, while charging businesses for premium messaging services.
Currently, Meta monetizes WhatsApp Business in two primary ways:
- API-Based Charges: Businesses using WhatsApp’s API pay for different types of messages, including marketing, utility, service, and authentication messages.
- Meta Verified Subscription: A premium feature that provides additional business tools and credibility verification.
The upcoming paid broadcast messaging feature will be the first monetized messaging tool for businesses outside of the API ecosystem, expanding Meta’s revenue sources.
Additional Updates: WhatsApp Business App Gets a Logo Makeover
In addition to these policy changes, WhatsApp is also making a subtle yet significant update to its WhatsApp Business app’s branding. While details of the redesign remain undisclosed, it reflects WhatsApp’s commitment to continuously evolving its business-focused services.
The Future of Business Communication on WhatsApp
With these changes, Meta aims to refine the balance between engagement and spam prevention. While some businesses may find the new limitations restrictive, others may benefit from the enhanced customization and scheduling tools that come with the paid messaging model.
As WhatsApp remains a crucial tool for businesses worldwide, these adjustments mark a new era of structured, high-quality messaging—one that prioritizes user experience while providing businesses with meaningful ways to connect with their customers.
Stay tuned as WhatsApp rolls out these changes in the coming months, and keep an eye out for further updates on pricing and feature enhancements.
