Lately, you've probably noticed more instances of WhatsApp glitches and failures. This is because Meta rolled out a new frequency capping update for its WhatsApp Business APIs. Below are some common questions our customers have been asking about Meta's frequency capping.
Q: What is the recent change?
Following the implementation of frequency capping, users are now restricted to receiving marketing messages from a set number of brands (for example, '10') within a rolling 7-day period. The timeframe is determined dynamically by Meta and is not disclosed to businesses to safeguard the user experience on the platform.
Q: What is Frequency Capping?
Frequency Capping is the latest update by Meta for Indian WhatsApp Business APIs that restrict the number of marketing template messages an individual receives from any business within one week.
Q: What is the mechanism for message delivery under Frequency Capping?
Frequency capping operates on a first-come, first-serve basis. This means that the initial batch of brands that reach the frequency cap will have their messages delivered to the end customer. However, any additional messages beyond the frequency cap will not be delivered to the end customer.
Q: What Messages Does This Affect?
The limit on marketing template messages only applies to new marketing conversations that are initiated by the business. If there is already an ongoing marketing conversation between a business and a WhatsApp user, the limit does not apply to any marketing template messages sent during that conversation. But not everything's restricted:
Your usual back-and-forth customer service chats within a 24-hour window? They're not affected.
Messages that tie back to your Click-to-WhatsApp ads? You're still good to go there.
The limit doesn't apply to utility messages.
Q: How should I adapt my WhatsApp marketing strategy with the introduction of these new regulations?
In response to the new regulations, it's crucial to pivot your approach to WhatsApp Business API. Here's how:
Emphasize Quality: Move away from mass messaging and prioritize delivering content that genuinely resonates with your audience, making each interaction meaningful.
Engage in Conversations: Utilize your initial marketing templates as a springboard to initiate meaningful dialogues with users. Once a conversation is underway, the restrictions of Frequency Capping are eased, allowing for more fluid communication.
Experiment and Analyze: Given the evolving nature of these limitations, adopting a strategy of continuous experimentation and analysis is vital. By gathering and analyzing data, you can uncover the optimal frequency of messaging that yields the best results for your business.
Q: How does Frequency Capping affect the future of WhatsApp marketing?
Although Frequency Capping poses a challenge, it prompts businesses to adopt a more deliberate approach to using the WhatsApp Business API. This shift could lead to more effective marketing strategies in the long run, potentially enhancing audience appreciation for your brand's communications.
Q: Why is my delivery rate not 100%?
Note: Please do not send the same message repeatedly to the same recipient using the WhatsApp Business API.
There can be multiple reasons why delivery rates are not 100%. Some common cases include users having sporadic access to network, being inactive for a period of time, or to create a high quality user experience.
Messages that can be delivered with WhatsApp will have a very high delivery rate. However there are many reasons why a message may not be delivered.
Messages may remain undelivered because a user's phone is out of service, or battery, or they have lost it and are getting a new one and have disabled their SIM. It is possible there are errors in the business client's ability to connect to the network.
If and when a user does reconnect to the network all the messages you sent will be delivered to them. Receiving more than one message with the same content will be a bad experience for them. They will be more likely to block you or complain. You will be more likely to be banned.
If you are seeing low delivery rates over a prolonged period of time, please file a support ticket.
Q: Is it possible to bypass the message delivery limit on festivals and holidays?
While there might be a chance to bypass this limit during festivals and holidays, the system won’t specify reasons for message-sending failures, although probable reasons will be shared.
Please read more about this frequency capping on the Meta article here.