WhatsApp to Limit Broadcast Messages for Users and Businesses
WhatsApp, the popular chat platform, announced a new initiative to combat spam on the app by limiting the number of broadcast messages that individual users and businesses can send. This move comes as part of the company’s ongoing efforts to enhance user experience and reduce unwanted messages flooding inboxes.
Testing Limits on Broadcast Messages
In the coming weeks, WhatsApp will begin testing limits on individual broadcast messages. These limits will include a monthly cap on the number of broadcasts that can be sent. During the testing phase, there will be varying limits in place, with one example provided by Meta, the parent company of WhatsApp, being a maximum of 30 messages per month.
Meta also suggested that users looking to send more messages to a larger audience could utilize alternative features such as Status updates or channels. This shift aims to encourage users to be more selective in their messaging and prevent mass spamming.
New Features for Business Accounts
Furthermore, WhatsApp is considering implementing similar restrictions on broadcast messages from business accounts. Previously, WhatsApp Business accounts could send unlimited broadcast messages at no cost. However, the company plans to introduce a paid version of this feature, offering additional tools to enhance the messaging experience for businesses.
In the upcoming months, Meta will roll out new customized broadcast messages tailored for product updates or holiday sales. Additionally, business account users will have the ability to schedule messages for optimal timing. During the initial testing phase, merchants will receive 250 complimentary customized messages before being required to pay for additional messages. The pricing details for these messages have not yet been disclosed.
The rationale behind these changes is to ensure that users can still receive relevant broadcast messages without being inundated with excessive communication. WhatsApp has been taking proactive steps to reduce spam, including limiting the number of marketing messages users receive daily. Additionally, the app introduced an “unsubscribe” feature last year, enabling users to opt-out of specific message types from businesses without blocking the account entirely.
Impact on Meta and Revenue Generation
Over the past few years, WhatsApp Business has emerged as a key asset for Meta, with revenue steadily increasing. Company executives have highlighted the significance of WhatsApp Business in quarterly earnings calls. Meta’s strategy involves providing merchants access to the WhatsApp Business app for free, offering features like a landing page, business profile customization, and catalog creation. However, charges apply for various message types, including marketing, utility, service, and authentication messages, when merchants utilize the API-powered solution.
In addition to API charges, Meta previously only levied fees for the optional Meta Verified subscription. The introduction of paid broadcast messaging features will mark a significant shift for merchants who do not utilize APIs, representing a new revenue stream for Meta.
Amidst these changes to broadcast messaging, WhatsApp is also updating the logo of its WhatsApp Business app to reflect the evolving nature of the platform.
As WhatsApp continues to evolve its messaging features and enhance user engagement, these new initiatives are poised to shape the future of communication on the platform. With a focus on user experience, spam prevention, and revenue generation, WhatsApp’s efforts underscore its commitment to providing a seamless messaging experience for users and businesses alike.
