WhatsApp announced today that it will introduce restrictions on the number of broadcast messages users and businesses can send in an effort to reduce spam on the platform.
In the coming weeks, the messaging service will begin testing limits on individual broadcast messages, imposing a monthly cap on the number of broadcasts a user can send. While the exact limits may vary during the trial period, Meta, WhatsApp’s parent company, suggested an initial limit of 30 broadcasts per month. Users who wish to communicate with a broader audience will be encouraged to utilize Status updates or channels instead.
WhatsApp is also considering implementing similar restrictions for business accounts, which currently have unlimited access to free broadcast messaging. The company plans to introduce a paid version of this feature, offering additional tools for businesses. As part of this transition, WhatsApp will test new customized broadcast messages designed for product updates and holiday promotions. Business account users will also gain the ability to schedule messages.
During the pilot phase, merchants will be allowed to send 250 customized broadcast messages for free before incurring charges for additional messages. However, WhatsApp has not yet disclosed the pricing for these paid messages.
The company’s rationale for these changes is to allow users to receive occasional broadcast messages without feeling overwhelmed. WhatsApp has already implemented measures to curb spam, such as limiting the number of marketing messages a user receives daily. Last year, the platform also introduced an “unsubscribe” feature that enables users to opt out of certain business messages without blocking the sender.
WhatsApp Business has become a key revenue driver for Meta in recent years, as highlighted in the company’s earnings reports. The platform provides businesses with free access to essential features such as a business profile, landing page, and product catalog, while charging for various messaging services, including marketing, utility, service, and authentication messages.
Previously, Meta primarily monetized WhatsApp Business through its API-powered messaging solutions and the optional Meta Verified subscription. The upcoming paid broadcast messaging feature marks one of the first monetized offerings available to businesses outside of API usage, creating an additional revenue stream for Meta.
