WhatsApp to Limit Broadcast Messages for Users and Businesses
WhatsApp has announced plans to restrict the number of broadcast messages that both individual users and businesses can send, in a bid to reduce spam on the platform.
The company revealed that it will begin testing monthly limits on broadcast messages for personal accounts in the coming weeks. While the exact cap may vary during the trial phase, Meta provided an example of a 30-message limit per month.
For users who wish to reach a larger audience, WhatsApp suggested using Status updates or Channels as alternatives.
WhatsApp Business to Face New Restrictions
WhatsApp is also considering imposing similar restrictions on broadcast messages for business accounts. Previously, business users could send unlimited broadcast messages for free. However, Meta plans to introduce a paid version of the feature, which will include additional tools.
As part of this transition, businesses will soon be able to send customized broadcast messages for product updates or promotional campaigns, as well as schedule messages. During the initial rollout, merchants will receive 250 free customized messages, after which they will have to pay for additional usage. Pricing details for these messages have not yet been disclosed.
Meta’s Push for a Better User Experience and New Revenue Streams
The move is part of WhatsApp’s broader effort to reduce spam and enhance the user experience. Last year, the company tested an “unsubscribe” feature, allowing users to opt out of unwanted business messages without blocking the sender. It has also implemented daily limits on marketing messages to prevent excessive promotional content.
For Meta, WhatsApp Business has become a key revenue driver, with steady growth in recent years. The company currently offers free tools such as a business landing page, profile setup, and product catalog creation. However, it monetizes the platform through API-powered messages for marketing, authentication, and customer service.
The new paid broadcast messaging feature will be one of the first non-API monetization strategies for WhatsApp Business, opening another revenue stream for Meta.
In addition to these changes, WhatsApp has also announced a logo update for its Business app.
