As of April 1, 2025, WhatsApp (Meta) has decided to temporarily pause the delivery of any marketing template messages to customers with US phone numbers (+1 calling code and US area codes). This move from Meta intends to improve the customer experience and to drive better business outcomes. Learn more

WhatsApp will limit the number of marketing template messages users receive from any business during a specific period. They might start by delivering fewer marketing messages to users who are less likely to engage with them. These users are identified based on their recent marketing message read rate and the current number of messages in their inbox from friends, family, and businesses.

WhatsApp has discovered that limiting the number of marketing messages a user receives will help increase the chances that the user will engage with those messages. Through this move, WhatsApp aims to enhance the overall experience of its users, which can be analyzed by metrics such as the number of messages a user reads, their general feeling toward receiving them, and the like. By limiting the number of business messages, WhatsApp ensures that users feel they receive valuable content rather than feeling overwhelmed by too many business messages.

WhatsApp is adjusting its rules to match the per-user limits with their upcoming per-message pricing. According to this, users will have a set limit on how many marketing messages they can receive, and each message a business sends contributes to that limit. Once the limit is reached, the user will stop receiving further messages from that business. Previously, the limits used to be on starting new marketing conversations. But now, every message a business sends counts towards the limit, except for those within a 24-hour window for customer service interactions that are initiated by the user.