WhatsApp has recently unveiled a pivotal update that is poised to reshape the messaging landscape for millions of its users. This change, which affects both individual users and businesses, introduces a cap on the number of messages that can be sent each month. The announcement follows Meta’s launch of an AI virtual assistant for users in the UK, marking a significant step in the company’s ongoing evolution.
As reported by TechCrunch, the new limitations will specifically target individual broadcast messages—a feature that enables users to send identical messages to multiple contacts simultaneously. Unlike group chats, recipients will receive these messages privately, without visibility into who else has received them.
Broadcast Messaging Changes
Under the proposed guidelines, users may need to rely on status updates or channels to communicate with larger audiences, contingent upon the monthly limits that Meta is currently testing. One possibility mentioned is a restriction of just 30 broadcast messages per month. Furthermore, similar constraints are being considered for business accounts, which until now enjoyed the privilege of sending unlimited broadcast messages at no cost.
In a bid to enhance the user experience and reduce spam, Meta is also planning to introduce a paid version of the broadcast messaging feature for businesses, equipped with additional tools. Business account users will soon gain the ability to schedule messages, allowing for more strategic communication. During the trial phase, merchants will receive 250 customized messages for free, with the option to purchase additional messages, although pricing details have yet to be disclosed.
Meta’s initiative aims to combat the growing issue of spam within the app. The company has previously implemented measures to limit the number of marketing messages users receive daily and has experimented with an “unsubscribe” feature, enabling users to opt out of communications from specific businesses.
Despite these changes, WhatsApp business owners will retain access to essential features at no cost, including a landing page, a business profile, and the ability to create a product catalog. However, Meta plans to introduce charges for various types of messages—such as marketing, utility, service, and authentication—when businesses utilize the application programming interface (API) that connects their operations with external partners and developers.
New Paid Features on the Horizon
The forthcoming broadcast messaging feature will mark one of the initial paid offerings for merchants who do not utilize APIs. Meta has confirmed this new initiative, indicating a shift in how businesses will engage with customers through the platform.
