What is frequency capping?

Frequency capping limits the number of WhatsApp marketing messages users receive during a certain period of time. This way, Meta encourages businesses to review their campaign policies and make them more relevant to users.

Frequency capping basics

Although frequency capping may not apply to you, subscribers will still probably not receive your messages for some time due to WhatsApp's restrictions. For example, a user will only be able to receive a certain number of marketing messages from five different companies within a seven-day period. At the same time, businesses won't be able to determine subscribers’ frequency caps.

Frequency capping applies only to template messages that initiate new conversations.

Before concluding that your messages aren't being received due to frequency capping, make sure to check for other possible reasons. Meta Developer FAQs cover these reasons. If you are sure that frequency capping is the reason, you might want to review your communication strategy — create high-quality content and maximize your chatbot message engagement.

Subscriber statuses

Subscribers that do not receive messages due to frequency capping gain the Invalid status in your chatbot audience. You will see the "Rejected: Message Undeliverable" error in your campaign statistics and chats.

The contact will be moved back to the Active status after interacting with your bot — for example, if they message you or click your message button.

Read also: WhatsApp documentation.

Last Updated: 11.07.2024