Meta Limit

Per-User Marketing Template Message Limits

What’s Changing: Businesses will now face restrictions on how frequently they can send marketing template messages to users. This limit is not just for individual businesses but applies to the total number of marketing templates a user can receive from all businesses within a specific time frame.

What Does This Mean for Your Business?

• Marketing template messages sent to users may be restricted if the user has already received a certain number of marketing templates from you or other businesses.
• This could result in instances where a message from your business doesn’t reach the user, even if it’s the first marketing message they’re receiving from you on that day.
• Businesses are limited to sending only two marketing template messages within a 24-hour window to a user unless the user responds. Once a user replies, free-form messages can be sent without any limits.

Purpose of the Change: Meta’s goal with these restrictions is to reduce message overload, avoid spam, and ensure that users engage more with the messages they do receive. By limiting the number of marketing templates, Meta aims to foster higher engagement, particularly in less active conversations.

Impact on Conversations:

• These limitations only apply to marketing template messages that would start a new conversation.
• Ongoing conversations between your business and users are not affected by these limits, so you can continue engaging with users once a conversation is active.
• These limitations major impact the users who are less likely to reply to you or engage with your business.

Error Message:

Error Code	Error Details	Reason
131049	This message was not delivered to maintain a healthy ecosystem engagement. or In order to maintain a healthy ecosystem engagement the message failed to be delivered	Meta chose not to deliver. The message was not delivered by Meta due to reaching the message limit for the user. Please retry with increasing longer intervals until the message is delivered.
131042	There was an error related to your payment method.	Common problems: Payment account is not attached to a WhatsApp Business Account WhatsApp Business Account is deleted WhatsApp Business Account is suspended Exceeded conversation free tier threshold without a valid payment method

How to Prevent This Error

If you’re encountering this issue, here’s how you can adjust your approach:

1. Space Out Your Marketing Messages

• Avoid sending multiple marketing messages to the same user within a short timeframe.
• Allow time for users to engage with the first message before sending another.

2. Focus on Engagement

• Encourage users to respond to your messages. When a user responds, you gain the ability to send additional marketing messages within the same conversation window.
• Use interactive content like quick replies or buttons to prompt engagement.

3. Leverage Active Conversations

• When you already have an open marketing conversation with a user, focus on nurturing it. You can send follow-ups or additional messages within the same conversation window.

4. Avoid Immediate Resending

• If your message fails due to the limit, do not resend it immediately. Instead, retry in increasing time intervals:
  • First retry: After 12 hours.
  • Second retry: After 24 hours.
  • Third retry: After 48 hours.

5. Segment Your Audience

• Prioritize sending messages to users who have shown previous engagement.
• Tailor messages to match user preferences, making them more relevant and likely to be read.