Understanding WhatsApp Marketing Message Limits in Your CRM
About WhatsApp Marketing Message Limits
WhatsApp enforces limits on how many marketing template messages a single user can receive from businesses within a specific timeframe. This policy is designed to prevent user fatigue and ensure that the messages that are delivered are more likely to be read and engaged with. These limits are dynamic and can change based on a user's recent activity and engagement levels.
How These Limits Work
The limit applies specifically to marketing template messages that initiate a new conversation. Once a marketing conversation is open, you can send one additional marketing template. You can send further marketing templates within that conversation only after the contact has responded to a message. Importantly, standard, non-marketing messages sent within an active 24-hour conversation window do not count toward this limit.
Limitations for US Phone Numbers
Currently, WhatsApp does not deliver marketing template messages to users with phone numbers from the United States (numbers with the +1 country code). Attempting to send a marketing message to a US number will result in an error. For communicating with US-based contacts, you should use Utility or Authentication message templates instead, which are intended for transactional purposes.
Excluded Countries
These per-user marketing limits are not active for messages sent from, or received in, the European Economic Area, the United Kingdom, Japan, or South Korea. Businesses with audiences primarily in these regions are not currently subject to these specific restrictions, though other general messaging limits still apply.
Handling Error Code 131049
If a marketing message fails to deliver because the recipient has reached their limit, your CRM will receive a webhook notification with error code 131049. To maintain effective campaign delivery, it is recommended that you wait at least 24 hours before trying to resend the marketing template to that user. Repeated retry attempts within a short period can lead to further delivery restrictions for that specific user for up to 24 hours.
Best Practices for Your Campaigns
- Segment Your Audience: Focus your marketing efforts on contacts who are most likely to engage.
- Respect the 24-Hour Rule: Wait a full day after receiving error code 131049 before retrying a failed delivery.
- Use Alternative Templates for the US: For contacts with US numbers, utilize Utility or Authentication message templates for necessary communications.
- Prioritize Quality: Send relevant, personalized content to foster meaningful conversations and improve engagement rates.