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WhatsApp is tightening its grip on spam by introducing new limits on how many messages users and businesses can send to people who don’t respond. The goal: to make the app less noisy and more meaningful for conversations that actually matter.
Over the years, WhatsApp has evolved far beyond personal chats. With the addition of groups, communities, and business messaging, the platform has become a hub for all kinds of interactions—some welcome, others not so much. Now, Meta is stepping in to curb the flood of unwanted messages that often overwhelm users’ inboxes.
Here’s how it will work: every message you send to someone who hasn’t replied yet will count toward a monthly limit. That applies to both individuals and businesses. For example, if you meet someone at a conference and send them three follow-up messages without hearing back, all three count toward your limit.
WhatsApp hasn’t disclosed the exact limit yet—it’s still running tests in multiple countries—but the company says users will be notified as they approach it. A pop-up warning will show how many messages they’ve sent, giving them time to slow down before being temporarily blocked from sending more.
A Meta spokesperson told TechCrunch that average users won’t notice much difference, since most conversations are two-way. The change is aimed at spammers and overly aggressive marketers who flood inboxes with messages to strangers.
This move builds on WhatsApp’s recent efforts to reduce spam and protect user experience:
In July 2024, it began testing limits on the number of marketing messages a business can send monthly.
In 2024, it also introduced an “unsubscribe” option, allowing users to opt out of promotional messages while still getting customer support updates.
Earlier this year, WhatsApp began limiting broadcast messages, and that experiment has since expanded to more than a dozen countries—including India, one of its largest markets with over 500 million users.
These gradual restrictions reflect WhatsApp’s balancing act: expanding its business features while keeping the platform personal and trustworthy.
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