- SkaleBot
- Posts
- Your WhatsApp Messages aren’t Failing - They’re getting capped!
Your WhatsApp Messages aren’t Failing - They’re getting capped!
WhatsApp Frequency Capping: A Guide for Businesses
“Why 1/4th of my WhatsApp Marketing messages isn’t delivering?”
Yes, we hear this every day.
But no - it’s not your copy, creatives, it’s not your Business number. And no, Meta doesn’t have beef with you. What you're experiencing is frequency capping. Think of it as a traffic cop Meta hired… to manage WhatsApp streets.
Let’s explain it like you're in traffic with 30 other brands.
Imagine WhatsApp as a Busy Street 🚦
Every message you send = a car. Eventually, something’s gotta give. |  |
What is Frequency Capping?
It’s Meta’s way of saying:
“Too many brands. Too many messages. Let’s keep it sane.”
Frequency capping is a feature introduced by Meta to limit the number of marketing messages a user can receive from different brands within a specific timeframe.
This means each user can only receive a limited number of marketing messages from different brands within a rolling 7-day window.
Here’s what they did:
They added a 7-day cap for marketing messages for user Numbers.
It applies across all businesses, not just yours
Once the user hits their cap, your message hits a wall — even if your flow is perfect
And Meta dynamically adjusts this limit to ensure a balanced experience for all users. This encourages businesses to strategize their outreach carefully and deliver high-quality, relevant messages to stand out.
Only Marketing conversations are affected.
⚠️ Ongoing convos, OTPs, updates, utility messages all are safe.
Why Meta Did This
To prevent spam — because let’s be honest, it was getting wild out there
To protect user experience — nobody wants 12 “Hi Sir, pls check this offer” texts in a day
To push quality over quantity — finally.
What You Can Actually Do
Let’s fix the flow. Smartly.
1. Track delivery fails.
Use your SkaleBot campaign analytics to track the failed rate
SkaleBot Campaign Analytics tab
2. Retry with intention.
For failed contacts we are not charging, so space out your retries, create group of failed contacts in SkaleBot and re-run the campaign after 3–6 hours or one or two days.
3. Rethink campaign volume.
Stop flooding, Start planning windows. Choose fewer, higher-impact messages - and save your bullets.
4. Choose MM lite
Meta has introduced new update for businesses, Marketing Messages Lite API (MM Lite API) – a new breakthrough in WhatsApp outreach that delivers up to 9 to 30% more reach, higher engagement in Marketing messages. Read more about MM lite here⤵️
Meta’s frequency capping isn’t a bug or glitch : it’s a shift in how marketing on WhatsApp now works.
The rules have changed, and brands that adapt will win.
This is no longer about who sends the most,
It’s about who sends what matters, to the right people, at the right time and who are ready to re target and keep the conversation going.
Till next time,
Team SkaleBot