- From Feb 13th in India: number of marketing HSMs being received by a user is being limited by Meta, this is being termed as frequency capping. Which means, Meta by themselves block the a marketing HSM from being received by the contact if the contact has received more than their limit of marketing messages (across all business)
- The limit of how many HSMs can a person receive is not mentioned by Meta, and when this limit refreshes (is it daily/weekly etc)
- From April 1 globally: The quality score now includes read rates as the key factor, in addition to traditional metrics like blocks and reports. The aim of this process is improving engagement, and ultimately better return-on-investment for businesses. (read more here)
- There will be separate error codes sent by Meta if a broadcast message is not sent to the user because of either of these reasons, these can be found in the Facebook Business Manager of the org.
What this means
- It is likely that all messages being sent to the contacts as triggers (or broadcasts) will not reach the users because of either of the above 2 points.
- This regulation by Meta is a move towards making WhatsApp seem less “spammy” and prevent from getting more than a certain number of marketing messages.
What you can do
- A contact receiving message from you is dependent on how many marketing messages they have already received in the given week or day. This is out of control for orgs and depends entirely on the contact, and how many marketing messages they are receiving overall from other businesses.
- For the change 2, it is recommended that, strategise sending broadcasts to larger collections (more than 2.5k contacts) such that you are able to broadcast in tranches.
- When applying for new HSM, consider the following hack to reword a marketing HSM as a utility HSM (read more on how you can do this here)