Restrictions for marketing messages on WhatsApp
Meta has implemented several updates to improve the quality of interactions on WhatsApp Business. In this article, we present you the key points to keep in mind about the restrictions for marketing messages on WhatsApp.
Principal changes
1. Reading rates
Meta has introduced read rates as a new quality metric. Campaigns with low read rates can be paused, which incentivizes companies to improve the relevance and quality of their messages.
2. Frequency limitation
To avoid user saturation, Meta has implemented a frequency limitation that restricts the number of marketing messages a user can receive from different brands in a specific period.
3. Template pacing
Template pacing is a strategy that sends marketing messages initially to a small group of recipients to assess their quality. If the quality is approved, the message is sent to the rest of the selected base. Negative responses can pause the template, thus ensuring high quality communications.
4. Recategorization of templates
Meta will update the template categories on a monthly basis to ensure their correct classification. This helps to maintain the relevance and accuracy of marketing campaigns on WhatsApp.
Tips to improve effectiveness
1. Opt-in and Opt-out
Ask for acceptance (opt-in) before sending messages and always offer the option to unsubscribe (opt-out). This not only complies with regulations, but also improves customer satisfaction.
2. Relevance of the message
Make sure that the first 60-65 characters of your messages are attractive and clear to capture the user’s attention from the beginning.
3. Metrics monitoring
Use the metrics dashboard to monitor read rates and quality. This tool is essential to evaluate the performance of your campaigns and make necessary adjustments.
4. Shipping strategy
Avoid saturating users with too many messages in a short period of time. A well-planned sending strategy can improve interaction and the perception of your brand.
Mistakes to avoid
1. Forward messages immediately
If you encounter errors in message delivery, do not resend them immediately. Instead, try to send them at longer intervals to avoid being marked as spam.
2. Ignoring the quality of the templates
Don’t use templates with negative feedback without improving them first. The quality of the templates is crucial to maintain the effectiveness of your campaigns.
Benefits
1. Improved user interaction and sentiment
These restrictions and enhancements in WhatsApp Business help improve read rates and increase ROI for businesses, promoting better user interaction and sentiment.
2. Ensuring the quality of the content
Early alerts on negative perceptions allow for timely adjustments, ensuring that only high quality messages are sent.
Implementing these guidelines will improve the user experience and optimize marketing campaigns on WhatsApp. Take advantage of the tools and updates that Meta offers to maintain effective and high quality communication with your customers.
