Marketing Message Frequency Capping
Message Capping helps you control how often a user receives messages from your brand. This ensures users don’t get spammed while still receiving important updates or offers.
You’ll find this under Settings → Channels → WhatsApp → Advanced Settings → Message Capping.
What is Message Capping?
Message Capping allows you to define the maximum number of messages that can be sent to a single user within a defined time period.
There are two types of message caps you can control:
Marketing Messaging Capping Limits promotional or marketing broadcast messages.
Utility Fallback Message Capping Limits automated fallback messages that are triggered if a delivery fails or requires retry via Utility Fallback Message.
How to set the Marketing Message Frequency Cap?
Configure Utility Fallback Message Frequency
In the same section, locate the settings for utility fallback messages (messages that are triggered when a marketing message fails). Enable and configure the frequency cap for these utility fallback messages as well. For example, you may choose to send a maximum of 1 message per user per day.
Why should you use Message Capping?
Message Capping is useful when you want to:
Avoid sending too many messages to the same user within a short time.
Improve customer experience and prevent spam complaints.
Stay compliant with various data-privacy and jurisdiction-based messaging rules.
Maintain a clean sender reputation to avoid opt-outs.
Where does this apply?
Message capping applies across all marketing messages triggered via any mode - Broadcasts, Campaigns, Journeys, APIs or manual messages. If the limit is reached within the configured time window—that message will be skipped automatically.
What happens when caps are OFF?
If the toggle is disabled:
There are no limits
The system will send all scheduled messages
By default, capping is turned OFF until you enable it.
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