# Marketing Message Frequency Capping

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:

1. **Marketing Messaging Capping**\
   Limits promotional or marketing broadcast messages.
2. **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?

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This process shows how to limit the number of WhatsApp marketing and utility fallback messages sent to a single user within a defined time period, helping you avoid over‑messaging and reducing spam.
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### Open Profile Settings

From the left navigation menu, go to **Profile View** and click on it.\
In the Profile View, locate **Settings** and click on it to open the configuration options.
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### Access WhatsApp Channel Configuration

In the Settings area, you will see a list of all connected channels. Select **WhatsApp** to open its specific configuration options.
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### Open Advanced Settings for WhatsApp

Within the WhatsApp configuration page, scroll down to the bottom.\
Locate the **Advanced Settings** section and expand it.\
In Advanced Settings, find the **Message Capping** option, which may currently be unset.\
Click **Change** to modify the message capping configuration.

<figure><img src="https://1325107618-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FePPO97Ju334NhhCzTEZP%2Fuploads%2FRYa0uSM4JoXIabfxeOij%2FScreenshot%202025-11-25%20at%207.36.44%E2%80%AFPM.png?alt=media&#x26;token=3c4e0eb3-4a85-47f1-b673-934896848565" alt=""><figcaption></figcaption></figure>
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### Enable and Configure Marketing Message Capping

Enable the **Marketing Message Capping** option.\
Define the maximum number of marketing messages allowed per user within your chosen time frame. For example, set it to send a maximum of **4 messages per user every 7 days**.

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### 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**.

<figure><img src="https://1325107618-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FePPO97Ju334NhhCzTEZP%2Fuploads%2FR28AX3y7cqMVo8XpFHhm%2Fimage.png?alt=media&#x26;token=b6d6f007-8a06-41f0-883e-8be1302aeb57" alt=""><figcaption></figcaption></figure>
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### Review and Save the Frequency Cap

Review your configured limits for both marketing and utility fallback messages to ensure they align with your communication policy and compliance requirements.\
This completes the setup of your marketing message frequency cap.
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## 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.