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:

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?

Video Tutorial

Step-by-Step Instructions

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.