What is frequency capping?

You must have noticed high failure rates on Marketing templates broadcasting the major question is why is it happening?

Error: This message was not delivered to maintain healthy ecosystem engagement.

Documentation by meta: https://developers.facebook.com/docs/whatsapp/cloud-api/support/error-codes/

The failure is due to Frequency capping, to understand the same in a better way, kindly check the message below

"Frequency Capping is a method rolled out by Meta. This functionality limits the volume of marketing messages a WhatsApp user can receive within a specific timeframe, from across brands.

For instance, after the launch of frequency capping, the end user can only receive messages from a limited number of brands (e.g., ’15’) in a rolling 7-day window. The window is dynamically decided by Meta and cannot be shared with the end business to protect the channel’s user experience."

"It’s also interesting to note, the set boundaries are not static. Meta dynamically alters them, thereby encouraging businesses to strategize their outreach smartly and thoughtfully."

The Motive Behind the Update: The core aim of Frequency Capping is to enhance the user’s experience on WhatsApp by preventing a flood of marketing messages. It’s essential for the numbers to engage regularly—not just with a single business, but across multiple businesses. This approach will help mitigate the Frequency Capping issue effectively.

Additionally, when we refer to interaction, it’s important to emphasize that any message containing a Call to Action (CTA) should encourage users to click and engage accordingly.

CONCLUSION- The failure is due to frequency capping and this depends on how a customer is interacting with your Marketing messages, as well as, with other Brand's message. If a user is not interacting with any business, then to protect this ecosystem of interaction, META utilizes Frequency Capping.

To effectively mitigate the issue at hand, your team can implement the following preventive measures:-

1. Initial Engagement: Start with a broadcast message categorized as Utility, followed by a Marketing category broadcast to ensure a smooth transition.

2. Opt-Out Feature: Include an easy opt-out option in all broadcasts to respect recipient preferences.

3. Engaging Content: Enhance message interactivity and engagement to capture the audience's attention effectively.

4. Optimized Lead Targeting: Focus on broadcasting to well-targeted leads to maximize reach and minimize failure rates.

5. Non-Promotional Approval: Ensure that non-promotional messages receive approval under the Utility category rather than the Marketing category for better compliance.

By implementing these strategies, you can foster a more effective communication approach while respecting your audience's preferences.