Overview

WhatsApp may limit the number of marketing template messages an end user receives from businesses within different periods of time by delivering fewer marketing template messages to those users who are less likely to engage with them.

In most WhatsApp markets (outside the US), this is determined based on a number of factors, including a dynamic view of an individual’s recent marketing template message read rate and how many messages they currently have in their inbox from friends, family and businesses. In the US, starting from April 1, 2025, end users will be unable to receive marketing template messages from businesses on WhatsApp.

Frequently Asked Questions

How do the WhatsApp marketing template message limits work?

Until WhatsApp's upcoming pricing changes come into effect for Twilio customers on July 1, 2025, the limit applies to marketing template messages that open a new marketing conversation. Businesses can send one additional marketing template message if a marketing conversation is already open between them and the end user (eg. the end user has replied to an initial marketing template).

After July 1, every marketing template message delivered will count towards the per user marketing limit with the exception of marketing template messages inside a 24-hour customer service window (eg. any time an end user sends a message to you). Marketing template messages sent within this window will not count towards the limit for that end user.

WhatsApp will continue to refine this approach and we will reflect any changes to the approach in this article.

Why does WhatsApp limit marketing template messages?

WhatsApp has found that per-user marketing template limits maximize message engagement and improve the user experience, measured through improvements in user read rates and sentiment. This limit helps WhatsApp users find business messaging more valuable and feel less like they receive too many business messages.

The pause on marketing template messages to the U.S. is intended to allow WhatsApp to focus on building a better consumer experience there, which will ultimately lead to improved outcomes for businesses.

How do I know if my messages sent through Twilio have been blocked due to WhatsApp’s marketing template message blocks?

Marketing template messages that have been blocked by WhatsApp will fail on Twilio with error code 63049.

What can I do if my messages are failing with error 63049?

If you are sending marketing template messages to end users in the U.S. over WhatsApp after April 1, 2025, you will need to use an alternative channel such as SMS and MMS. See here for more information.

If you are sending to end users outside of the US, you should avoid immediately resending the marketing template message. Doing so will only result in another error response since the limit may be in effect for differing periods of time. Instead, retry sending the message in increasingly larger time increments until it is delivered.

Notice: Please note that Twilio cannot lift or remove the marketing template limits that result in error 63049.

How long will WhatsApp marketing template messages be blocked in the US?

WhatsApp announced that the blockage of marketing template messages in the U.S. is temporary, however they have not provided a timeframe for how long the blockage will last. As soon as we have more information about this we will update this article.

What alternatives can I use to send marketing template messages to the US?

You can use other channels on Twilio to reach your users such as SMS and MMS. Please see this resource for more information on sending marketing template messages with alternative Twilio channels.

What can I do if I feel my templates are being miscategorised/rejected as marketing templates?

Ensure you are following the guidelines and best practices when creating templates:

• Utility templates:
  • Do make sure the template is triggered by a user action or request.
  • Do make specific reference to the active or ongoing transaction, account, subscription or interaction to which the template relates
  • Do not mix content in utility templates, eg. don’t include any promo offers in an order update because this will be classified as marketing
  • Do see Meta’s documentation for examples of Utility content and layout here.
• Authentication templates:
  • Authentication templates are very restricted and must adhere to the following:
    • WhatsApp’s preset authentication message templates must be used, including optional add-ons like security disclaimers and expiry warnings
    • A one-time password button must be present (copy-code or one-tap)
    • URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
  • Do use the “whatsapp/authentication” content type on the content template builder to create templates that automatically and easily comply with the above requirements
• Marketing templates:
  • Do choose marketing templates to achieve a wider range of goals, from generating awareness to driving sales
  • Templates will be categorised as Marketing (or may be rejected) if:
  • Content does not fall clearly into either Utility or Authentication categories
  • Templates contain mixed content (e.g. Both utility and marketing, such as order update with a promo or offer).
  • Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”).
  • Do see Meta’s documentation for examples of Marketing content and layout here.

Can I prevent WhatsApp from recategorising my templates after I send them for approval?

Yes, with the Content Template API or Builder you can prevent WhatsApp from changing the category automatically by either:

• Using the API, pass the allow_category_change parameter as False when submitting for WhatsApp approval
• Using the Content Template Builder, untick the box “Allow WhatsApp to recategorize this template” when submitting the template for WhatsApp approval