WhatsApp is introducing new measures to reduce spam by capping the number of messages users and businesses can send to recipients who haven’t replied. The Meta-owned messaging platform said the update will affect both personal and business accounts, with limits currently being tested across multiple countries.
“When someone sends multiple messages to people who haven’t replied, it increases the likelihood of spam. This new control will help reduce such unwanted interactions,” WhatsApp said in a statement to TechCrunch.
The change addresses growing concerns over message overload. WhatsApp, initially designed for private messaging, has expanded to support communities, group chats, and business interactions, leading to a surge in unsolicited messages from promotions to random introductions.
Under the new system, messages sent to contacts who do not respond will count toward a monthly limit. Users approaching the cap will receive an in-app warning showing how many unanswered messages have been sent, helping them avoid temporary restrictions. WhatsApp emphasised that most average users, who communicate primarily with known contacts, will not be affected.
This update follows earlier steps to combat spam, including limits on business marketing messages, unsubscribe options for promotional content, and restrictions on broadcast messages in countries like India.
A WhatsApp spokesperson added: “Our goal is to make messaging meaningful. We want to protect users from spam while ensuring businesses can still reach their customers responsibly.”
The feature signals a broader focus on user trust and safety within Meta’s ecosystem. For businesses, it highlights the importance of engagement-driven communication rather than mass messaging, encouraging personalised, value-based interactions with customers.
As testing continues, the update is expected to reshape how billions of users and thousands of businesses interact on one of the world’s most widely used messaging platforms.
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