[ { “code”: 131026, “title”: “Message Undeliverable.” } ] & code 131049 is related to Meta’s new policy of Per-User Marketing Template Message Limits on WhatsApp.
The per-user marketing template message limit introduced by WhatsApp aims to enhance the user experience by preventing excessive or unwanted messages. While this change benefits the ecosystem, it presents challenges for businesses using WhatsApp for marketing. Here’s a guide to understand these changes and adapt your strategy effectively.
One of the best way to resolve this issue is to use WhatsApp Template Insights to have an idea about which template is performing and which one is causing spam to users. Read – WhatsApp Template Insights: Boost Engagement and Drive Business Growth
Understanding the Limits
- What Are the Limits?
- Each user has a cap on the number of marketing template messages they can receive from a business within a specified time frame.
- Messages to users who are less likely to engage are prioritized lower, reducing their delivery probability.
- When Do the Limits Apply?
- The limit applies to new marketing conversations initiated via a template message.
- If a conversation is already open:
- One additional marketing template message can be sent.
- Unlimited free-form messages can be sent if the user responds.
- Error Notification:
- If a message exceeds the limit, the API returns error code 131049: “This message was not delivered to maintain a healthy ecosystem.”
Recommended Strategies to Overcome the Issue
To align with WhatsApp’s focus on user experience while ensuring your messages reach their intended audience, adopt the following strategies:
1. Improve Audience Targeting
- Segment Your Audience:
- Identify users more likely to engage with your messages based on previous interactions, purchase history, or preferences.
- Avoid sending messages to unengaged users to maximize delivery rates.
- Behavior-Based Messaging:
- Focus on users who have previously interacted with your business.
- Use WhatsApp insights to target users who open and respond to your messages.
2. Leverage Existing Conversations
- Initiate Conversations Effectively:
- Use your first message to establish value and prompt a response.
- For example, include a question, offer, or call-to-action (CTA) encouraging the user to reply.
- Keep Conversations Open:
- Utilize the 24-hour customer service window:
- Respond promptly to queries or replies.
- Follow up with additional marketing messages within the same window.
- Utilize the 24-hour customer service window:
3. Optimize Message Content
- Create High-Value Templates:
- Use personalized templates that address user needs or interests.
- Focus on delivering actionable insights, offers, or updates to encourage engagement.
- Test and Improve:
- A/B test different templates to identify what resonates most with your audience.
- Monitor read rates, response rates, and user feedback to refine content.
4. Use Retargeting Over Time
- Retry After Increasing Intervals:
- If you encounter error code 131049, wait before resending the message.
- Gradually increase retry intervals (e.g., 24, 48, or 72 hours) to avoid repeated errors.
- Automate Follow-Ups:
- Set up automated workflows to retry sending undelivered messages after an appropriate delay.
5. Combine Marketing with Other Message Types
- Use Transactional Messages:
- Send updates like order confirmations, delivery notifications, or appointment reminders. These often engage users more effectively and can lead to open marketing conversations.
- Incorporate Free-Form Messages:
- Encourage user replies by blending promotional content into ongoing free-form conversations.
6. Monitor and Adapt
- Track Error Codes:
- Regularly monitor delivery reports and error logs to identify issues.
- Use error code insights to refine your audience targeting and retry strategy.
- Analyze Engagement Metrics:
- Leverage template insights to measure delivery rates, read rates, and responses.
- Focus on templates with high engagement for future campaigns.
Example Strategy for Bulk Broadcasts
- Pre-Broadcast Prep:
- Clean your contact list to remove unengaged users.
- Segment users into high-priority and low-priority groups.
- Message Flow:
- Start with high-value templates targeting high-priority users.
- Encourage responses to keep conversations open.
- Post-Broadcast Follow-Up:
- Retry undelivered messages to low-priority users after increasing time intervals.
- Send transactional or informational messages to re-engage these users.
Conclusion
WhatsApp’s per-user marketing template limits are designed to enhance the platform’s user experience and ecosystem health. Businesses can adapt by focusing on engagement-driven strategies, leveraging open conversations, and optimizing message content. By targeting the right audience with personalized, high-value templates, businesses can overcome delivery challenges while maintaining compliance with WhatsApp’s guidelines.