WhatsApp is rolling out new measures to reduce spam by limiting the number of messages people and businesses can send to recipients who haven’t replied. The move marks one of the platform’s most significant steps yet in addressing the growing issue of unwanted and intrusive messaging.
The Meta-owned platform confirmed that the update will affect both individual and business accounts, introducing a cap on how many messages can be sent per month to people who haven’t responded. WhatsApp has not disclosed the exact limit but said it is currently testing different thresholds in multiple countries.
A Response to Rising Message Overload
WhatsApp was originally designed for simple, private messaging among personal contacts. However, over the years, it has evolved into a multi-purpose communication hub that supports group chats, communities, and business interactions. This expansion, while boosting engagement, has also led to a surge in message volume — and with it, more spam.
Many users now receive dozens of unsolicited messages daily — from promotions to random introductions — making it difficult to manage their inboxes. According to WhatsApp, the new restriction aims to restore balance by ensuring users only receive relevant and meaningful communication.
“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,” the company said in a statement to TechCrunch.
How the New Limit Works
Under the new system, every message sent to a person who has not responded will count toward a monthly limit. For example, if a user sends three follow-up messages to a contact met at a conference without receiving a reply, those messages will add to the total count.
When users — whether individuals or businesses — approach their limit, WhatsApp will display an in-app warning. This alert will show how many messages have been sent without replies and advise users to avoid hitting the cap, which would temporarily restrict them from sending more.
WhatsApp emphasized that average users will not be affected, as most conversations occur between known contacts. Instead, the system primarily targets individuals and businesses that frequently send unsolicited or mass messages.
Part of Broader Anti-Spam Efforts
This new feature builds on several recent steps WhatsApp has taken to control spam and unwanted marketing. In July 2024, the platform began testing limits on how many marketing messages businesses could send per month. Around the same time, it introduced an option for users to easily unsubscribe from promotional messages — giving them more control over what they receive.
Earlier this year, WhatsApp expanded another test that restricted the number of broadcast messages businesses could send. These experiments are now active in over a dozen countries, including India, one of WhatsApp’s largest markets with more than 500 million users.
The company’s continued focus on message moderation reflects its growing role as both a personal and business communication tool. With millions of small businesses relying on WhatsApp to reach customers, Meta must balance convenience with protection against abuse.
Protecting User Experience
Spam has become a persistent challenge not just for WhatsApp but for messaging platforms globally. Unwanted messages dilute user trust and can lead to privacy concerns or even scams.
By curbing unsolicited communication, WhatsApp aims to maintain its reputation as a safe and reliable platform. “Our goal is to make messaging meaningful,” a company spokesperson said. “We want to protect users from spam while ensuring businesses can still reach their customers responsibly.”
The Bigger Picture
This move also aligns with Meta’s broader strategy to strengthen safety and user trust across its ecosystem. Over the past few years, Meta has invested heavily in privacy features such as disappearing messages, encrypted backups, and safety labels for business accounts.
For businesses, however, the change underscores the importance of engagement-based communication. Rather than mass-sending promotions, brands will need to focus on personalized, value-driven interactions that encourage users to reply and build long-term connections.
As WhatsApp continues testing and refining the feature, its impact will likely shape how billions of users and thousands of businesses — interact on one of the world’s most popular messaging platforms.
