Best Practices on Sending WhatsApp Outbound

To prevent message delivery failures like exo_status_code: 30043 (EX_RESTRICTED_BY_META) on WhatsApp, it's essential to align your outbound marketing strategies with Meta's per-user messaging limits. Here are the top 5 best practices, each illustrated with real-world scenarios:

1. Limit to Two Marketing Messages per User per Day

Policy Insight: As of September 2024, Meta restricts businesses to sending only two marketing template messages to a user within a 24-hour window, unless the user responds.

Scenario: An educational institution sends a morning message about a new course and an afternoon reminder about enrollment deadlines to the same student. Sending a third message that day, such as a promotional offer, would exceed the limit and likely be blocked.

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✅ 2. Encourage User Engagement to Unlock Unlimited Messaging

Policy Insight: Once a user replies to a message, a 24-hour window opens during which businesses can send unlimited messages without using templates.

Scenario: A counselor sends a message asking, "Are you interested in our new scholarship program?" If the student replies, the counselor can then provide detailed information, answer questions, and send follow-ups freely within the next 24 hours.

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✅ 3. Implement Cooldown Periods for Non-Responsive Users

Policy Insight: Continuously sending messages to users who don't engage can lead to message restrictions and user dissatisfaction.

Scenario: If a student hasn't responded to the last two messages about upcoming webinars, it's advisable to wait a few days before sending another message, perhaps offering different content like a success story or testimonial to re-engage them.

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✅ 4. Segment Your Audience for Targeted Messaging

Policy Insight: Tailoring messages based on user behavior and preferences increases engagement and reduces the risk of exceeding message limits.

Scenario: Segment your audience into categories like "Interested in Engineering," "Looking for Scholarships," or "International Applicants." Send specific messages relevant to each group, ensuring content resonates and encourages interaction.

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✅ 5. Optimize Message Timing to Avoid Peak Hours

Policy Insight: Sending messages during off-peak hours can reduce competition from other businesses and increase the likelihood of user engagement.

Scenario: Instead of sending messages at noon when many businesses are active, schedule your messages for early evening when students are more likely to check their phones and have time to engage.