Starting 13th February, Meta is making some changes related to HSM Templates, specifically the marketing category. This change impacts the number of business-initiated conversations you can start with a certain user in a particular time range determined by Meta. 

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It includes limiting the number of Marketing HSM Templates a person receives from any business in a given period of time. Note that the limit is determined based on the number of Marketing HSM Templates that person has already received from any business, and is not related to your business specifically. 

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The limit only applies to HSMs that would normally open up a new marketing conversation. If a marketing conversation is already open between you and a WhatsApp user, HSM templates sent to the user will not be affected. 

This does not impact Auth and Utility Template categories. 

Errors when the message limit is exceeded: 

• If a HSM is not delivered to a given user due to the limit, we will get an error indicating that the receiver is incapable of receiving messages. 

• These errors cover a wide range of issues that can result in non-delivery of a message, and for privacy reasons the message was not delivered due to the limit will not be disclosed by Meta 

FAQs 

1. Do we know the limit of Marketing messages for each user so we can plan our campaigns accordingly? 

Unfortunately, Meta doesn’t disclose the limit for each user, so we cannot indicate this for any user. 

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2. How will this impact my existing publishing flow? 

You might have to change the message volume and frequency for you existing campaigns if you are using Marketing HSM Templates, please contact the SMs aligned to your account to understand more.