Meta has announced that it is testing an innovative feature on WhatsApp designed to limit the number of messages that can be sent to users who have not yet replied, in a new effort to curb spam and unauthorized mass messaging.

According to available information, each message sent to a non-responding contact will count toward a monthly limit. Once the recipient replies, that message will be excluded from the count. Users will also receive a warning when approaching the maximum limit, showing how many messages remain. So far, the company has not disclosed the final number of allowed messages, after conducting multiple trials to determine the optimal threshold.

Targeting unwanted messages

The feature is primarily aimed at accounts that send a high volume of messages to unresponsive contacts, such as certain businesses or accounts using unauthorized mass messaging. Regular users who message friends and family are unlikely to be affected by these limits.

Meta explained that unwanted messages and random mass messaging have become a growing problem, negatively impacting user experience and potentially being exploited for unsolicited marketing or scams.

Previously, Meta had introduced several tools to curb spam, including options to unsubscribe from business messages and alerts when being added to a group without consent. For regular users, daily conversations with responsive contacts will remain unaffected, while individuals or businesses sending repeated messages to unresponsive contacts may face temporary restrictions.

This step is part of WhatsApp’s ongoing efforts to improve communication quality on the platform, striking a balance between user freedom and protection from unnecessary or disruptive messages. The precise limits and number of allowable messages have not yet been revealed, leaving users awaiting clarification on how these measures will be implemented in practice.