By PDS Team
A WhatsApp marketing campaign on the WhatsApp Business Platform needs three things in place: customers who have opted in, approved message templates in the right category, and a sending plan that keeps your quality rating healthy. Get any of these wrong and messages can be limited, re-categorised or not delivered. This guide explains Meta’s current rules on opt-in, templates, messaging limits and quality, and how to plan campaigns that customers actually want to receive.
It applies to businesses using the WhatsApp Business Platform (the API), usually through a provider. The free WhatsApp Business app works differently.
What do you need before running a WhatsApp marketing campaign?
You need a WhatsApp Business Platform account, a verified business where possible, opted-in contacts and approved marketing templates.
The WhatsApp Business Messaging Policy says that outside the 24-hour customer service window, you may only send messages using approved message templates. A campaign, such as an offer or a product launch, is almost always sent outside that window, so every campaign message starts as a template.
If you want a team to set up and run campaigns for you, our WhatsApp marketing services cover setup, templates, opt-in flows and reporting. If you are still deciding between the app and the API, read our comparison of the WhatsApp Business app and API.
How should you collect opt-in for WhatsApp marketing?
Ask customers clearly whether they want to receive messages from your business on WhatsApp, name your business, and make it easy to stop.
The WhatsApp Business Messaging Policy says you may only contact people who have given you their mobile number and agreed to receive messages from you. Meta’s developer guide on getting opt-in adds that businesses must clearly state that a person is opting in to receive communication, and must clearly name the business.
Where you can collect opt-in
- A checkbox or form on your website or checkout page.
- An SMS or a phone call through an IVR flow.
- In person or on paper, such as at a store counter.
Good opt-in practice
- Ask by type of message, for example order updates separately from offers, as Meta recommends.
- Explain what people will receive and why it is useful to them.
- Give clear instructions to opt out, and honour opt-outs straight away. The policy says you must respect requests made on or off WhatsApp.
- Never buy contact lists or message people who only gave their number for something else.
Which template category should you use?
Promotional messages must use the marketing category; utility is only for non-promotional updates a customer needs, and authentication is only for one-time passcodes.
| Category | Use it for | Examples |
|---|---|---|
| Marketing | Awareness, offers, sales, re-engagement | Festive sale, new product, abandoned cart reminder with an offer |
| Utility | Non-promotional updates specific to or requested by the user | Order confirmation, delivery update, appointment reminder |
| Authentication | One-time passcodes for identity verification | Login or payment OTP |
Meta’s template categorisation guidelines say that templates with mixed content, such as an order update that also includes a promotion, are treated as marketing. Templates with unclear content are also classed as marketing. Meta says that if it finds a utility template that should be marketing, it will change the category, and businesses that have received a misuse warning get the change instantly. Choose the honest category from the start.
How do messaging limits work on WhatsApp?
Messaging limits cap how many different customers you can message outside the customer service window in a rolling 24 hours, and they are set for your whole business portfolio.
Meta’s messaging limits documentation says the limit counts unique WhatsApp users you message outside a customer service window within a moving 24-hour period. Since 7 October 2025, limits are calculated at the business portfolio level and shared by all phone numbers in that portfolio, so one number can use up the whole allowance.
- New business portfolios start with a limit of 250 unique users.
- Verifying your business is one of the routes Meta lists for raising the limit.
- Higher limits come through automatic scaling, which needs high-quality messages across all your numbers and templates, and use of at least half your current limit over the last seven days.
- When you qualify, Meta says the increase applies within six hours.
You can see your current limit in WhatsApp Manager under Account tools > Messaging limits. Plan large campaigns around it, and send in batches rather than all at once.
How do quality ratings and per-user limits affect delivery?
Customer feedback and read rates decide your template quality, and WhatsApp may also limit how many marketing messages a person receives from all businesses.
Template quality
Meta’s template quality documentation rates templates green, yellow or red based on usage, customer feedback and engagement. Negative feedback and low read rates lower the rating. Yellow and red templates can still be sent but may be paused or disabled soon, and a template that loses its approved status cannot be sent until it is restored.
Per-user marketing limits
Meta’s documentation on per-user marketing template limits says WhatsApp may limit the number of marketing messages a user receives from any business over a period. The limit is adaptive and takes into account the user’s recent read rate for marketing messages and how many messages they already get. When a message is held back, you receive error code 131049, and Meta advises waiting at least 24 hours before trying that user again. Marketing messages sent within an open customer service window do not count towards this limit.
The practical lesson is simple: send fewer, more relevant messages to people who want them.
How do you plan a WhatsApp marketing campaign?
Pick one goal, segment your opted-in contacts, write a short template with a clear action, test it on a small group and then scale.
- Set the goal: For example, festive sale orders, webinar sign-ups or repeat bookings.
- Segment your list: Recent buyers, past enquiries and inactive customers need different messages.
- Write the template: Personalise with the customer’s name, keep it short and add one button, such as “View offer” or “Book now”.
- Get it approved: Submit in the marketing category well before the campaign date.
- Test with a small batch: Check delivery, read rates, replies and any blocks before sending wider.
- Handle replies quickly: A reply opens the customer service window, where you can answer freely.
- Track results: Use tagged links so you can see sales or leads in analytics.
Meta charges per delivered message, and the rate depends on the template category and the customer’s country. Check Meta’s pricing page or your provider for current rates before you budget a campaign.
WhatsApp marketing campaign FAQs
Can I send WhatsApp marketing messages without opt-in?
No. The WhatsApp Business Messaging Policy says you may only contact people who have given you their number and agreed to receive messages from your business. Unwanted messages also lead to blocks and negative feedback, which lower your quality, and the policy warns that persistently low quality can lead to sending limits. Always collect clear opt-in first.
How many WhatsApp marketing messages can I send per day?
It depends on your messaging limit, which counts unique users you message outside the customer service window in a rolling 24 hours. New business portfolios start at 250 unique users. Limits rise through business verification and automatic scaling when you send high-quality messages. Per-user limits may also reduce how many marketing messages each person receives.
What is the difference between marketing and utility templates?
Utility templates are non-promotional messages tied to something the customer did or needs, such as an order confirmation or delivery update. Marketing templates cover offers, launches and anything promotional. Meta treats templates that mix both as marketing, and it can change a utility template’s category if it finds promotional content in it.
Why are my WhatsApp marketing messages not delivered?
Common reasons include reaching your messaging limit, a per-user marketing limit (error code 131049), a paused or disabled template, or an invalid number. Meta also says WhatsApp does not currently deliver marketing templates to US phone numbers. Check delivery statuses in your provider’s dashboard and webhook reports to find the cause.
Can I run WhatsApp campaigns from the WhatsApp Business app?
The app has its own simpler messaging tools and is designed for a small team replying by hand from a phone. The rules in this guide, such as template categories, portfolio messaging limits and API error codes, apply to the WhatsApp Business Platform. For larger campaigns with segmentation, integrations and reporting, businesses usually use the Platform through a provider.
How do I improve my WhatsApp quality rating?
Send messages only to opted-in customers, keep them relevant and not too frequent, and make it easy to opt out. Meta’s documentation says negative feedback and low read rates lower template quality, so review which templates get blocked or ignored and rewrite or pause them before they affect your account.
Need help with WhatsApp campaigns?
If you want to run WhatsApp campaigns that follow Meta’s rules and get replies, our WhatsApp marketing services handle setup, opt-in, templates and reporting. We work with businesses in Noida, Delhi NCR and across India. Contact our team to plan your first campaign.
