WhatsApp is testing a new feature that limits how many messages individuals and businesses can send to people who haven’t replied, in a bid to combat spam.
The move aims to make the platform less overwhelming as users increasingly receive messages from groups, communities, and businesses. All messages sent to non-responding recipients will count toward the new monthly limit. For example, if a user sends three messages to someone they met at a conference without getting a reply, it will count against their quota.
WhatsApp hasn’t disclosed the exact limit yet but said it is testing different thresholds across multiple countries. When a user or business nears the limit, a pop-up warning will appear to prevent them from being blocked.
The company said that average users are unlikely to be affected, as the restriction mainly targets spam-heavy accounts and businesses that send bulk messages.
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This update builds on WhatsApp’s previous efforts to fight spam. In 2024, it tested limits on marketing messages and introduced unsubscribe options for business updates. Earlier this year, it also began capping the number of broadcast messages users and businesses could send, expanding the test to over a dozen countries, including India, one of its largest markets with over 500 million users.
