WhatsApp to limit broadcast messages in anti-spam move: what Kenyans should know

WhatsApp is quietly rolling out a feature that could change how users send bulk messages and some Kenyan users may be affected in the coming months.

The Meta-owned messaging app is testing a new limit on the number of broadcast messages users can send per month.

This feature, currently available to select Android beta testers, is aimed at curbing spam and encouraging more intentional communication on the platform.

Unlike WhatsApp groups, broadcast messages let users send the same message to many people at once, without creating a group chat.

The recipients receive the message in their chats, and only the sender can see their replies.

Under the new update, users may see a monthly cap of 35 broadcast messages, with a counter showing how many they’ve sent and how many remain.

For WhatsApp Business accounts, used by many Kenyan small businesses and those with side hustles, the cap could go up to 250 free broadcasts, after which additional messages might attract a fee.

The feature is still in testing, so it is not yet clear whether the limit will be rolled out globally or adjusted based on region and user type.

For Kenyan users who rely on WhatsApp to market products or send updates to clients, from mitumba sellers in Gikomba to online thrift shops on Instagram, this move could mean adjusting how they communicate at scale.

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