WhatsApp is set to roll out a new policy that will restrict the number of broadcast messages users and businesses can send—a move aimed at reducing spam and misuse of the platform.

Fighting spam: TechCrunch reports that the Meta-owned messaging platform plans to cap the number of times a single broadcast message can be forwarded to just one group at a time. This update, expected to roll out globally over the coming months, is part of a broader effort to encourage more responsible communication and improve user experience.

Targeting business users: The new rules will apply to both personal and business accounts—including those using WhatsApp Business. Businesses will face increased scrutiny, with the platform testing new thresholds to curb mass-messaging behavior that mimics spam.

Getting personal: For businesses—particularly small and medium-sized enterprises that rely on WhatsApp for customer engagement—the update may require changes in communication strategies. Instead of one-to-many broadcasts, businesses may need to explore more personalized interactions or switch to official WhatsApp Business API tools, which offer structured messaging options within WhatsApp's compliance framework.

Facing the consequences: WhatsApp will continue to support legitimate business communication, but high-volume outreach—especially that which users report as spam—will now be subject to review and potential enforcement actions, such as reduced reach or account limitations. The company previously implemented limits on message forwarding in 2020 to combat misinformation during the COVID-19 pandemic. That move led to a 70% drop in highly forwarded messages, according to Meta.