WhatsApp is reportedly testing a new system that limits how many messages you can send without getting replies—i.e., messages that go “unanswered.”
This is the company's latest attempt to fight its spam problem and to curb one-sided blasting rather than ordinary chats. If it works out, it'll improve genuine conversations rather than restrict normal, everyday chats.
The Meta-owned company's new anti-spam feature is more about “quality over quantity” or engagement. The cap isn’t a blunt total messages limit, but one that looks at recipient behavior (who replies, who ignores). Messages that get replies may be “removed” from the tally (i.e. they don’t count as “unanswered” anymore).
So, if you send 100 messages and 60 people reply, only the 40 “unanswered” ones may count against your limit. However, it's worth noting that the company is currently testing various message limits, with the goal of setting a threshold that affects only high-volume senders and potential spammers.
Meanwhile, all messages sent by both individuals and businesses are expected to count toward this cap. However, business accounts are likely to be more affected, as WhatsApp is updating its rules to better regulate how these accounts manage bulk and promotional messaging.
A new set of restrictions for business-initiated messages has reportedly been in effect since October 7, 2025. These include “portfolio-based messaging restrictions,” tighter limits on messages unless recipients respond, and adjustments to broadcast message caps. WhatsApp has also stated that it will display warnings to accounts that are nearing their limit.
According to WhatsApp, most regular users are unlikely to hit the new limit. After all, it’s considered courteous not to keep messaging someone who doesn’t respond. It's only aimed primarily towards businesses and spammers, and it’s also expected to expand to several countries in the coming weeks.
The Meta-owned company is testing the anti-spam feature for the purpose of combating its growing spam and scam issues. In the past year, the WhatsApp introduced a feature that allows users to unsubscribe from marketing messages sent by businesses.
Then, in August, it began alerting users whenever someone outside their contact list adds them to a group. Around the same time, WhatsApp reported that it had banned more than 6.8 million accounts connected to scam operations in the first half of 2025.
