WhatsApp will begin limiting the number of messages users and businesses can send to people who haven’t responded, in a new effort to curb spam on the world’s most popular messaging app.

The Meta-owned platform said the restriction, which counts every message sent without a reply against a monthly limit, is designed to deter mass outreach from businesses and individuals spamming unknown contacts.

The company has not disclosed the exact threshold, saying it is testing different limits across countries in the coming weeks. A pop-up warning will alert users and businesses as they approach their cap, helping them avoid being blocked from sending further messages.

WhatsApp told TechCrunch that most users are unlikely to be affected, as the new controls are primarily aimed at accounts that

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