The 24-hour marketing cap
In one sentence
To stop you accidentally spamming people, MsgBuddy won’t send the same person another marketing template within 24 hours if they haven’t replied — those contacts are quietly skipped, not annoyed.
Why this rule exists
This is different from the 24-hour window (which is about free-form vs. templates). This is a frequency cap, specifically for Marketing templates, and it protects your account: bombarding people with promos is the fastest way to get blocks, a Red quality rating, and Meta restrictions.
The rule, precisely
A contact is skipped from a marketing campaign when both are true:
- They were already sent a marketing template in the last 24 hours, and
- They haven’t replied since (no inbound message to reset things).
If they did reply, they’re fine to message again. If 24 hours have passed, they’re fine too.
There’s also a Meta-side limit on how many marketing templates a person can receive per day across all businesses. So even a well-behaved campaign can have a few recipients that Meta itself declines. MsgBuddy surfaces these too.
Worked example
You run two marketing campaigns on the same day to overlapping audiences:
- 9:00 a.m. — “Diwali Sale” goes to 1,000 contacts. All 1,000 receive it. 📤
- 4:00 p.m. — “Last chance!” goes to a segment of 600, and 500 of them overlap with this morning’s list.
What happens at 4 p.m.?
| Group | Count | Outcome |
|---|---|---|
| Overlap who replied after the 9 a.m. message | say 120 | ✅ Sent |
| Overlap who didn’t reply | 380 | ⏭️ Skipped (capped — already got a marketing template today) |
| The other 100 (not messaged this morning) | 100 | ✅ Sent |
So “Last chance!” reaches 220, and 380 are protected from a second promo they didn’t ask for. The campaign report shows those 380 as skipped, so you understand exactly what happened.
Plan around the cap: space marketing campaigns out (not two in one day to the same people), and lead with your strongest message. If you need to reach someone twice, a reply from them resets the cap — which is one more reason to write messages that invite a response.
Skipped is good news, not an error. It means MsgBuddy stopped you from doing something that would have hurt your quality rating. Don’t try to “work around” it — the cap is protecting your number.
Does this apply to Utility/Authentication?
No. The frequency cap is a Marketing thing. Utility (order updates) and Authentication (codes) are messages the customer expects, so they aren’t frequency-capped this way — though opt-out rules still apply.
How this connects
- The cap is enforced during audience preview and while sending.
- It works alongside the 24-hour window and template categories.
Next: control pace and timing — throttle, schedule & start →.