Meta Marketing Limits
Abandoned cart messages are classified as marketing by Meta. They are subject to frequency caps that can delay or block delivery.
Level’s marketing cap
Level enforces a default limit of 1 marketing message per phone number per 24 hours per WhatsApp Business Account. This applies across all marketing flows (abandoned cart + campaigns).
Meta’s platform cap
Meta may additionally limit promotional messages to approximately 2 per day across all brands messaging the same customer. When Meta blocks delivery, you’ll see error code 131049.
What happens when capped
| Cap type | Effect |
|---|---|
| Level frequency cap | Recovery attempt marked failed, retried later |
| Meta frequency (131049) | 24-hour block, automatic retry |
| Customer opt-out (STOP) | Recovery marked dead, no retry |
Free plan message limit
On Free + shared number, all delivered messages (including COD utility) count toward the 50/month cap. When exhausted, new COD verifications are Blocked by limit — see 50 free messages.
That is separate from Meta marketing frequency caps below, which apply only to marketing traffic (abandoned cart / campaigns on eligible plans).
Utility vs marketing
COD verification messages are utility — not counted toward Meta marketing frequency caps. Only abandoned cart and campaign messages are marketing. The Free plan’s 50/month shared-number cap still applies to utility messages.
See Utility vs marketing.