The limits
Follow-ups are deliberately cautious:- Quiet hours. UK consumers are messaged only between 9am and 8pm, UK time. A message that falls due outside those hours waits until the morning.
- Daily cap. Each WhatsApp number has a limit on how many automated messages it sends in a rolling 24 hours. Messages over the cap wait for the next window.
- One message per step. Each follow-up is sent at most once to each lead, even if something is retried behind the scenes.
When follow-ups stop
A lead’s follow-ups stop as soon as any of these is true:- they reply
- they’ve been active in the conversation recently
- they’ve opted out
- their conversation has been handed to a person
- they’ve reached a final stage: converted, lost or opted out