‘Highly Forwarded’ Messages on WhatsApp Are Down 70%

The Facebook-owned messaging app put restrictions in place earlier this month

Once a message has previously been forwarded five times, it can only be forwarded to one chat at a time Getty Images
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WhatsApp introduced a limit on the number of times a message could be forwarded earlier this month, with the aim of preventing the spread of misinformation, and the Facebook-owned messaging application said Monday that it is happy with the results thus far.

Under the new policy, once a message has previously been forwarded five times, it can only be forwarded to one chat at a time.

A spokesperson for WhatsApp said the move has slashed the number of “highly forwarded” messages on its platform by 70%.

“We recently introduced a limit to sharing ‘highly forwarded messages’ to just one chat,” the spokesperson said. “Since putting into place this new limit, globally, there has been a 70% reduction in the number of highly forwarded messages sent on WhatsApp. This change is helping keep WhatsApp a place for personal and private conversations. WhatsApp is committed to doing our part to tackle viral messages.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.