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Are your WhatsApp marketing messages too long for users to read?
We’ve all been there, receiving a long marketing message and just skipping over it. That’s why WhatsApp's new update has rolled out which is called Text Truncation. It is designed to help solve this problem. Text truncation which is basically where WhatsApp limits the length of the text visible to the user, making messages shorter and easier to read.
But what exactly is text truncation, and how is it going to affect your business? Let’s dive in!
What is WhatsApp Text Truncation?
WhatsApp new update, text truncation limits the display of long marketing messages to just 5 lines. If the message goes beyond that, users will see a "Read more" button. This way, they can choose whether to expand and read the entire message or not. It's a clever way to keep users engaged without overwhelming them.
This WhatsAp new update is currently being rolled out and will soon apply to all WhatsApp marketing message formats.
This is how it will look:
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Why is WhatsApp Doing This?
The goal of this update is simple: improve user experience. Let’s face it, nobody likes scrolling through long, unknown messages. With text truncation, WhatsApp aims to make messages concise and engaging right from the start.
This update is part of a larger effort by Meta, which also includes META’s previous update like frequency capping (limiting how many times users see marketing messages).
Impact on Marketing Messages
This update primarily affects businesses that send marketing messages via WhatsApp, especially those using the “Single image + text + click-to-action button(s)” format. Messages longer than 5 lines will get cut off, which could affect how much information your customers see at first glance.
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Although on the positive side there will be less chances of getting reported and since the user is choosing to read the message on the will, the intent becomes much higher, improving the quality of your interaction.
Best Practices to Follow
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Here’s how you can make sure your messages still shine despite the truncation:
- Focus on the first 5 lines: Make your opening sentence powerful, engaging, and straight to the point.
- Use sections and spacing: If you need to write longer messages, break them up into clear sections.
- Make use of a hook: If the message is longer, make sure the content is interesting enough in the first 5 lines or add a hook on the 5th line, making the reader want more.
- Less is more: Keep your message short and sweet to increase engagement.
Is This WhatsApp New Update a Bad Thing from Meta? Should You Be Scared?
Not at all! If anything, this update is good for businesses. Why? Because it forces you to be more strategic. With shorter, more impactful messages, you’ll likely see an increase in your click-through rates (CTR) as users won’t feel overwhelmed by walls of text.
Think of it as an opportunity to make your message more engaging and readable.
When is this WhatsApp New Update Rollout Going to Happen?
The text truncation is already being rolled out to some users. As of now, it’s 20%-50% live, and by mid-October 2024, it will be fully rolled out. So, you still have time to prepare and optimize your messages!
WhatsApp Text Truncation for Group Chats
Text Truncation isn’t just limited to marketing messages. Group chats, which often feature longer texts, will also experience truncation. However, the impact on personal chats might not be as noticeable since group chats generally rely on more casual conversation.
For marketers, this means you need to adapt even when sharing important information in group chats.
Conclusion
WhatsApp new update - text truncation is all about making messages clearer and more user-friendly. Businesses should see this as an opportunity to refine their marketing messages and keep users more engaged. With the full rollout happening by mid-October, now is the time to get ahead and optimize your message content.
Download free e-book of 285+ customizable WhatsApp message templates from below!
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