Rivalry2

Les dernières règles de délivrabilité de Meta pour WhatsApp | Insider
2026-03-06 23:55 Diff
https://useinsider.com/fr/delivrabilite-whatsapp/
Qu’est-ce que la mise à jour de la délivrabilité de WhatsApp ?

Afin de promouvoir des stratégies de messagerie WhatsApp éthiques, WhatsApp a introduit dans sa dernière version des « limites de messages de modèles marketing par utilisateur ». À partir du 6 février 2024, de nouvelles limites ont commencé à être mises en place, d’abord pour une cohorte sélectionnée d’utilisateurs de WhatsApp en Inde, avant d’être étendues à tous les utilisateurs indiens le 13 février 2024, et à tous les marchés, à partir du 23 mai 2024.
La mise à jour de WhatsApp introduit des limites sur le nombre de messages marketing qu’un client reçoit et sur la durée de ces messages, ce qui signifie que tous les utilisateurs ne recevront pas les messages que les entreprises essaient d’envoyer. À la suite de cette mise à jour, si plusieurs entreprises ont l’intention d’entamer une nouvelle conversation marketing avec un utilisateur, l’entreprise peut recevoir le message d’erreur suivant : « Le destinataire est incapable de recevoir ce message ».
Il est important de noter que la limite s’applique uniquement à l’initiation de nouvelles conversations marketing plutôt qu’aux engagements en cours. Les problèmes de livraison, indiqués par les codes d’erreur 131026 (Cloud API) et 1026 (On-Premises API), nécessitent un recalibrage de votre stratégie de messagerie plutôt qu’une répétition immédiate du message.
Cette initiative représente un changement profond pour les entreprises qui utilisent WhatsApp et qui doivent adopter des stratégies de marketing profondément centrées sur le client. Cela permet à WhatsApp de donner la priorité à l’expérience client en réduisant l’encombrement publicitaire et le spam tout en favorisant des interactions significatives entre les marques et les clients. Le processus de décision concernant ces limites revient à Meta, qui évalue diverses mesures telles que les taux de lecture et les niveaux d’engagement pour déterminer le plafond de la messagerie.
Découvrez nos visites exclusives visites exclusives de produits par Whatsapp
Quelles sont les implications pour les spécialistes du marketing ?

Pour les marques et les spécialistes du marketing qui utilisent WhatsApp à des fins commerciales, cette mise à jour impose une réévaluation de leurs stratégies. Les messages marketing envoyés via les modèles WhatsApp Business seront soumis à ces limites, ce qui pourrait avoir un impact sur les taux de livraison si les messages ne trouvent pas d’écho auprès du public.
Bien que certains messages – tels que les discussions continues avec le service clientèle dans une fenêtre de 24 heures, les OTP et les messages transactionnels, ainsi que les clics vers les publicités WhatsApp – ne soient pas affectés par ces restrictions, les diffusions promotionnelles et les messages de marketing non contextuels pourraient être touchés.
Cette évolution souligne l’importance de revenir à l’essentiel lorsqu’il s’agit de votre stratégie de messagerie. Il s’agit de privilégier la qualité à la quantité. Pour aider les spécialistes du marketing à faire face à ces changements, Insider One’s WhatsApp BSP vous permet de maintenir une bonne hygiène en matière de délivrabilité en vous aidant à renforcer votre stratégie de messagerie de base.
Examinons quelques stratégies de messagerie infaillibles qui vous aideront à vous faire une place dans la boîte de réception WhatsApp de vos utilisateurs.
Respecter les préférences des clients en matière de consentement préalable (opt-in)

Il est plus important que jamais de définir les bonnes attentes lors de la collecte d’opt-ins auprès des utilisateurs pour les contacter sur WhatsApp. Soyez franc quant au type d’engagement pour lequel ils s’inscrivent, qu’il s’agisse de rappels, de promotions, de notifications, de mises à niveau ou d’autre chose. Insider One propose une large sélection de modèles d’opt-in prédéfinis que les spécialistes du marketing peuvent utiliser de manière stratégique pour collecter des opt-ins qualifiés.
Ciblez vos principaux acteurs de l’engagement

La segmentation est votre meilleur allié. Utilisez la segmentation prédictive pour cibler les personnes qui sont plus susceptibles de s’engager avec votre type de modèle de message et celles qui préfèrent WhatsApp comme canal. Exploitez les plus de 120 attributs d’Insider One pour approfondir vos segments et offrir des expériences significatives qui comptent le plus pour votre public.
Suivez les meilleures pratiques en matière de délivrabilité

Utilisez à votre avantage les fonctions de délivrabilité d’Insider One basées sur l’IA, telles que le plafonnement de la fréquence et l’optimisation de l’heure d’envoi. Le plafonnement de la fréquence d’envoi de WhatsApp vous permet de limiter le nombre de messages qu’un utilisateur peut recevoir au cours d’une période donnée, par exemple en lui envoyant un maximum de cinq messages par jour. Cela évite de spammer les abonnés avec un trop grand nombre de messages, réduisant ainsi le risque qu’ils se désabonnent de votre marque. L’optimisation de l’heure d’envoi vous aide à envoyer le bon message au bon moment à votre public, en optimisant le taux d’ouverture.
Faites en sorte que l’expérience reste personnalisée

Veillez à utiliser un contenu dynamique, tel que le dernier produit acheté ou le dernier article consulté, afin de rendre les messages plus pertinents pour votre public. La diffusion ne fonctionne pas pour WhatsApp, ce qui entraîne des désabonnements.
Engagez-vous, ne faites pas de promotion

Explorez les cas visiteurs anonymes qui offrent des expériences significatives aux utilisateurs. Optez pour des cas d’usage tels que les alertes de prix, les promotions sur les listes de souhaits, les alertes de rupture de stock, les rappels de réapprovisionnement, et plus encore, plutôt que pour des promotions en rafale.
Réduire les redirections grâce à des expériences d’achat de bout en bout

Le nombre de messages promotionnels susceptibles d’être envoyés à vos utilisateurs étant désormais limité, il est important d’utiliser au mieux ceux qui sont envoyés. Au lieu de rediriger vos utilisateurs vers d’autres canaux, ajoutez des expériences d’achat de bout en bout dans WhatsApp à l’aide de la solution Insider One WhatsApp Commerced’ Insider One, qui permet aux utilisateurs de découvrir, de parcourir et d’acheter dans l’application.
Améliorez votre engagement avec WhatsApp Flows

Créez des expériences interactives de type application au sein de WhatsApp pour collecter des leads et faire en sorte que les utilisateurs effectuent d’autres actions telles que choisir une place, fournir des feedbacks, ajouter des préférences, et plus encore en utilisant… WhatsApp Flows. Ces flux améliorent les performances de vos messages WhatsApp et vous aident à qualifier facilement vos prospects pour une expérience plus significative.
Restez dans les deux sens

Dans un monde où la recherche, les ventes et l’assistance deviennent conversationnelles, pourquoi ne pas faire de même pour le marketing ? Transformez vos messages marketing unidirectionnels en expériences client conversationnelles bidirectionnelles pour stimuler l’engagement. Tirez parti de l’IA générative pour mettre vos dialogues bidirectionnels en pilote automatique afin de garantir une disponibilité 24 heures sur 24 et 7 jours sur 7 lorsque vos utilisateurs ont des questions avant d’acheter.
Préparez votre stratégie de messagerie aux futurs changements en matière de délivrabilité
Si la mise à jour de WhatsApp peut poser des défis aux spécialistes du marketing, elle représente également une opportunité de différencier les marques grâce à un contenu de haute qualité, engageant et à des interactions personnalisées. En se concentrant sur la valeur ajoutée et l’amélioration de l’expérience client, les marques peuvent forger des relations plus fortes avec leur public et se démarquer dans le paysage concurrentiel.
En conclusion, la mise à jour de WhatsApp concernant les limites des modèles de messages marketing par utilisateur souligne l’importance de l’adaptabilité et de la planification stratégique lors de l’élaboration d’une stratégie de messagerie centrée sur le client. En comprenant les implications de ces changements et en mettant en œuvre des stratégies exploitables, les spécialistes du marketing peuvent naviguer efficacement dans le paysage WhatsApp en constante évolution et continuer à susciter un engagement significatif auprès de leur public en Inde et éventuellement dans d’autres régions.
En savoir plus

Discutez avec nos experts en délivrabilité de l’élaboration d’une meilleure stratégie WhatsApp enréservant une démo avec nous dès aujourd’hui.
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/*!***************************************************************************************************************************************************************************************************************************************!*\
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/**
 * The following styles get applied both on the front of your site
 * and in the editor.
 *
 * Replace them with your own styles or remove the file completely.
 */
.wp-block-insider-custom-gutenberg-blocks-custom-blockquote {
  background-color: #e5eaef;
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  border-radius: 10px;
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.wp-block-insider-custom-gutenberg-blocks-custom-blockquote .ins-blockquote-inner .ins-quote-wrapper .ins-quote {
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  display: flex;
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}
@media only screen and (min-width: 768px) {
  .wp-block-insider-custom-gutenberg-blocks-custom-blockquote .ins-blockquote-inner .ins-quote-owner-info {
    flex-direction: row;
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/**
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    		<style id="wp-custom-css">
			.insiderone-generic-event-who-should-attend-container .attend-area {
    column-gap: 25px;
}
.insiderone-generic-event-who-should-attend-container .attend-area > div {
    flex: calc(50% - 25px) !important;
}
.insiderone-generic-event-hero-banner-container .insiderone-generic-event-hero-banner-content .insiderone-generic-event-hero-banner-content-right .insiderone-generic-event-hero-banner-form .actions input {
	justify-content:center;
}

.insiderone-generic-event-hero-banner-container .insiderone-generic-event-hero-banner-content .insiderone-generic-event-hero-banner-content-right .insiderone-generic-event-hero-banner-form label {
    display: flex;
    align-items: center;
}
li.hs-form-checkbox span {
    margin-left: 10px !important;
}


/* Need this fixes to add the widget files */
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field label {
    display: flex !important;
}
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field li.hs-form-checkbox label {
    display: flex !important;
    align-items: center !important;
}
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field li.hs-form-checkbox span {
    margin-left: 10px;
}

.insiderone-ghs-hero-banner-content img[src=''] {
    display: none;
}
.insiderone-ghs-hero-banner-form-inner .hs_submit.hs-submit input {
justify-content: center;
}


.speaker-featured-left-right .speaker-featured-image-container, .speaker-featured-no-bio-left-right .speaker-featured-image-container {
    justify-content: center !important;
}
.speaker-featured-image-container img {
    height: 100% !important;
    width: auto !important;
}
.speaker-featured-image-container, .speaker-featured-no-bio-image-container {
    align-items: initial !important;
}

.speaker-featured-image-container, .speaker-featured-no-bio-image-container {
    width: 344px;
}
.speaker-featured-left-right-container, .speaker-featured-no-bio-left-right-container {
        justify-content: space-between;

}
.insiderone-gmc-speaker-list-item-img {
    aspect-ratio: 304 / 344;
    position: relative;
}
.insiderone-gmc-speaker-list-item-img img {
    position: absolute;
    bottom: 0;
}
/* Need this fixes to add the widget files */








.single-news-latest-posts .post .post-title h5{
	height: 90px!important;
}

.migration-lab-reviews{
	    background-repeat: no-repeat;
    background-size: cover;
}


/* EVENT QUICKFIXES */

	.insiderone-ghs-speaker-list-item-img img{
	width: 100%;
}


@media only screen and (max-width:767px){
	.insiderone-ghs-hero-banner-container .insiderone-ghs-bottom-logos .logo_items{
		width: 50%;
	}
}

/* EVENT QUICKFIXES */



.homepage-logo-reel-row, .homepage-hero-logo-reel{
	height: 35px;
}

.homepage-core-differentiators-body-item-media img{
	pointer-events:none;
}

@media only screen and (max-width:767px){
	.wt-cli-cookie-bar-container{
		position: absolute;
		z-index: 999999999999;
	}
	.wt-cli-cookie-bar-container h5{
		margin-top: 2vw!important;
	}
}

.cli-bar-message a{
	color:#50E9C3;
}
	
main.flexible-layout{
	overflow-x:hidden;
}

a#wt-cli-accept-all-btn, a#wt-cli-accept-btn{
	display: flex;
    justify-content: center;
    align-items: center;
}



.cli-bar-btn_container{
	margin-top: 10px;
}

#wt-cli-accept-all-btn{
	font-weight: 800!important;
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn{
	font-weight: 400!important;
}

.headbackground .post-head-container .post-info-container h2{
	color: #F8F8F8
}

body:has(.footer-light) .footer-newsletter-select2-dropdown .select2-results__option {
    color: #261a28 !important;
}

@media only screen and (min-width: 1201px) and (max-width: 1439px) {
    .homepage-hero-content h1 {
        font-size: 30px;
    }
}

.footer-badges .badge{
	width: 64px;
	height: 64px;
}

.footer-badges .badge img{
	width: 100%;
}

@media screen and (min-width:1024px){
	.header-menu-list{
	overflow-x:hidden;
}
}

@media only screen and (min-width: 320px) and (max-width: 767px) {
    .header.header-insiderone .header-banner a {
        font-size: 3vw;
    }
}

@media only screen and (max-width:768px){
	
	.header-menu-item-lang.show svg {
    transform: rotate(180deg);
    transition: all 0.3s 
ease-in;
}

.header-menu-item-lang.show{
    transition: all 0.3s 
ease-in;
}
.header-menu-item-lang-list {
    position: relative;
}
	
	
	@media screen and (min-width:768px){
		.cli-bar-container.cli-style-v2 .cli-bar-message{
	font-size:10px!important;
	}
}	

	.cli-bar-btn_container{
		display: flex!important;
	}

	
.cli-bar-btn_container a{
		font-size:3vw!important;
		width:30%!important;
		padding:2vw!important;
		display:flex!important;
		justify-content:center!important;
		align-items:center!important;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message{
		font-size:2.5vw!important;
		height: 30vw;
		overflow-y: scroll;
		-ms-overflow-style: none;
		scrollbar-width: none;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message::::-webkit-scrollbar {
    display: none;
}

}

#resources-post-slider{
	display:none;
}



.cli-bar-message {
	width:100%; 
}
.cli-tab-section {
    padding: 0 2px;
}
.cli-switch input:checked + .cli-slider {
    background-color: #EEE;
}
.cli-tab-footer .wt-cli-privacy-accept-btn {
    background-color: #50E9C3;
    color: #261A28;
    font-weight: 500;
    font-size: 16px;
}
.cli-tab-header {
    border-radius: 10px;
    background: var(--Light-Third-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), linear-gradient(0deg, rgba(255, 255, 255, 0.70) 0%, rgba(255, 255, 255, 0.70) 100%), rgba(239, 235, 228, 0.70));
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
.cli-modal-content.cli-bar-popup {
	border-radius: var(--Radius-2XL, 32px);
background: var(--Light-Second-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 100%), linear-gradient(0deg, rgba(255, 255, 255, 0.45) 0%, rgba(255, 255, 255, 7) 100%), rgba(239, 235, 228, 1));

/* Surface Shadow/M */
box-shadow: 0 6px 6px -3px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 3px 3px -1.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 1px 1px -0.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn {
	border-radius: var(--Radius-Curve, 3600px);
    background: var(--Surface-Dark, #FAFAFA);
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
div#cookie-law-info-bar {
    max-width: 920px;
    left: 50%;
    transform: translateX(-50%);
}
.cli-bar-btn_container {
    display: flex;
    gap: 8px;
}
a#wt-cli-accept-all-btn,a#wt-cli-accept-btn {
    margin-left: 0 !important;
    margin-right: 0 !important;
}
a#wt-cli-settings-btn {
    border: none !important;
    padding: 0;
}
@media screen and (max-width:768px) {
	a#wt-cli-accept-all-btn {
    width: 100%;
}
	.cli-bar-btn_container {
    display: flex;
    flex-wrap: wrap;
    text-align: center;
    justify-content: space-between;
}
a#wt-cli-reject-btn, a#wt-cli-accept-btn {
    width: 48%;
	
}
}








a.insiderone-grid-slider-right-arrow.swiper-button-disabled,a.nav-next.swiper-button-disabled {
    filter: brightness(0.9);
}

	.homepage-case-study-body-item-content-start .number {
    text-transform: uppercase;
}

.insiderone-text-with-image-details a:hover svg path {
    stroke: #E92E2F;
    transition: none;
}

.insiderone-text-with-image-details a:hover {
    color: #E92E2F;
    transition: none;
}
.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link svg {
    width: 16px;
}


.insiderone-icon-cards-grid-item-title h3 {
    font-family: 'Figtree' !important;
    line-height: 40px !important;
}

a.insiderone-text-with-image-rows-item-cta-link:hover svg.btn-arrow path {
    stroke: #E92E2F;
}

a.insiderone-text-with-image-rows-item-cta-link:hover span {
    color: #E92E2F;
}

.insiderone-faq-container .insiderone-faq-title {
	opacity:1;
}

.insiderone-faq-container .insiderone-faq-item .insiderone-faq-question .insiderone-faq-question-icon {
    background-image: url(https://insiderone.com/assets/media/2025/10/down.svg);
}

@media screen and (min-width: 1440px) {
    .insiderone-hero-banner-container {
        background-position-y: bottom;
    }
}



@media screen and (min-width: 1024px) {
	
	.insiderone-hero-banner-container .insiderone-hero-banner-content .insiderone-hero-banner-content-right .insiderone-hero-banner-form {
		padding:20px !important
	}
	@media screen and (min-width: 768px) {
    .insiderone-hero-banner-container .insiderone-hero-banner-content {
        gap: 80px;
    }
}
    .insiderone-report-tabs-container .insiderone-report-tabs-nav .insiderone-report-tabs-nav-item {
        padding: 12px 0;
        line-height: 16px;
    }
}

.insiderone-locations-slider-slides .swiper-slide {
    /*margin-right: 24px !important;*/
}

.homepage-case-study {
    background: linear-gradient(180deg, #efebe4, #fafafa);
}


.insiderone-complex-reel-container-wrap .insiderone-complex-reel-container-widget-title-wrap h2 {
    font-family: 'Red Hat Display' !important;
}

.insiderone-text-with-image-container .insiderone-text-with-image-description p,.insiderone-text-with-image-text p {
	    font-family: "Figtree", sans-serif !important;

}


.insiderone-hero-banner-content-buttons a.inso-btn-transparent:hover {
    color: #F4482B;
}


.insiderone-simple-testimonial-inner-container a {
    transition: 0.4s;
}

.insiderone-simple-testimonial-inner-container a:hover {
    color: #F4482B;
    transition: 0.4s;
}

.insiderone-comparison-general-container.mobile-cloned {
    padding: 0;
    background: transparent;
}
.insiderone-report-card-cta-main-container a:hover svg path,.insiderone-rich-text-button-section a.inso-btn-transparent:hover svg path,.insiderone-locations-slider-item-content a:hover svg path,.insiderone-icon-cards-container .insiderone-icon-cards-button-group .inso-btn:not(.inso-btn-primary):hover svg path {
	stroke:#E92E2F;
}
.homepage-insider-one-ai-body-content-item a:hover {
    color: #E92E2F;
}
 
.insiderone-glossy-metrics_wrapper h2 {
    font-weight: 400 !important;
}

.insiderone-icon-cards-button-group a:last-child,.insiderone-complex-reel-container-wrap .btn svg path {
		transition:all .2s ease-in-out;

}

a.insiderone-partner-listing-container-integration-link:hover:after, .insiderone-icon-cards-grid a:hover:after,.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link:hover:after {
    content: "";
filter:brightness(0) saturate(100%) invert(38%) sepia(79%) saturate(2904%) hue-rotate(344deg) brightness(97%) contrast(98%);
}

@media screen and (max-width: 1024px) {
    .insiderone-text-with-image-container .insiderone-text-with-image-visual {
        max-height: fit-content !important;
    }
}

.insiderone-testimonials-slider-middle img[src=""] {
    display: none;
}


@media screen and (max-width: 1023px) {
	.homepage-insider-one-ai-slide-item-content-start h3 {
    color: #261A28 !important;
}
    .insiderone-text-with-image-rows-container .insiderone-text-with-image-rows-content .insiderone-text-with-image-rows-right .insiderone-text-with-image-rows-text-panel .insiderone-text-with-image-rows-item-image img {
        height: auto;
    }
	

.insiderone-text-over-image-container:after {
    z-index: 3 !important;
}



@media screen and (max-width:768px) {
	
		.homepage-case-study-body-item-content-start .number {
		        font-size: 56px !important;

}
	
	.homepage-case-study-body-item-content-end img {
    height: 96px !important;
}
	
	.insiderone-hero-banner-container:not(.insiderone-hero-banner-container.case) {
    padding: 144px 0 32px 0 !important;
}
	a.insiderone-report-tabs-nav-item {
    white-space: pre-line !important;
}
	.comparison-ratings .brand-mobile {
    width: 100px !important;
}
}		</style>
		
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                        <h1 class="post-title">Tout ce que vous devez savoir sur les dernières règles de délivrabilité de Meta pour WhatsApp</h1>


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                                    <p class="author-info"><span class="authname"><a href="https://insiderone.com/fr/author/muharrem-derinkok/">Muharrem</a></span><span class="hipen"> - </span>Co-Founder &amp; Chief Product Officer</p>
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                                <p>Mise à jour le 20 Oct 2025</p>

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                            <div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#quest-ce-que-la-mise-a-jour-de-la-delivrabilite-de-whatsapp">Qu'est-ce que la mise à jour de la délivrabilité de WhatsApp ?</a><li class="parent-level-item"><a href="#quelles-sont-les-implications-pour-les-specialistes-du-marketing">Quelles sont les implications pour les spécialistes du marketing ?</a><li class="parent-level-item"><a href="#comment-les-specialistes-du-marketing-peuvent-ils-sadapter-au-mieux-a-ce-changement">Comment les spécialistes du marketing peuvent-ils s'adapter au mieux à ce changement ?</a><ul><li><a href="#respecter-les-preferences-des-clients-en-matiere-de-consentement-prealable-opt-in">Respecter les préférences des clients en matière de consentement préalable (opt-in)</a></li><li><a href="#ciblez-vos-principaux-acteurs-de-lengagement">Ciblez vos principaux acteurs de l'engagement</a></li><li><a href="#suivez-les-meilleures-pratiques-en-matiere-de-delivrabilite">Suivez les meilleures pratiques en matière de délivrabilité  </a></li><li><a href="#faites-en-sorte-que-lexperience-reste-personnalisee">Faites en sorte que l'expérience reste personnalisée</a></li><li><a href="#engagez-vous-ne-faites-pas-de-promotion">Engagez-vous, ne faites pas de promotion</a></li><li><a href="#reduire-les-redirections-grace-a-des-experiences-dachat-de-bout-en-bout">Réduire les redirections grâce à des expériences d'achat de bout en bout</a></li><li><a href="#ameliorez-votre-engagement-avec-whatsapp-flows">Améliorez votre engagement avec WhatsApp Flows</a></li><li><a href="#restez-dans-les-deux-sens">Restez dans les deux sens</a></li><li><a href="#en-savoir-plus">En savoir plus</a></li></ul></li></ul></div>                            <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><h2 class="wp-block-heading" id="quest-ce-que-la-mise-a-jour-de-la-delivrabilite-de-whatsapp">Qu&rsquo;est-ce que la mise &agrave; jour de la d&eacute;livrabilit&eacute; de WhatsApp ?</h2>

<p>Afin de promouvoir des strat&eacute;gies de messagerie WhatsApp &eacute;thiques, WhatsApp a introduit dans sa derni&egrave;re version des « limites de messages de mod&egrave;les marketing par utilisateur ». &Agrave; partir du 6 f&eacute;vrier 2024, de nouvelles limites ont commenc&eacute; &agrave; &ecirc;tre mises en place, d&rsquo;abord pour une cohorte s&eacute;lectionn&eacute;e d&rsquo;utilisateurs de WhatsApp en Inde, avant d&rsquo;&ecirc;tre &eacute;tendues &agrave; tous les utilisateurs indiens le 13 f&eacute;vrier 2024, et &agrave; tous les march&eacute;s, &agrave; partir du 23 mai 2024. </p>

<p>La mise &agrave; jour de WhatsApp introduit des limites sur le nombre de messages marketing qu&rsquo;un client re&ccedil;oit et sur la dur&eacute;e de ces messages, ce qui signifie que tous les utilisateurs ne recevront pas les messages que les entreprises essaient d&rsquo;envoyer. &Agrave; la suite de cette mise &agrave; jour, si plusieurs entreprises ont l&rsquo;intention d&rsquo;entamer une nouvelle conversation marketing avec un utilisateur, l&rsquo;entreprise peut recevoir le message d&rsquo;erreur suivant : « Le destinataire est incapable de recevoir ce message ». </p>

<p>Il est important de noter que la limite s&rsquo;applique uniquement &agrave; l&rsquo;initiation de nouvelles conversations marketing plut&ocirc;t qu&rsquo;aux engagements en cours. Les probl&egrave;mes de livraison, indiqu&eacute;s par les codes d&rsquo;erreur 131026 (Cloud API) et 1026 (On-Premises API), n&eacute;cessitent un recalibrage de votre strat&eacute;gie de messagerie plut&ocirc;t qu&rsquo;une r&eacute;p&eacute;tition imm&eacute;diate du message. </p>

<p>Cette initiative repr&eacute;sente un changement profond pour les entreprises qui utilisent WhatsApp et qui doivent adopter des strat&eacute;gies de marketing profond&eacute;ment centr&eacute;es sur le client. Cela permet &agrave; WhatsApp de donner la priorit&eacute; &agrave; l&rsquo;exp&eacute;rience client en r&eacute;duisant l&rsquo;encombrement publicitaire et le spam tout en favorisant des interactions significatives entre les marques et les clients. Le processus de d&eacute;cision concernant ces limites revient &agrave; Meta, qui &eacute;value diverses mesures telles que les taux de lecture et les niveaux d&rsquo;engagement pour d&eacute;terminer le plafond de la messagerie.    </p>

<p><strong>D&eacute;couvrez nos visites exclusives</strong> <a href="https://insiderone.com/product-demo-hub/?filters=CHANNEL%3DWhatsApp" target="_blank" rel="noreferrer noopener"><strong>visites exclusives de produits par Whatsapp</strong></a></p>

<h2 class="wp-block-heading" id="quelles-sont-les-implications-pour-les-specialistes-du-marketing">Quelles sont les implications pour les sp&eacute;cialistes du marketing ?</h2>

<p>Pour les marques et les sp&eacute;cialistes du marketing qui utilisent WhatsApp &agrave; des fins commerciales, cette mise &agrave; jour impose une r&eacute;&eacute;valuation de leurs strat&eacute;gies. Les messages marketing envoy&eacute;s via les mod&egrave;les WhatsApp Business seront soumis &agrave; ces limites, ce qui pourrait avoir un impact sur les taux de livraison si les messages ne trouvent pas d&rsquo;&eacute;cho aupr&egrave;s du public.   </p>

<p>Bien que certains messages &#8211; tels que les discussions continues avec le service client&egrave;le dans une fen&ecirc;tre de 24 heures, les OTP et les messages transactionnels, ainsi que les clics vers les publicit&eacute;s WhatsApp &#8211; ne soient pas affect&eacute;s par ces restrictions, les diffusions promotionnelles et les messages de marketing non contextuels pourraient &ecirc;tre touch&eacute;s.  </p>

<h2 class="wp-block-heading" id="comment-les-specialistes-du-marketing-peuvent-ils-sadapter-au-mieux-a-ce-changement">Comment les sp&eacute;cialistes du marketing peuvent-ils s&rsquo;adapter au mieux &agrave; ce changement ?</h2>

<p>Cette &eacute;volution souligne l&rsquo;importance de revenir &agrave; l&rsquo;essentiel lorsqu&rsquo;il s&rsquo;agit de votre strat&eacute;gie de messagerie. <strong>Il s&rsquo;agit de privil&eacute;gier la qualit&eacute; &agrave; la quantit&eacute;</strong>. Pour aider les sp&eacute;cialistes du marketing &agrave; faire face &agrave; ces changements, Insider One&rsquo;s WhatsApp BSP vous permet de maintenir une bonne hygi&egrave;ne en mati&egrave;re de d&eacute;livrabilit&eacute; en vous aidant &agrave; renforcer votre strat&eacute;gie de messagerie de base.   </p>

<p>Examinons quelques strat&eacute;gies de messagerie infaillibles qui vous aideront &agrave; vous faire une place dans la bo&icirc;te de r&eacute;ception WhatsApp de vos utilisateurs.</p>

<h3 class="wp-block-heading" id="respecter-les-preferences-des-clients-en-matiere-de-consentement-prealable-opt-in">Respecter les pr&eacute;f&eacute;rences des clients en mati&egrave;re de consentement pr&eacute;alable (opt-in)</h3>

<p>Il est plus important que jamais de d&eacute;finir les bonnes attentes lors de la collecte d&rsquo;opt-ins aupr&egrave;s des utilisateurs pour les contacter sur WhatsApp. Soyez franc quant au type d&rsquo;engagement pour lequel ils s&rsquo;inscrivent, qu&rsquo;il s&rsquo;agisse de rappels, de promotions, de notifications, de mises &agrave; niveau ou d&rsquo;autre chose. Insider One propose une large s&eacute;lection de mod&egrave;les d&rsquo;opt-in pr&eacute;d&eacute;finis que les sp&eacute;cialistes du marketing peuvent utiliser de mani&egrave;re strat&eacute;gique pour collecter des opt-ins qualifi&eacute;s.    </p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img fetchpriority="high" decoding="async" width="1024" height="867" src="https://insiderone.com/assets/media/2023/11/what-1024x867.png" alt="Insider One's WhatsApp Business Platform pour cr&eacute;er des opt-ins et augmenter votre base d'abonn&eacute;s" class="wp-image-449755" srcset="https://insiderone.com/assets/media/2023/11/what-1024x867.png 1024w, https://insiderone.com/assets/media/2023/11/what-300x254.png 300w, https://insiderone.com/assets/media/2023/11/what-768x650.png 768w, https://insiderone.com/assets/media/2023/11/what.png 1372w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<h3 class="wp-block-heading" id="ciblez-vos-principaux-acteurs-de-lengagement">Ciblez vos principaux acteurs de l&rsquo;engagement</h3>

<p>La segmentation est votre meilleur alli&eacute;. Utilisez la segmentation pr&eacute;dictive pour cibler les personnes qui sont plus susceptibles de s&rsquo;engager avec votre type de mod&egrave;le de message et celles qui pr&eacute;f&egrave;rent WhatsApp comme canal. Exploitez les plus de 120 attributs d&rsquo;Insider One pour approfondir vos segments et offrir des exp&eacute;riences significatives qui comptent le plus pour votre public.  </p>

<h3 class="wp-block-heading" id="suivez-les-meilleures-pratiques-en-matiere-de-delivrabilite">Suivez les meilleures pratiques en mati&egrave;re de d&eacute;livrabilit&eacute;  </h3>

<p>Utilisez &agrave; votre avantage les fonctions de d&eacute;livrabilit&eacute; d&rsquo;Insider One bas&eacute;es sur l&rsquo;IA, telles que le plafonnement de la fr&eacute;quence et l&rsquo;optimisation de l&rsquo;heure d&rsquo;envoi. Le plafonnement de la fr&eacute;quence d&rsquo;envoi de WhatsApp vous permet de limiter le nombre de messages qu&rsquo;un utilisateur peut recevoir au cours d&rsquo;une p&eacute;riode donn&eacute;e, par exemple en lui envoyant un maximum de cinq messages par jour. Cela &eacute;vite de spammer les abonn&eacute;s avec un trop grand nombre de messages, r&eacute;duisant ainsi le risque qu&rsquo;ils se d&eacute;sabonnent de votre marque. L&rsquo;optimisation de l&rsquo;heure d&rsquo;envoi vous aide &agrave; envoyer le bon message au bon moment &agrave; votre public, en optimisant le taux d&rsquo;ouverture.   </p>

<h3 class="wp-block-heading" id="faites-en-sorte-que-lexperience-reste-personnalisee">Faites en sorte que l&rsquo;exp&eacute;rience reste personnalis&eacute;e</h3>

<p>Veillez &agrave; utiliser un contenu dynamique, tel que le dernier produit achet&eacute; ou le dernier article consult&eacute;, afin de rendre les messages plus pertinents pour votre public. La diffusion ne fonctionne pas pour WhatsApp, ce qui entra&icirc;ne des d&eacute;sabonnements.   </p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img decoding="async" width="1024" height="841" src="https://insiderone.com/assets/media/2024/05/whatsapp-meta-3-1024x841.png" alt="Insider One vous permet de proposer des promotions sur mesure &agrave; des segments de public sp&eacute;cifiques." class="wp-image-478201" srcset="https://insiderone.com/assets/media/2024/05/whatsapp-meta-3-1024x841.png 1024w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-3-300x246.png 300w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-3-768x631.png 768w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-3.png 1372w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<h3 class="wp-block-heading" id="engagez-vous-ne-faites-pas-de-promotion">Engagez-vous, ne faites pas de promotion</h3>

<p>Explorez les cas visiteurs anonymes qui offrent des exp&eacute;riences significatives aux utilisateurs. Optez pour des cas d&rsquo;usage tels que les alertes de prix, les promotions sur les listes de souhaits, les alertes de rupture de stock, les rappels de r&eacute;approvisionnement, et plus encore, plut&ocirc;t que pour des promotions en rafale.   </p>

<h3 class="wp-block-heading" id="reduire-les-redirections-grace-a-des-experiences-dachat-de-bout-en-bout">R&eacute;duire les redirections gr&acirc;ce &agrave; des exp&eacute;riences d&rsquo;achat de bout en bout</h3>

<p>Le nombre de messages promotionnels susceptibles d&rsquo;&ecirc;tre envoy&eacute;s &agrave; vos utilisateurs &eacute;tant d&eacute;sormais limit&eacute;, il est important d&rsquo;utiliser au mieux ceux qui sont envoy&eacute;s. Au lieu de rediriger vos utilisateurs vers d&rsquo;autres canaux, ajoutez des exp&eacute;riences d&rsquo;achat de bout en bout dans WhatsApp &agrave; l&rsquo;aide de la solution Insider One <a href="https://insiderone.com/fr/whatsapp-commerce/" target="_blank" rel="noreferrer noopener"><strong>WhatsApp Commerce</strong></a><strong>d&rsquo;</strong> Insider One, qui permet aux utilisateurs de d&eacute;couvrir, de parcourir et d&rsquo;acheter dans l&rsquo;application.   </p>

<h3 class="wp-block-heading" id="ameliorez-votre-engagement-avec-whatsapp-flows">Am&eacute;liorez votre engagement avec WhatsApp Flows</h3>

<p>Cr&eacute;ez des exp&eacute;riences interactives de type application au sein de WhatsApp pour collecter des leads et faire en sorte que les utilisateurs effectuent d&rsquo;autres actions telles que choisir une place, fournir des feedbacks, ajouter des pr&eacute;f&eacute;rences, et plus encore en utilisant&#8230; <a href="https://insiderone.com/whatsapp-flows/" target="_blank" rel="noreferrer noopener"><strong>WhatsApp Flows</strong></a>. Ces flux am&eacute;liorent les performances de vos messages WhatsApp et vous aident &agrave; qualifier facilement vos prospects pour une exp&eacute;rience plus significative. </p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1200" height="800" src="https://insiderone.com/assets/media/2024/05/whatsapp-meta-2.png" alt="WhatsApp Flows d'Insider One permet aux marques de proposer des exp&eacute;riences interactives telles que la r&eacute;servation d'un restaurant dans WhatsApp." class="wp-image-478205" srcset="https://insiderone.com/assets/media/2024/05/whatsapp-meta-2.png 1200w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-2-300x200.png 300w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-2-1024x683.png 1024w, https://insiderone.com/assets/media/2024/05/whatsapp-meta-2-768x512.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /></figure></div>
<h3 class="wp-block-heading" id="restez-dans-les-deux-sens">Restez dans les deux sens</h3>

<p>Dans un monde o&ugrave; la recherche, les ventes et l&rsquo;assistance deviennent conversationnelles, pourquoi ne pas faire de m&ecirc;me pour le marketing ? Transformez vos messages marketing unidirectionnels en exp&eacute;riences client conversationnelles bidirectionnelles pour stimuler l&rsquo;engagement. Tirez parti de l&rsquo;IA g&eacute;n&eacute;rative pour mettre vos dialogues bidirectionnels en pilote automatique afin de garantir une disponibilit&eacute; 24 heures sur 24 et 7 jours sur 7 lorsque vos utilisateurs ont des questions avant d&rsquo;acheter.  </p>

<p>Pr&eacute;parez votre strat&eacute;gie de messagerie aux futurs changements en mati&egrave;re de d&eacute;livrabilit&eacute;</p>

<p>Si la mise &agrave; jour de WhatsApp peut poser des d&eacute;fis aux sp&eacute;cialistes du marketing, elle repr&eacute;sente &eacute;galement une opportunit&eacute; de diff&eacute;rencier les marques gr&acirc;ce &agrave; un contenu de haute qualit&eacute;, engageant et &agrave; des interactions personnalis&eacute;es. En se concentrant sur la valeur ajout&eacute;e et l&rsquo;am&eacute;lioration de l&rsquo;exp&eacute;rience client, les marques peuvent forger des relations plus fortes avec leur public et se d&eacute;marquer dans le paysage concurrentiel. </p>

<p>En conclusion, la mise &agrave; jour de WhatsApp concernant les limites des mod&egrave;les de messages marketing par utilisateur souligne l&rsquo;importance de l&rsquo;adaptabilit&eacute; et de la planification strat&eacute;gique lors de l&rsquo;&eacute;laboration d&rsquo;une strat&eacute;gie de messagerie centr&eacute;e sur le client. En comprenant les implications de ces changements et en mettant en &oelig;uvre des strat&eacute;gies exploitables, les sp&eacute;cialistes du marketing peuvent naviguer efficacement dans le paysage WhatsApp en constante &eacute;volution et continuer &agrave; susciter un engagement significatif aupr&egrave;s de leur public en Inde et &eacute;ventuellement dans d&rsquo;autres r&eacute;gions. </p>

<h3 class="wp-block-heading" id="en-savoir-plus">En savoir plus</h3>

<p>Discutez avec nos experts en d&eacute;livrabilit&eacute; de l&rsquo;&eacute;laboration d&rsquo;une meilleure strat&eacute;gie WhatsApp en<a href="https://insiderone.com/fr/request-a-demo/" target="_blank" rel="noreferrer noopener">r&eacute;servant une d&eacute;mo</a> avec nous d&egrave;s aujourd&rsquo;hui.</p>
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                                <a href="https://insiderone.com/fr/author/muharrem-derinkok/">
                                    <span>Muharrem </span>
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                            Co-Founder &amp; Chief Product Officer                        </p>

                                                    <p class="author-bio">Muharrem is a visionary entrepreneur and Co-Founder of Insider One. With over a decade of experience in the SaaS and digital marketing space, he has played a key role in scaling the company from an early-stage startup into a global unicorn. He leads product strategy, UX/UI design, innovation, and global product–market fit, driving sustainable growth through customer-centric technology and data-driven decision-making.</p>
                        
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