Meta introduced frequency capping to protect the inbox: a person who receives promotional messages from many brands at once starts ignoring or blocking all of them, which degrades the channel for everyone.
The cap is per user, not per business. A merchant's campaign can therefore be filtered even if their own cadence is modest, simply because the recipient has already hit their marketing limit with other brands. Capped messages are not delivered, and the API reports the failure with a dedicated error code.
The practical response is quality over quantity: prioritize the campaigns that matter, target engaged segments, and lean on utility and service conversations, which the cap does not touch.
