Message Frequency Caps

Message Frequency Caps

Frequency caps help you control the number of messages your users receive.

It’s common to run multiple messages simultaneously, or in close proximity to one another. The same user may qualify for more than one of these messages and be subject to receive several messages in tight succession. Alternatively, for a recurring or triggered message, the same user may re-qualify and again be subject to receiving the same message more than once.

Frequency caps allow you to ensure your users don’t receive too many messages.

In CleverTap, there are two classes of frequency cap:

  • Global frequency caps: control the maximum messages a user should get across channel of communication
  • Message-level frequency caps: define how often a user can receive a particular ongoing message

Global Frequency Caps

Global Frequency Caps operate on a per-channel basis and allow you to specify, message cadence, dwell time between messages and throttle limits (rates of delivery).

Message cadence

You can define the maximum number of messages a user should get, for a specific channel of communication, across campaigns. X messages in Y days.

Example: You can define a cadence of 3 push notification in 7 days. This will ensure that users get only 3 push messages in 7 days.

Minimum value for (X) messages – 1
Minimum value (Y) for days – 1
Maximum value (Y) for days – 7

Dwell Time Between Messages:

For a channel of communication, you can define the minimum time gap that should be maintained between messages, for a channel of communication.

Example: There should be a minimum gap of at least 4 hours between messages.

Minimum gap – 15 mins
Maximum gap – 7 days


You can control the rate at which messages are sent out of CleverTap. The control rate is defined as number of messages, every 5 mins.

Example: Send no more than 15000 messages every

5 mins. This will throttle the rate at which all campaigns go out.

Throttle limits are typically applicable to large, one-time messages. For example, if you intend to send message out to your entire base or a large subset of your base, and you include a call to action that takes the form of a link in the message, when you users receive the message and click they will be directed to the call to action resource you included. Depending on the size of your message, you may wish to set a throttle limit to ensure that your notifications are not all delivered at once such that a large number of users are not simultaneously being directed to the same resource.

Message-level Frequency Caps

Message level caps will allow you to control the number of times a particular ongoing message is delivered to the same user. These caps are typically important for recurring messages or triggered messages where the same user may re-qualify multiple times.

Control Options:

  • Send every time the user qualifies (default) – will send a message every time the user qualifies (can choose to respect global caps)

  • Send with a minimum gap of – at least 3 hours, between subsequent messages

Message level and Global frequency caps work together when configured and applied simultaneously. A user who may be subject to either or both frequency cap limits.

When a frequency cap applies to a user, CleverTap will not deliver the associated message. The dropped messages will be accounted for in the Campaign Report error table.