Messaging Limits, Quality Rating
Last updated
Last updated
Messaging limits determine the maximum number of business-initiated conversations you can initiate using each of your phone numbers in a rolling 24-hour period. A business-initiated conversation begins when the first template message is delivered to a customer and ends 24 hours later.
Business phone numbers with a connected status and approved display name can initiate conversations with the following number of unique customers in a rolling 24-hour period;
1K unique customers
10K unique customers
100K unique customers
An unlimited number of unique customers
This amount starts at 1K unique customers and scales automatically based on phone number status, phone number quality rating, and how often you initiate conversations with unique customers.
If you meet these requirements but your business phone number has a low quality rating, you may continue to be limited to 250 business-limited conversations until its quality rating improves.
You can check your current messaging limits in the ‘WhatsApp Manager -> Overview Dashboard -> Insights tab’.
The panel depicted below will only show your current limit if your messaging limit has increased from the default limit of 250.
Each time you initiate a new conversation with a unique customer we will determine if your limit should be increased. This determination is based on the following criteria;
Your phone number status is connected
Your phone number quality rating is Medium or High
In the last 7 days you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2
If you meet all conditions, Meta will increase your messaging limit by one level in 24 hours.
Messaging limit increased from 1K to 10K in 2 days;
Day 1
Day 2
Day 3
Day 4
Day 5
Business-initiated conversations (new)
500
500
Business-initiated conversations in last 7 days
500*
1,000
Messaging limit
1K
10K
If the 500th conversation is initiated at 3:00 PM for example, the messaging limit is increased at 3:00 PM the following day (i.e 24 hours later)
Messaging limit increased from 1K to 10K in 4 days;
Day 1
Day 2
Day 3
Day 4
Day 5
Business-initiated conversations (new)
100
200
200
300
Business-initiated conversations in last 7 days
100
300
500*
800
Messaging limit
1K
1K
1K
10K
If the 500th conversation is initiated at 7:00 PM (for example), the messaging limit is increased at 7:00 PM the following day (i.e. 24 hours later)
Each time you initiate a new conversation with a unique customer Meta will check your phone number quality rating. If the rating has been found to be marked spam/blocked for the last 7 days, Meta will immediately decrease your messaging limit by one level.
Your quality rating is based on how messages have been received by recipients over the past seven days and is weighted by recency. It is determined by a combination of quality signals from conversations between businesses and users. Examples include user feedback signals like blocks, reports and the reasons users provide when they block a business.
A message template's Quality Rating can have the following status:
Active - Quality pending: The message template has yet to receive quality feedback from customers. Message templates with this status can be sent to customers and will be monitored for rating.
Active - High Quality: The template has received little or no negative customer feedback. Message templates with this status can be sent to customers.
Active - Medium Quality: The template has received negative feedback from multiple customers but may soon become paused or disabled. Message templates with this status can be sent to customers.
Active - Low Quality: The template has received negative feedback from multiple customers. Message templates with this status can be sent to customers but are in danger of being paused or disabled soon, so it is recommended that you address the issues that customers are reporting.
Your business phone number's status, quality rating, and messaging limits are displayed in the WhatsApp Manager -> Account tools -> Phone numbers tab in WhatsApp Manager
It is normal for numbers with high traffic to experience quality changes within short intervals (even within minutes).
Make sure messages follow the WhatsApp Business Policy and Commerce Policy
Only send messages to users who have opted into receiving messages from your business
Make the messages highly personalised and useful to users. Avoid sending open-ended welcome or introductory messages
Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimising for content and length
It is important to build and maintain a high quality customer experience on WhatsApp, so that customers can keep using this channel to communicate with your business. To protect users, WhatsApp has a reporting and blocking mechanism. If a user doesn't like the experience they get, they might block or report your business number.
A block or report action against your business keeps you from contacting those users and impacts your phone number reach and the template availability.
To help you keep a high quality experience for your customers, we recommend that you monitor the quality signals to assess how messages are being received by users and act on relevant updates as quickly as possible.
