Messaging Limits and Quality Rating

Messaging limits determine the maximum number of business-initiated conversations each phone number can start in a rolling 24-hour period. These limits do not apply to user-initiated conversations. A business-initiated conversation starts when the first message is delivered to a customer and ends 24 hours later.
There are five messaging limit levels:
  • 250 business-initiated conversations with unique customers in a rolling 24-hour period (when the Business Manager is not verified)
  • 1K business-initiated conversations with unique customers in a rolling 24-hour peri
  • 10K business-initiated conversations with unique customers in a rolling 24-hour period.
  • 100K business-initiated conversations with unique customers in a rolling 24-hour period.
  • An unlimited number of business-initiated conversations in a rolling 24-hour period
Messaging limits are increased or decreased automatically based on your phone number status, phone number quality rating, and how often you initate converstations with unique customers.
All businesses and phone numbers start with 1K business-initiated conversations with unique customers in a rolling 24-hour period. If you reach your messaging limit, you can start more conversations as soon as one or more active conversations end. For example:
Could not load image

WhatsApp is changing the way they automatically increase messaging limits for businesses in Brazil, Colombia, and Mexico. Please refer to the Changes to Increasing Your Limit section for details.
Each time you initiate a new conversation with a unique customer, WhatsApp will determine if your limit should be increased. This determination is based on the following criteria:
  • phone number status is Connected
  • phone number quality rating is Medium or High
  • account has been at the current messaging limit for at least 48 hours
  • in the last 7 days account have initiated X or more conversations with unique customers, where X is the current messaging limit multiplied by 2
If you meet all conditions, WhatsApp will increase your messaging limit immediately.

Messaging limit increased from 1K to 10K in 3 days:
Text
Day 1
Day 2
Day 3
Day 4
Day 5
Business-initiated conversations (new)
1,000
1,000
1,000
Business-initiated conversations in last 7 days
1,000
2,000*
3,000
Messaging limit
1K
1K
10K
Messaging limit increased from 1K to 10K in 5 days:
Text
Day 1
Day 2
Day 3
Day 4
Day 5
Business-initiated conversations (new)
500
500
500
500
500
Business-initiated conversations in last 7 days
500
1,000
1,500
2,000*
2,500
Messaging limit
1K
1K
1K
1K
10K

Each time you initiate a new conversation with a unique customer, WhatsApp will check your phone number quality rating.
If the rating has been Low for the last 7 days, WhatsApp will immediately decrease your messaging limit by one level.

Starting September 2022, WhatsApp will be changing the way they automatically adjust messaging limits. These changes are described below and will initially apply only to businesses in Brazil, Colombia, and Mexico, but will eventually apply to all businesses.
Each time you initiate a new conversation with a unique customer WhatsApp 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, WhatsApp will increase your messaging limit by one level in 24 hours.

Messaging limit increased from 1K to 10K in 2 days:
Text
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 3pm (for example), the messaging limit is increased at 3pm the following day (i.e. 24 hours later).
Messaging limit increased from 1K to 10K in 4 days:
Text
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 7pm (for example), the messaging limit is increased at 7pm the following day (i.e. 24 hours later).

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.

  • 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 personalized 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, optimizing for content and length.

Partners have multiple ways of checking the Messaging Limits and Quality Ratings of a specific WABA.

Use the Get list of channels endpoint to retrieve the current_limit and current_quality_rating of a specific WABA.

You can see this information in the WABA tab of your Partner Hub, under every registered account.

The client can check their current messaging limits and quality rating in their WhatsApp Manager > Overview Dashboard > Insights tab.
If the account is flagged for some reason, the review themselves from Meta Business Manager > Account Quality. They do not need to contact 360dialog to do this.
The Account Quality page is in the URL business.facebook.com/accountquality
Copy link
On this page
Messaging Limits
Increasing Messaging Limit
Decreasing Messaging Limit
Changes to Increasing Messaging Limit
Quality Rating
Maintaining High Quality
Checking Messaging Limits and Quality Rating
In the Partner API
In the Partner Hub
In the Business Manager