Messaging Limits & Quality Rating
Messaging Limits
Messaging limits are the maximum number of unique WhatsApp user phone numbers your business can deliver messages to, outside of a customer service window, within a moving 24-hour period. Messaging limits are calculated and set at the business portfolio level and apply to all business phone numbers within that portfolio.
There are five messaging limit levels:
250 business-initiated conversations with unique customers in a rolling 24-hour period (when the number is registered)
2K business-initiated conversations with unique customers in a rolling 24-hour period
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
Increasing Messaging Limit from 250 to 2k
The limit can be increased to 2,000 by completing one of the scaling paths:
Partner-led Business Verification
Meta Business Verification
Send 2,000 delivered templates to unique WhatsApp user phone numbers within a 30-day moving period with a high quality rating.
Our Partner-led Business Verification flow enables businesses to scale much faster than the automatic upgrade. See our documentation and learn how to scale with Partner-led Business Verification.
Once one path is completed, Meta will analyze message quality. Based on their analysis, the number's eligibility for automatic scaling will either be approved or denied.
Approvals
If the request is approved, the limit is increased to 2,000 immediately, and the client is notified via email. In addition, the webhook will be triggered and sent to the partner webhook URL. More info can be found here.
Denials
If the request is denied, the current limit remains, and the client will be notified via email.
The alert value will be shared so the business can take action as follows:
increased_capabilities_eligibility_deferred
Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers in a 30-day moving period, using templates with a high quality rating.
increased_capabilities_eligibility_failed
Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers in a 30-day moving period, using templates with a high quality rating.
increase_capabilities_eligibility_need_more_info
Verify your identity, or send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers within a 30-day moving period, using templates with a high quality rating.
Increasing Messaging Limit from 2k upwards
Once the business portfolio’s messaging limit has been increased to 2,000, Meta will determine if it should be increased further according to the following criteria:
The client is sending high-quality messages across all of business phone numbers and templates
In the last 7 days, the business has utilized at least half of its current messaging limit
If these criteria are met, Meta will increase the business portfolio’s limit by one level within 6 hours.
If the quality rating drops, the messaging limit will not be downgraded
Quality Rating
The quality rating is based on how recipients have received messages 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 such as read rates, blocks, and reports, as well as 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.
Approved message templates start out with a Quality pending rating. If a message template continuously receives negative feedback, it will eventually cause a change in the template status. As long as a message template has an Active status, regardless of the quality rating, it can be sent to customers. However, once a message template's status changes to any other status, it cannot be sent to customers until it becomes active again.
Maintaining High Quality
To help your clients create a quality customer experience, review these expectations and best practices with them and include them in your documentation:
Meta requires businesses to get opt-in from customers before initiating a conversation, which can be obtained both on and off WhatsApp
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.
Clearly communicate the value of receiving important updates on WhatsApp. Make the messages highly personalized and useful to users
Be explicit about what types of messages a customer is opting-in to and honor those customer choices
Regularly monitor your quality metrics. Be mindful of customer preferences and update communications strategy accordingly, such as message frequency, contacts list etc.
Provide instructions for how to opt-out of receiving specific messages. For example, include a ‘STOP’ or an ‘UNSUBSCRIBE’ button to make it easy for people to control the communication they receive. We’ve made this simple with the marketing opt-out button that businesses can add to their templates.
Honor customer requests by ensuring opted-out users don’t receive messages from any phone numbers from your business to mitigate risk of customers blocking or reporting your business
Meta constantly monitors user sentiment and feedback shared by the user. If a business’s phone number has a low quality rating for an extended period of time, the phone number is flagged and could be rate limited. If a message template a business sends results in a high enough rate of people blocking or reporting the business, the template will be paused from being sent to more customers until it is updated.
Please ensure your clients are aware of these quality systems and processes. As more businesses find value in connecting with people through messaging, Meta continue to refine their quality systems, build helpful user controls and introduce additional types of enforcement.
Checking Messaging Limits and Quality Rating
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.
In the Partner API
Use the Get list of channels endpoint to retrieve the current_limit and current_quality_rating
The existing current_limit value will now indicate the business portfolio's messaging limit or the business phone number's throughput level. The parameter will be removed in February, 2026.
Get webhook notifications for Quality Rating
You will receive phone_number_quality_update webhook notifications when the phone number's quality status changes.
In the Partner Hub
You can see this information in the WABA Management App of every registered account.
In the Business Manager
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
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