Messaging Limits & Quality Ratings
Maintain a good quality rating and take your messaging to the next level on WhatsApp
It is essential to make sure your messages are top-notch and not overwhelming. This means being mindful of the number of messages you send and maintaining a good quality rating. Let's break down what this all means for your business.
What Are Messaging Limits?
Messaging limits are like rules that say how many people you can send messages to each day. The idea is not to flood everyone with messages. These limits do not apply to service conversations, and there are five in total.
Limited Access (New Whatsapp Business Account): You can chat with up to 250 people every day.
Tier 1 (After Facebook Verification): You get to talk to 2,000 people each day.
Tier 2: Now you can chat with 10,000 people each day.
Tier 3: This level lets you connect with 100,000 people every day.
Tier 4: No limits here – chat with as many people as you need.
To check your Account's Messaging Limit, go to WhatsApp Channel and you will see the Messaging Limit of Gallabox on the left, along with Meta's limit on the right. Refer the GIF below. The Gallabox Messaging Limit is set based on your price plan, and Meta's limit is based on the WABA criteria.
Moving Up the Tiers
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
Display name is Approved
Keep the current messaging limit for at least 48 hours
If you meet all conditions, WhatsApp will increase your messaging limit by one level in 6 hours
Increasing Messaging Limit from 2k upwards
As your business grows and send more messages, you can move up to higher tiers. If your current Limit is 2K (Tier 1), you must send messages to at least 1500 unique users per day within the next 7 days to upgrade your Broadcast Limit & move to the next tier 10K (Tier 2). This upgrade will happen automatically once all the criteria is met.
Increasing Messaging Limit to unlimited
If you reach your messaging limit (2K), you can commence additional conversations as soon as one or more ongoing conversations conclude. For instance:
Examples:
Messaging limit increased from 2,000 to 10,000 in the same day:
If the 2000th conversation is initiated at 3 pm, the messaging limit is increased at 9 PM the same day (i.e., 6 hours later) when the other criteria is met. Every time a conversation window closes, a new one can be opened to replace for the time interval.
Flagged Status
Flagged Status of a channel is now deprecated. If your business quality rating drops, it only affects the message delivery rates - and not the rate limit. There will be no drop in rate limits.
Quality Ratings
Your quality rating is like a report card for your messages. It's based on how your messages are received by the people you're chatting with. So, if you're sending messages that people don't like and they block you or report you, your rating goes down. To keep it high, make sure your messages are helpful, and may start conversations.
To check your Account's Quality Rating, go to WhatsApp Channel and you will see. Refer the GIF below.
Maintain High Quality Rating
To keep your messaging in good health:
Meta mandates businesses to obtain customer opt-in before initiating a conversation, feasible both on and off WhatsApp.
Ensure that messages comply with the WhatsApp Business Policy and Commerce Policy. Limit messages to users who have expressly opted to receive communications from your business.
Craft highly personalized and beneficial messages to users, avoiding generic and open-ended introductions. This increases the chances of starting a conversation with new users.
Exercise caution with message frequency, smartly limited daily communication, and optimize content for length, media etc for engaging informational messages.
Clearly convey the value of receiving important updates on WhatsApp and maintain personalization in messages.
Explicitly specify the types of messages customers are opting into and honor their choices accordingly.
Provide instructions for opting out of specific messages, incorporating features like a 'STOP' or 'UNSUBSCRIBE' button to facilitate user control over communications.
Honor customer requests by preventing opted-out users from receiving messages, reducing the risk of customers blocking or reporting your business.
Meta actively monitors user sentiment and feedback, flagging phone numbers with low quality ratings over an extended period. Message templates resulting in a high rate of blocking or reporting may be paused until updated.
Changes effective from October 7, 2025
Where are the limits set?
On individual business phone numbers.
For example, phone number A could have a limit of 10K but phone number B could have a limit of 100K.
On individual business portfolios.
For example, a portfolio with two business phone numbers could have a limit of 100K, and both phone numbers share the 100K limit.
Starting limit for newly created business portfolios
NA
250
Starting limit for a newly registered number
250
Shares the messaging limit set on the business portfolio.
Time to increase limit via automatic scaling
Limit increased 24 hours after meeting criteria.
Limit increased 6 hours after meeting criteria.
Phone number quality states
If your business phone number quality rating has been set to Flagged for the last 7 days, we will decrease its limit by one level, immediately.
If your business phone number quality rating drops, its messaging limit will not be downgraded.
Marketing Message Limitations in India
WhatsApp has introduced measures in India to enhance user engagement with marketing template messages. These measures involve limiting the number of marketing template messages a user can receive from any business within a specific timeframe. This limit will affect a small number of marketing conversations that are less likely to engage users.
Importantly, this restriction only applies to marketing template messages that initiate a new conversation. Ongoing marketing conversations won't be impacted.
Should a marketing template message exceed this limit, resulting in non-delivery, the Cloud API will issue error code 131026, and the On-Premises API will return error code 1026. These error codes indicate possible non-delivery reasons, but for privacy purposes, specific details about the limit causing non-delivery won't be disclosed by META Team.
A strategy of delaying re-sending attempts in longer time intervals is recommended until successful delivery is achieved. This initiative reflects WhatsApp's commitment to improving both the business and customer experience on the platform, with ongoing refinements to these measures expected.
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