Messaging Limits

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 without a connected status and an approved display name are limited to 250 business-initiated conversations in a rolling 24-hour period. This includes all business phone numbers of an unverified business, since these numbers cannot receive display name approval until the business is verified.

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 customer
• 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.

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Note

If you meet these requirements but your business phone number has a low quality rating, you may continue to be limited to 250 business-initiated conversations until its quality rating improves.

If you reach your messaging limit, you can initiate more conversations as soon as one or more active conversations end. For example:

Checking Your Limit

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.

Quality Rating

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.

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.

Note that it is normal for numbers with high traffic to experience quality changes within short intervals (even within minutes).

See About WhatsApp Business Account Message Quality Rating for more information about quality ratings.

Maintaining High Quality

• Make sure messages follow the WhatsApp Business Policy and Commerce Policy 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.