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Quality rating & messaging limitations

Quality Rating

Your quality rating reflects the reception of your messages by recipients within the last seven days, with a greater emphasis on recent interactions. It is calculated through a blend of quality indicators derived from exchanges between businesses and users. These indicators encompass user feedback signals such as blocks, reports, and the rationales users provide when blocking 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.

  • 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.

Meta 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.

Note that 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.

Alternatively, you can open a direct support ticket and request a messaging tier upgrade (Ask a Question > WABiz: Phone Number & Registration > Request type > Request a Messaging Tier Upgrade).

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.

Increasing Your Limit

Each time you initiate a new conversation with a unique customer Meta will determine if your limit should be increased. This determination is based on the following criteria:

If you meet all conditions, Meta will increase your messaging limit by one level in 24 hours.

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