Quality Rating & Messaging Limitations
Quality Rating
Your quality rating reflects how recipients have responded to your messages in the past seven days, with more focus on recent interactions. It’s based on indicators like user feedback, blocks, reports, and reasons for 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.
It is usual for numbers with high traffic to experience quality changes within short intervals (even within minutes).
For more information about quality ratings, go to About your WhatsApp Business phone number’s quality rating.
Maintaining High Quality
To maintain high quality, follow the below rules:
make sure messages comply with the WhatsApp Business Policy and Commerce Policy,
only send messages to users who have opted in to 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 and informational messages, optimizing for content and length; avoid sending customers too many messages a day.
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 Message Template is delivered to a customer and ends 24 hours later.
Business phone numbers with a connected status and approved Display Name can initiate conversations with up to 1K, 10K, 100K, or an unlimited number of unique customers in a rolling 24-hour period. The limit scales automatically based on phone number status, quality rating, and frequency of interactions.
If your business phone number has a low-quality rating, you may remain limited to 250 business-initiated conversations until it improves. Unverified numbers without a connected status and approved Display Name are also limited to 250 conversations in 24 hours.
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).
Checking Your Limit
Check your 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:
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, Meta will increase your messaging limit by one level in 24 hours.