Messaging Limits & Rating

Messaging Limits & Rating are conditions which allows you to send number of messages to people in 24 hours windows.

Messaging Limits are allocated by Meta and can be increased / decreased as depending on the user's conversation and other variables such as marking as spam/ blocking number.

Messaging Limits

Conversation means exchange of message between business and customer. In 1 conversation - thousands of message can be exchanged within 24 hours.

• New Onboarded Number - 250 people / days

• Tier 1 - 1,000 people / day (After Fb Verification)

• Tier 2 - 10,000 people / day

• Tier 3 - 1,00,000 people / day

• Tier 4 - No limit / restriction on number.

Messaging Limit Increment Criteria

• your phone number status is Connected

• your phone number quality rating is Medium or High

• Display name is approved.

• 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, WhatsApp will increase your messaging limit by one level in 24 hour

Send High-Quality Messages

If you are rejected for business or identity verification, ensure that you are sending high-quality messages. We will periodically reevaluate your messaging activity and quality and based on this analysis, may approve an increase.

Here are some guidelines for sending high-quality messages:

• Make sure messages follow the WhatsApp Business Messaging 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.

• Provide instructions for opting out of specific messages, incorporating features like a 'STOP' or 'UNSUBSCRIBE' button to facilitate user control over communications.

New Marketing Message Limitations in India

WhatsApp is introducing new measures in India to enhance user experiences and increase engagement with marketing template messages. These measures involve restricting the number of marketing template messages a user can receive from any business within a specific timeframe. This limit will initially 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.