How do message sending limits work based on WhatsApp number quality?
This article explains how Meta defines message sending limits for numbers connected to WhatsApp Business API, why it is important to maintain a good quality rating, and how the limit can be increased.
This article explains how Meta definesmessage sending limitsfor numbers connected to WhatsApp Business API, why it is important to maintain a goodquality rating, and how the limit can beincreased automatically by meeting certain criteria.
❓Frequently asked question or initial context
Why can't my company start more conversations on WhatsApp?
How can I increase the daily message limit?
Does my number's quality affect the number of customers I can contact?
Meta establishes a control system that limits the number of conversations a company can start per day. This limit varies based on thenumber quality ratingand recentusage volume.
🤓 Explanation
WhatsApp evaluates thephone number qualitybased on how users react to received messages. Indicators such as:
Blocks by users.
Spam reports.
Negative feedback.
Frequency of sends and content relevance.
These signals determine whether a number is consideredhigh, medium or low quality. This level directly impacts the limit of conversations that can be started in a 24-hour period.
Important: These limits only apply toconversations started by the company, not those started by users.
⚙️ Troubleshooting: Step by step
To maintain a high number quality:
Make sure all messages comply with theWhatsApp Business Policiesand theCommerce Policy.
Send messages only to users who haveagreed to be contacted.
Personalize the messages and make sure they areuseful and relevant.
Avoid generic or excessive messages.Do not overload the user with too many sends in a short time.Make sure the messages are clear, informative and brief.
Do not overload the user with too many sends in a short time.
Make sure the messages are clear, informative and brief.
✅ Possible solutions
📌 What are the sending limits by quality?
Meta definesfour sending limit levelsfor conversations initiated by the company:
1,000conversations with unique clients per 24 h (initial level).
10,000conversations per 24 h.
100,000conversations per 24 h.
Unlimited.
All companies start with a limit of1,000 conversationsstarted per day.
📌 How can the message limit be increased?
WhatsApp automatically evaluates whether the following conditions are met:
The number is in“Connected” state.
Your quality rating isMedium or High.
The current limit has been maintained forat least 48 hours.
In the last 7 days,at least doublethe number of conversations were started than the current limit.
📈Example 1:
A company starts 1,000 conversations daily for three consecutive days:
| Day |
| Conversations started |
| Total last 7 days |
| Limit |
| Day 1 |
| 1,000 |
| 1,000 |
| 1,000 |
| Day 2 |
| 1,000 |
| 2,000 |
| 1,000 |
| Day 3 |
| 1,000 |
| 3,000 |
| 10,000 ✅ |
📈Example 2:
The company starts 500 conversations per day for five days:
| Day |
| Conversations started |
| Total last 7 days |
| Limit |
| Day 1 |
| 500 |
| 500 |
| 1,000 |
| Day 2 |
| 500 |
| 1,000 |
| 1,000 |
| Day 3 |
| 500 |
| 1,500 |
| 1,000 |
| Day 4 |
| 500 |
| 2,000 |
| 1,000 |
| Day 5 |
| 500 |
| 2,500 |
| 10,000 ✅ |
📌 What happens if the limit is reached?
If your company reaches the current limit of initiated conversations, you will not be able to start new conversations with unique customers until at least one of the active conversations within the 24-hour period ends.
📝 Additional notes
Limits are automatically adjustedby WhatsApp, both upwards and downwards, depending on the behavior of the number and the quality perceived by users.
Conversations started by users are not subject to these limits.
It is important toregularly review the number's status and qualityfrom the WhatsApp Business administrator.