Messaging limits and quality rating
How WhatsApp throttles volume and how to grow it safely.
Meta caps how many business-initiated conversations you can open per 24 hours (250 to 1,000 to 10,000 to 100,000 to unlimited) and scores your number’s quality (green, yellow, red). Send wanted, opted-in messages and both improve automatically.
Two Meta-controlled dials govern how much you can send: the messaging limit (volume) and the quality rating (trust). Both are visible under Settings, then WhatsApp settings.
Messaging limits
The limit caps business-initiated conversations per rolling 24 hours. Tiers: 250, then 1,000, then 10,000, then 100,000, then unlimited. Numbers move up automatically after sending to enough unique customers with healthy quality, typically within days of consistent sending. Replies to customers do not count; only conversations you start do.
Quality rating
| Rating | Signal | Effect |
|---|---|---|
| Green | Healthy | Limits can increase. |
| Yellow | Rising blocks and reports | Warning: review recent campaigns. |
| Red | Sustained negative feedback | Limit may be lowered; template pausing possible. |
Keeping quality high
- Send only to opted-in contacts: the single biggest factor. See Manage consent and opt-outs.
- Make unsubscribing easy ("Reply STOP"): an opt-out hurts far less than a block.
- Space out campaigns; several marketing touches in a week invites reports.
- Personalise with variables; generic blasts get blocked more.
Common questions
How fast can I reach the next tier?
Send to roughly half your current limit of unique customers within a week, keep quality green, and the tier usually rises within days.
My rating turned yellow. What now?
Pause marketing for a few days, tighten the audience to recently engaged, opted-in contacts, and check which campaign drew opt-outs in Read campaign analytics.
Still stuck?
Raise a ticket or chat on WhatsApp. We typically reply within 24 hours.