Messaging limits and quality rating

Meta mechanisms that decide how much you can send. None of them is set by Wap2b, and all apply to every provider identically.

Three separate things get confused with each other, so it is worth naming them apart:

Throughput is generous enough that most businesses never meet it. The messaging limit is the one that shapes what you can do.

Your messaging limit

Each of your numbers can start a limited number of conversations in any rolling 24 hours. Answering people who messaged you does not count — only conversations you open.

New numbers start low. The limit rises in steps as you send consistently without upsetting people, and as your business verifies with Meta.

Wap2b shows where you stand when you build a broadcast: a capacity bar reads how many conversations the number has opened in the last 24 hours against what its tier allows.

How the limit goes up

• Send steadily. Sustained volume at a good quality rating is what triggers an increase.
• Verify your business with Meta. Business verification in Meta Business Manager is a prerequisite for the higher tiers, and it is the step most businesses have not done. It is also what makes you eligible for Official Business Account status — the badge beside your name in the chat.
• Keep the quality rating healthy. A poor rating stops increases and can cut you back down.

You cannot buy your way up, and neither we nor anyone else can raise it on request.

Messaging one person too often

Separate from everything above, and the one that surprises people: WhatsApp limits how fast you can message the same person. Roughly one message every six seconds — about ten a minute.

You will not hit this in a normal conversation. You hit it when an automation loops, or when a system sends a burst of updates to one customer at once. Sends past it are rejected until the rate settles.

Your quality rating

Meta scores each number on how people react to its messages. Green, yellow or red.

What pushes it down:

• Blocks. The heaviest signal by far.
• "Report" taps.
• Messages nobody engages with, especially marketing to people who never respond.

What does not affect it: how many messages you send, how long they are, or whether they were expensive.

If your rating drops

Meta warns you first. A sustained low rating cuts the messaging limit, and in serious cases restricts the number entirely.

The fix is always the same and always about the audience, not the wording:

1. Stop the marketing sends immediately. Utility messages to people expecting them are fine to continue.
2. Work out who is blocking you. It is nearly always contacts who never opted in properly, or who have not heard from you in months.
3. Cut the list back to people who have actually interacted with you.
4. Restart slowly and watch the rating for a week before scaling up again.

See also My number or account is restricted.

How many numbers can you have?

A business portfolio starts with a limit of two registered phone numbers, and can reach twenty. Meta reviews you for an increase once your business is verified, or once you have started 1,000 or more template conversations in a rolling 30 days while holding a high quality rating.

Planning around the limits

• Split large audiences over several days. A broadcast that exceeds your remaining capacity does not all go through — the sends past the limit are rejected by Meta. See Schedule and pace a broadcast.
• Verify your business early. It gates the higher tiers and takes time.
• Watch the capacity bar before scheduling anything large.

Next

Back to the basics: Add contacts, or straight to creating a template.