Help Center › WhatsApp Business API
Messaging limits and quality rating explained
Meta controls how many new customers each WhatsApp Business API number can message in a rolling 24-hour period (the messaging limit), and scores each number with a quality rating.
Messaging limit
- New numbers start with a low limit that Meta raises step by step
- It grows when you complete Business Verification, message more unique customers and keep good quality
- Only business-initiated messages (templates) count; replies to customers who wrote to you do not
Quality rating
- Shown as green (high), yellow (medium) or red (low) in WhatsApp Manager
- Based mainly on blocks and reports from recent recipients
- A low rating can stop your limit from growing or lower it
Keep your number healthy
- Send only to opted-in customers
- Segment campaigns so messages are relevant
- Give customers an easy way to opt out
- Spread very large broadcasts over several days while your limit grows