Messaging Limits

Sending unique message recipients per day according to tiers.

Rate Limit Tiers

WhatsApp has imposed rate-limiting when ramping up your Official WhatsApp messaging application.

There are three WhatsApp's rate limit tiers:

Every new WhatsApp-enabled number will start as Tier 1, after both Facebook Business Verification and display name are approved.

Tier

Rate limit

Tier 1

Limited to 1000 unique message recipients per day

Tier 2

Limited to 10000 unique message recipients per day

Tier 3

Limited to 100000 unique message recipients per day

Tier 4

Unlimited message recipients per day

It is unable to move manually or request to move between/increase rate limit tiers.

Moving to the next tiers

Your Official WhatsApp phone number will be automatically moved to the next tier by WhatsApp if it meets the following requirements:

  • Total number of unique recipients sent across the past 7 days

Initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2.

  • Message quality rating is Medium or High

  • Phone number status is connected

1. Total number of unique recipients (past 7 days)

Each time you initiate a new conversation with a unique customer we will determine if your limit should be increased. Here's the criteria:

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.

Example 1: Your Official WhatsApp phone number begins at Tier 1 (1k/day).

On day 1, the number sends to 300 unique recipients. On day 2, this number sends to another 200 unique recipients again.

Within 24 hours from day 3, the number would be upgraded to Tier 2 based on having been sent to 500 unique recipients within the past 2 days.

Day 1Day 2Day 3

Business-initiated conversations (new)

300

200

0

Business-initiated conversations in last 7 days

300

500

500

Messaging limit

1K

1K

10K

Example 2: Your Official WhatsApp phone number begins at Tier 1.

On day 1 to day 3, the number sends to 100 unique recipients each day.

During days 4-7, the number continues to send total 300 messages to unique recipients.

Within 24 hours from day 8, the number would be upgraded to Tier 2 based on having been sent to 600 unique recipients within the past 7 days.

Day 1Day 2Day 3Day 4Day 5Day 6Day 7

Business-initiated conversations (new)

100

100

100

100

50

50

100

Business-initiated conversations in last 7 days

100

200

300

400

450

500

600

Messaging limit

1K

1K

1K

1K

1K

1K

10K

2. Message quality rating

Since WhatsApp encrypts messages, it relies on user feedback to measure the quality of messages. WhatsApp uses it to track "quality rating" for senders, which can affect how users are able to move between rate limiting tiers.

To maintain high quality, it recommends the following:

  • Highly personalised and useful messages to users.

  • Avoid sending customers too many messages a day.

A low-quality rating can result in an Official WhatsApp phone number preventing from moving to a higher rate tier or, in some cases, to a lower rate limit tier.

If you meet all conditions, we will increase your messaging limit by one level in 24 hours.

For more details, please refer to this article.

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