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WhatsApp Rate Limiting

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.
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 across the past 7 days
  • Message quality rating

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

Suppose within the past 7 days, the Official WhatsApp phone number has communicated with 2x the unique recipients of the Tier's per-day limit and maintains a good "quality rating" from WhatsApp. The Official phone number will move to the next tier on the next day automatically.
Example 1: Your Official WhatsApp phone number begins at Tier 1.
On day 1, the number sends to 1000 unique recipients. On day 2, the number sends to the 1000 unique recipients again.
At the end of day 2, the number would be upgraded to Tier 2 based on having sent to 2000 unique To numbers within the past two days.
Example 2: Your Official WhatsApp phone number begins at Tier 1.
On days 1and 2, the number sends to 100 unique recipients each day. On the 3rd day, the number sends to 200 unique recipients.
During days 4-7, the number sends messages to 400 unique recipients each day.
At the end of day 7, the number would be upgraded to Tier 2 based on having sent to 2,000 unique To numbers within the past 7 days.

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.
For more details, please refer to this article.