Broadcast Messaging Limits
Messaging limits are the maximum number of business-initiated conversations (conversations opened as a result of sending a marketing, utility, or authentication template to a WhatsApp user) a business phone number can open in a 24-hour moving period.
Business phone numbers are initially limited to 250 business-initiated conversations in a 24-hour moving period, but this limit can be increased.
Increasing Your Limit
Messaging limits can be increased to the following:
1K business-initiated conversations
10K business-initiated conversations
100K business-initiated conversations
An unlimited number of business-initiated conversations
You can increase your messaging limit to 1K on your own using the following methods. Higher limits, however, can only be achieved through automatic scaling, which happens after your limit has been increased to 1K.
Note that in order for your business phone number to be eligible for an increase, it must have a connected status, and if your business phone number has a low quality rating, it may continue to be limited to 250 business-initiated conversations until its quality rating improves.
Business Verification
Submit your business for business verification. If your business is approved, we will analyze your messaging quality to determine if your messaging activity warrants an increase to your messaging limit. Based on this analysis, we will then either approve or deny a messaging limit increase.
Identity Verification
If you submit your business for verification and are approved, you may be asked to verify your identity.
If you are asked to verify your identity, the WhatsApp Manager > Overview > Limits panel will display the following notification:
In addition, an account_alerts webhook with alert_type set to INCREASED_CAPABILITIES_ELIGIBILITY_NEED_MORE_INFO will be triggered.
If you complete identity verification and your identity is confirmed, we will approve a messaging limit increase. If your identity is not confirmed, we will deny a messaging limit increase, and the WhatsApp Manager > Overview > Limits panel will display one the following notifications:
Open 1K Conversations in 30 Days
Open 1,000 or more business-initiated conversations in a 30-day moving period using templates with a high quality rating rating. Once you reach this threshold, we will analyze your messaging quality to determine if your messaging activity warrants an increase to your messaging limit. Based on this analysis, we will then either approve or deny an increase.
Send High-Quality Messages
If you are rejected for business or identity verification, ensure that you are sending high-quality messages. We will periodically reevaluate your messaging activity and quality and based on this analysis, may approve an increase.
Here are some guidelines for sending high-quality messages:
Make sure messages follow the WhatsApp Business Messaging Policy.
Only send messages to users who have opted into receiving messages from your business.
Make the messages highly personalized and useful to users. Avoid sending open-ended welcome or introductory messages.
Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.
Request an Increase
If you completed business verification or identity verification, or have met the 1K conversations in 30 days threshold, but are still limited to 250 business-initiated conversations, you can open a direct support ticket and request a messaging tier upgrade (Ask a Question > WABiz: Phone Number & Registration > Request type > Request a Messaging Tier Upgrade).
Based on your support submission and messaging quality, we will either approve or deny an increase.
Increase Approvals
If we approve a messaging limit increase, we will increase your business phone number's messaging limit to 1K and notify you by email and developer alert. In addition, a business_capability_update webhook will be triggered with the max_daily_conversation_per_phone property indicating the new limit.
Once approved, your business phone number will be eligible for automatic scaling.
Increase Denials
If we deny a messaging limit increase, we will keep your business phone number's messaging limit at its current level and notify you by email and developer alert. In addition, an account_alerts webhook will be triggered, with the alert_type and alert_description properties indicating alternate methods you can pursue to increase your limit.
alert_type Value
Action you can take
INCREASED_CAPABILITIES_ELIGIBILITY_DEFERRED
INCREASED_CAPABILITIES_ELIGIBILITY_FAILED
INCREASED_CAPABILITIES_ELIGIBILITY_NEED_MORE_INFO
Automatic Scaling
Once your business phone number's messaging limit has been increased to 1K business-initiated conversations, each time you use it to open a business-initiated conversation, we will determine if your limit should be increased according to the following criteria:
your business phone number is connected
your business phone number quality rating is Medium or High
in the last 7 days, your business phone number has been used to open X or more business-initiated conversations, where X is the business phone number's current messaging limit, divided by 2
If your business phone number meets all conditions, we will increase its limit by one level, 24 hours later. If its quality rating has been set to Flagged for the last 7 days, however, we will decrease its limit by one level, immediately.
Examples
Messaging limit increased from 1K to 10K in 2 days:
Business-initiated conversations opened
500
500
Business-initiated conversations opened in last 7 days
500*
1,000
Messaging limit
1K
10K
* If the 500th conversation is opened at 3pm (for example), the messaging limit is increased at 3pm the following day (i.e. 24 hours later).
Messaging limit increased from 1K to 10K in 4 days:
Business-initiated conversations opened
100
200
200
300
Business-initiated conversations opened in last 7 days
100
300
500*
800
Messaging limit
1K
1K
1K
10K
* If the 500th conversation is initiated at 7pm (for example), the messaging limit is increased at 7pm the following day (i.e. 24 hours later).
Reaching Your Limit
If you reach your messaging limit, you can initiate more conversations as soon as one or more active conversations end. For example:
Checking Your Limit
Before your business phone number's messaging limit has been increased to 1K business-initiated conversations, the WhatsApp Manager > Overview > Limits panel displays helpful information about what you can do to increase your limit.
After your business phone number's messaging limit has been increased, the WhatsApp Manager > Account tools > Insights panel will display your business phone number's new limit, including new limits that have been increased as a result of automatic scaling.
Messaging Quality
Your messaging quality is based on how messages have been received by recipients over the past seven days and is weighted by recency. It is determined by a combination of quality signals from conversations between you and WhatsApp users. Examples include user feedback signals like blocks, reports and the reasons users provide when they block a business.
Your business phone number's status, quality rating, and messaging limits are displayed in the WhatsApp Manager > Account tools > Phone numbers panel.
Note that it is normal for numbers with high traffic to experience quality changes within short intervals (even within minutes).
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