Quality-Based Rate Limits

The quality rating and status for your WhatsApp account are listed in the Phone Numbers tab in WhatsApp Manager.

Phone Numbers Tab

Quality Rating

The quality rating shows how messages have been received by your customers in a rolling window of the past 24 hours. We show it in three different states - Green, Yellow and Red - with Green/Yellow/Red representing high/medium/poor messaging quality respectively.

Quality-Based Rate Limit Tiers

The quality-based rate limit tier affects how many customers your business can send messages to on a daily basis. This includes new conversations as well as existing conversations with customers. The quality-based rate limits does NOT limit the number of messages your business can send, just the number of customers you are trying to message.

  • Tier 1: Allows your business to send messages to 1K unique customers per day.
  • Tier 2: Allows your business to send messages to 10K unique customers per day.
  • Tier 3: Allows your business to send messages to 100K unique customers per day.

A business starts in Tier 1 when it registers its phone number. The business will be upgraded to the next tier if

  • its quality rating is not in the Red state, AND
  • it messages 2X the number of customers of its current limit in a maximum window of 7 days. Note: As soon as the business reaches its 2X number, it will be moved to the next tier. Since there is a limit of X number of customers per day, the earliest the upgrade can occur is after 2 days.

To illustrate the second point, let's take an example of moving from tier 1 to tier 2. Tier 1 allows you to message up to 1000 unique customers in a single day. To upgrade to tier 2, your business will need to message 2000 (2 x 1000) unique customers over 7 days. Your business can gather opt-in and message 1000 customers on day 1 and then another 1000 customers on day 2. This adds up to 2000 unique customers during a 7 day window, so your business will be upgraded to tier 2. Similarly, if your business gathers opt-in for 500 customers per day, it would take 4 days to reach 2000 customer after which your business's tier will be upgraded to tier 2.


Phone numbers may have many statuses listed, such as Disconnected, Pending, etc., but two statuses related to quality are Warned and Rate Limited. Typically, the Connected status is shown when the phone number used to send messages is in a good state.

  • Warned: When quality rating reaches a Red state, that number is moved to Warned status for the next 7 days. If this number continues to maintain a good quality rating for the next 7 days, it returns to Connected status, otherwise it changes to the Rate Limited state.
  • Rate Limited: If the phone number is not maintaining good quality even after moving to the Warned state, it's moved to Rate Limited. During this phase, the rate limit for this number is set by the quality-based rate limit tier your business belongs to.

If you have been given a Rate Limited status and do not improve your message quality, you will be downgraded to a lower rate limit tier and its lower sending threshold.

Good Practices

To maintain high quality:

  • Make sure messages follow the WhatsApp Business Policy.
  • Only send messages to customers who have opted into receiving messages from your business.
  • Make the messages highly personalized and useful to customers.
  • Be mindful of messaging frequency; avoid sending customers too many messages a day.