The manner in which you can use the platform is limited by WhatsApp messaging limits. Your ability to use the platform is dependent on your business maintaining a good quality rating. This document covers:
Since May 2, 2022, businesses can start messaging customers after completing the Embedded Signup or On Behalf Of (OBO) onboarding processes. Business verification and display name review are no longer needed to get started onto the WhatsApp Business Platform. The WhatsApp account checks are triggered automatically and conducted asynchronously. After signup, businesses can:
Messaging limits determine the maximum number of business-initiated conversations each phone number can start in a rolling 24-hour period. A business-initiated conversation starts when the first message is delivered to a customer and ends 24 hours later. A conversation can’t end before then.
If you reach your messaging limit, you can start more conversations as soon as one or more active conversations end. Messaging limits do not apply to user-initiated conversations.
There are four levels of messaging limits that apply to businesses that have completed Business Verification:
A business starts with 1,000 business-initiated conversations per phone number when it completes Business Verification.
For an example, see the chart below:
Your messaging limits are automatically increased based on the volume and quality of the messages you send. Conversely, your limit can also be decreased if more of your messages are reported or blocked by users.
Limits for a phone number can be increased if the following three items are true:
Once the business reaches this threshold, its limits are automatically increased.
As you increase your messaging activity, you should always analyze phone number quality to ensure that your customers are not blocking or reporting your messages. Businesses need to demonstrate that they can send high or medium quality messages at higher volumes before they can get higher messaging limits.
In the example below, a business with a messaging limit of 1,000 business-initiated conversations gets its limit increased to 10,000 when it messages a total of 2,000 unique users within a 7-day period. The first table shows how the business reaches the 10,000 messaging limit in 2 days. The second table shows how the business reaches the 10,000 messaging limit in 4 days.
Flagged businesses that have a low quality rating can not get higher messaging limits. After a business is Flagged, it must return to the Connected status, and then restart the process to increase their limit.
If your business has a "Flagged" status and the quality rating doesn't improve, your messaging limits will be decreased. See more information about the "Flagged" status here.
It takes at least 7 days for a phone number with a messaging limit of 1,000 business-initiated conversations to reach the unlimited messaging limit.
Your quality rating 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 businesses and users. Examples include user feedback signals like blocks, reports and the reasons users provide when they block a business.
The phone number status, quality rating, and messaging limits for your WhatsApp business account are listed in the Phone Numbers tab in WhatsApp Manager.
See About WhatsApp Business Account Message Quality Rating for information.
No. Currently, messaging limits only apply to business-initiated messages (notifications).