Messaging limits and quality rating

What the messaging limit is

Meta limits how many different customers your business can send templates to, outside the 24-hour window, in any 24 hours. The 24 hours move with the clock: a customer you wrote to at 10:00 yesterday stops counting at 10:00 today.

Three things about it surprise people:

• It counts people, not messages. Three templates to one customer count once.
• Replies do not count. Anything you send a customer whose window is open is outside the limit.
• It belongs to your business portfolio, not to a number. All your numbers share it.

How the limit grows

To go from 250 to 2,000, do one of these:

• Verify your business at Meta.
• Or have templates delivered to 2,000 different customers, outside their windows, within 30 days, using templates whose quality is high.

Meta then looks at the quality of your messages and approves or refuses the increase.

Above 2,000 the limit rises by itself, one level at a time, when both of these are true:

• your messages are of high quality across all your numbers and templates;
• in the last 7 days you used at least half of your current limit.

Meta applies the increase within about 6 hours of both being true. A drop in quality no longer lowers the limit, but it stops it from rising.

When you reach the limit

Templates to customers you have not yet written to in the last 24 hours are refused until earlier ones drop out of the count. Replies inside open windows carry on.

In xconversions the refused messages are on the campaign’s page, under Why some did not get it, with the reason Meta gave. Nothing is sent twice: send again to the refused ones once there is room.

To stay under the limit, split a large audience over several days, or lower the campaign’s SENDING SPEED.

The quality rating

Meta rates each number on how customers have received its messages over the last seven days, with recent days weighing more. It reads the signals customers give: blocking you, reporting you, muting or archiving the chat, and the reason they pick when they block, such as spam or “didn’t sign up”. Each template has a rating of its own.

What low quality leads to:

• A template that reaches red is paused, then disabled.
• Your limit stops growing.
• If quality stays low, Meta slows the number down. Messages then fail with the reason “WhatsApp is limiting this number because earlier messages were blocked or reported”.
• Repeated complaints and policy violations bring account restrictions.

The number’s status

At Meta, a number has to show Connected to send and receive. Meta used to show Flagged and Restricted as well when quality fell. It retired both on 7 October 2025, when limits moved from the number to the business.

xconversions has its own status for each number on Channels. It tells you whether the connection works, not what Meta thinks of your messages.

Where to see your limit and your quality

xconversions does not show your messaging limit or your number’s quality rating. Both are in WhatsApp Manager.

Keeping quality high

• Write first only to people who agreed.
• Send what they expect, and make it useful to the person who gets it. A customer who signed up for order updates and gets offers blocks the sender. Meta also advises against open-ended openers, such as a greeting with nothing after it.
• Do not send too often. Meta lists too many messages a day among the causes of low quality.
• Make stopping easy. A marketing template in xconversions always carries a line such as “Reply STOP to opt out”; a customer who can leave quietly has no need to block you.
• Start small with a new template, and watch its Quality before you send it to everyone.
• Watch Reports, under Consent. A rising number of opt-outs is an early warning.

Questions