When using the WhatsApp Business Platform through Wbotz, it is important to understand two things: Messaging Limits and Quality Ratings.
Messaging limits determine how many unique customers your business can initiate conversations with, while your quality rating reflects how customers respond to your messages.
Understanding both can help you scale your WhatsApp communication while maintaining a positive customer experience.
What Are Messaging Limits?
Messaging limits define how many unique customers your business can initiate conversations with within a specific period.
The purpose of these limits is to help prevent businesses from sending unwanted or excessive messages to customers.
Messaging limits generally do not apply to service conversations that customers initiate themselves.
Depending on your WhatsApp Business Account setup and Meta's criteria, your messaging capacity can grow over time.
Messaging Limit Levels
Level | Messaging Capacity |
Limited Access | Up to 250 unique customers |
Tier 1 | Up to 2,000 unique customers |
Tier 2 | Up to 10,000 unique customers |
Tier 3 | Up to 100,000 unique customers |
Tier 4 | Unlimited messaging capacity |
Note: Your actual messaging capacity is determined by Meta and may depend on your business portfolio, account status, quality rating, and other eligibility criteria.
Messaging Limits Are Shared Across Your Business Portfolio
Messaging limits are now applied at the WhatsApp Business Account or business portfolio level, depending on the applicable Meta setup.
This means that multiple WhatsApp business phone numbers can share the same messaging capacity.
Example
Suppose your business portfolio has two WhatsApp numbers:
Phone Number A
Phone Number B
If the business portfolio has a messaging limit of 100,000, both numbers may share that overall capacity.
For example:
Phone Number A initiates conversations with 60,000 customers.
Phone Number B can use the remaining 40,000 capacity.
The total usage should remain within the messaging capacity assigned to the business portfolio.
Limited Access for New WhatsApp Business Accounts
New WhatsApp Business Accounts may initially receive Limited Access.
For example, a new business portfolio may begin with the ability to initiate conversations with up to 250 unique customers.
If you want to increase your messaging capacity, you may need to complete the required Meta business verification and meet the eligibility requirements for scaling.
How to Check Your Messaging Limit in Wbotz
To check your available messaging limit in Wbotz:
Log in to your Wbotz account.
Go to WhatsApp Channel.
Select the connected WhatsApp Business Account or phone number.
Open the relevant channel or account settings.
View the available messaging information displayed for your account.
Wbotz may also display platform-level limits based on your Wbotz plan, while Meta determines the messaging capacity available through your WhatsApp Business setup.
Note: The exact dashboard labels and available information may vary depending on your Wbotz account configuration.
How to Move Up Messaging Limit Tiers
As your business grows and communicates with more customers, Meta may automatically increase your messaging capacity.
Each time you initiate conversations with new and unique customers, Meta can evaluate whether your account is eligible for a higher messaging level.
To be eligible for automatic scaling, your account may need to meet certain requirements.
These can include:
Your WhatsApp phone number status is Connected.
Your phone number maintains a Medium or High Quality Rating.
Your WhatsApp display name is approved.
Your account meets the required messaging activity criteria.
You maintain the current messaging level for the required period.
When the required criteria are met, the messaging capacity can be increased automatically.
Example: Moving from 2,000 to 10,000
Let's say your current messaging limit is 2,000.
To become eligible for the next level, your business needs to consistently initiate conversations with a sufficient number of unique customers while maintaining good account quality.
For example, based on the criteria applicable to your account, you may need to initiate conversations with approximately 1,500 unique customers per day during the required evaluation period.
Once the required conditions are met, Meta can automatically move your account to the next messaging level.
You do not usually need to manually request every messaging limit increase.
How Automatic Messaging Limit Scaling Works
Messaging limits are designed to grow as your business demonstrates responsible messaging practices.
Meta may evaluate factors such as:
Phone number status
Account quality
Customer feedback
Messaging activity
Number of unique customers contacted
Business verification status
A business that consistently sends useful and relevant messages to customers is more likely to maintain healthy messaging performance.
What Happens When You Reach Your Messaging Limit?
Reaching your messaging capacity does not necessarily mean you cannot continue communicating with existing customers.
For example, if your business reaches its limit for initiating new conversations, additional capacity may become available as existing conversations close, depending on the applicable messaging rules.
Example
Imagine your account has a messaging capacity of 2,000 customers.
You initiate your 2,000th customer conversation at 3 PM.
If your account meets all other criteria for automatic scaling, Meta may increase your messaging capacity after the applicable evaluation period.
This allows your business to continue expanding its customer communication.
What Is a WhatsApp Quality Rating?
Your Quality Rating works like a health report for your WhatsApp Business messaging.
It reflects how customers respond to messages sent by your business.
If customers frequently:
Block your business
Report your messages
Ignore unwanted communication
Provide negative feedback
your quality rating may decrease.
On the other hand, sending relevant and useful messages to customers who have chosen to hear from you can help maintain a healthier account.
Quality Rating Levels
WhatsApp Business phone numbers can generally have different quality states based on customer feedback.
Common quality levels include:
High Quality
A high-quality rating indicates that your messages are generally being received positively by customers.
Medium Quality
A medium-quality rating suggests that your account is performing reasonably well but may require attention to maintain healthy messaging practices.
Low Quality
A low-quality rating can indicate that customers are blocking or reporting your messages more frequently.
If your quality remains low for an extended period, Meta may take action on your messaging templates or account.
How to Check Your Quality Rating in Wbotz
To check your WhatsApp quality rating:
Log in to Wbotz.
Go to the WhatsApp Channel section.
Select your connected WhatsApp Business number.
Open the account or channel details.
Check the available quality information.
Your quality rating is based on customer feedback and WhatsApp's evaluation of your messaging activity.
How to Maintain a High Quality Rating
Maintaining a healthy quality rating is important for long-term WhatsApp communication.
Here are some best practices.
1. Collect Customer Opt-In
Always get customer permission before sending business-initiated messages.
Customers should clearly understand that they are agreeing to receive messages from your business.
You can collect opt-ins through:
Your website
Lead generation forms
Landing pages
Checkout pages
Click-to-WhatsApp ads
QR codes
WhatsApp conversations
Offline forms
The important part is to make the customer's consent clear.
2. Send Messages That Customers Expect
Tell customers what type of messages they will receive.
For example:
"By submitting this form, you agree to receive order updates, product information, and promotional offers from our business on WhatsApp."
Customers should not receive unexpected messages after providing their phone number.
3. Personalize Your Messages
Avoid sending the same generic message to every customer.
Instead, use available customer information to make messages more relevant.
For example:
Generic message:
Hello! Check out our latest offers.
Personalized message:
Hi Rahul, we noticed you were interested in our hosting plans. Here are the options that may be suitable for your website.
Relevant messages can encourage customers to engage rather than block or report your business.
4. Avoid Sending Too Many Messages
Sending too many messages can frustrate customers.
Instead of sending multiple promotional messages every day, create a planned communication schedule.
For example:
Important transactional updates when required
Relevant promotional messages at reasonable intervals
Follow-ups only when appropriate
Personalized communication based on customer interest
Always focus on message quality rather than message quantity.
5. Clearly Explain the Value
Customers should understand why they should continue receiving your WhatsApp messages.
For example, your messages may provide:
Order updates
Appointment reminders
Product information
Exclusive offers
Important account notifications
Customer support
When customers see value in your messages, they are more likely to stay engaged.
6. Give Customers an Easy Way to Opt Out
Customers should have control over the messages they receive.
You can provide options such as:
STOP
UNSUBSCRIBE
Manage Preferences
You can also use interactive buttons where supported.
Once a customer chooses to opt out, make sure they are removed from future promotional campaigns.
Ignoring opt-out requests can increase the chances of customers blocking or reporting your business.
7. Follow WhatsApp Business Policies
All messages sent through Wbotz must comply with the applicable WhatsApp Business policies and requirements.
Avoid sending:
Spam
Misleading offers
Fraudulent content
Unwanted promotional messages
Content that violates WhatsApp policies
Always ensure that your campaigns are sent to customers who have provided the appropriate consent.
What Happens When Your Quality Rating Drops?
A drop in quality rating can affect the health of your WhatsApp messaging activity.
If customers frequently block or report your messages, Meta may monitor the affected phone number and message templates.
Templates that generate a high level of negative feedback may be paused until they are updated.
A lower quality rating can also affect message delivery performance.
For this reason, businesses should regularly monitor:
Customer engagement
Block rates
Report rates
Template performance
Campaign frequency
Messaging Limit Changes and Quality Ratings
Previously, messaging limits were more closely associated with individual phone numbers.
Under the updated approach, messaging capacity can be managed at the business portfolio level, allowing multiple business phone numbers to share the available messaging capacity.
Another important change is related to quality ratings.
If a business phone number's quality rating drops, its messaging limit may not automatically be downgraded in the same way as older systems.
However, maintaining a healthy quality rating is still important because poor customer feedback can affect message delivery and template availability.
Marketing Message Limitations in India
WhatsApp has introduced measures in India to improve the customer experience for marketing messages.
These measures can limit the number of marketing template messages a customer receives from businesses within a certain period.
This restriction is designed to reduce excessive marketing communication.
Which Messages Are Affected?
The limitation mainly applies to marketing template messages that initiate a new conversation.
Existing or ongoing marketing conversations may not be affected in the same way.
If a marketing template cannot be delivered because of the applicable customer messaging limitation, the WhatsApp API may return an error.
For Cloud API, this may include:
Error Code: 131026
For On-Premises API, this may include:
Error Code: 1026
These error codes indicate that a message could not be delivered, but Meta may not provide the exact reason for the limitation in order to protect user priva