Conversations · 2 min read
WhatsApp Quality Rating and Messaging Limits
WhatsApp gives your business a quality rating based on how people respond to your messages. It affects how many people you can message each day.
Quality rating levels
- High (green): people engage, with few blocks or reports.
- Medium (yellow): some negative feedback. Worth watching.
- Low (red): lots of negative feedback. Restrictions may apply.
Ratings are based on recent messages over a rolling window.
Messaging limits
Your tier sets how many unique customers you can start conversations with each day. It depends on your quality rating, how much you send, and how old your account is.
| Tier | Daily limit | | --- | --- | | Tier 1 | 1,000 unique customers | | Tier 2 | 10,000 unique customers | | Tier 3 | 100,000 unique customers | | Unlimited | No daily limit |
Most accounts start at Tier 1 and move up with consistent, good-quality messaging. Limits apply to conversations you start with templates, not replies to customers.
When your rating drops
Going from high to medium gets you a notification, but no restrictions yet. If it drops to low, WhatsApp may:
- Lower your daily limit to the tier below.
- Pause templates that are getting negative feedback.
- Suspend your account if the rating stays low or gets worse. You'd then need to appeal.
Recover
Ratings update over rolling windows, so better habits can restore your rating within days or weeks.
- Stop campaigns or workflows causing blocks and reports.
- Work out which messages did badly, and why.
- Send fewer, better messages to people who want them.
Keep your rating healthy
- Only message people who opted in to WhatsApp messages.
- Segment your audience and send relevant messages.
- Keep promotions infrequent.
- Tell people how to opt out, and honor it right away.
- Test templates on a small group before sending to everyone.
Check your rating
- Log in to Meta Business Manager and open your WhatsApp Business account.
- Go to Phone numbers and click the number.
- See its quality rating and tier, and open Analytics for delivery, read, and feedback data.
Check weekly if you message regularly.