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Messaging Limits & Quality Ratings

Take your WhatsApp outreach to the next level by understanding messaging tiers, maintaining quality, and unlocking higher daily messaging capabilities.

What Are Messaging Limits?​

Messaging limits determine how many unique users your business can initiate conversations with per day via WhatsApp. These limits do not apply to customer-initiated service conversations.

TierStatusDaily Limit
Limited Access (No Verification)250 users
Tier 1 (Verified)1,000 users
Tier 210,000 users
Tier 3100,000 users
Tier 4Unlimited

To move beyond 250 messages/day, your Meta Business must be verified.

Moving Up the Tiers​

WhatsApp automatically evaluates your messaging behavior and may upgrade your tier every 24 hours if the following conditions are met:

  • Your phone number status is Connected
  • Your quality rating is Medium or High
  • Your display name is approved
  • You initiated conversations with at least 50% of your current tier limit in the last 7 days
ExampleRequirement
Moving from Tier 1 (1K) → Tier 2 (10K)Send messages to 500 unique users in 7 days
Moving from Tier 2 (10K) → Tier 3 (100K)Send messages to 5,000 users in 7 days

WhatsApp upgrades the limit exactly 24 hours after the Xth conversation.

Unlocking Higher Messaging Limits​

From 250 → 1,000 (Tier 1):​

  • Send messages to 1,000 unique users in a 30-day rolling window
  • Maintain a High quality rating

From 1K → 10K (Tier 2):​

  • Send messages to at least 500 unique users in 7 days
  • Maintain message quality and opt-in practices

Tier 4: Unlimited​

  • Automatically unlocked once you're in Tier 3 with consistent volume and a high-quality rating

What is Quality Rating?​

Your Quality Rating is based on how customers react to your messages (e.g. blocks, reports, spam flags).

RatingMeaning
HighUsers are engaging positively
MediumSome neutral/negative feedback
LowUsers frequently block or report

To view your rating:
→ Navigate to WhatsApp Channel in your Mark360.ai dashboard.

Maintain a High Quality Rating​

Here’s how to protect your phone number's messaging health:

  • ✅ Always obtain opt-in consent before messaging users
  • ✅ Personalize content; avoid generic broadcasts
  • ✅ Limit frequency; don’t overwhelm recipients
  • ✅ Use clear value propositions in your messaging
  • ✅ Include opt-out options like “STOP” or “UNSUBSCRIBE”
  • ✅ Respect opt-outs and remove those users from future lists

Meta may pause templates with high complaint rates. Persistently low-quality numbers may be flagged or downgraded in tier.

Flagged Numbers & Downgrades​

  • WhatsApp assesses quality every time a new conversation starts
  • If flagged within the last 7 days, your tier may be reduced
  • You must restore Connected status and wait 7 days before a tier increase

New Marketing Message Limits (India)​

Meta is limiting marketing messages that initiate new conversations in India to enhance user experience.

Key Points:​

  • Applies only to marketing templates that initiate a conversation
  • Ongoing marketing conversations are not affected
  • Affected messages will fail silently with:
    • Cloud API error code: 131026
    • On-Premises API error: 1026

Recommended Action:
Retry message delivery with longer retry intervals to avoid rejection.

Summary Cheat Sheet​

FeatureTip
Messaging Limit IncreaseStay active, send high-quality, opt-in messages
Quality RatingMonitor via WhatsApp Channel panel
Ongoing RejectionsReview opt-in flow, message content, and audience type
Tier DowngradesAvoid flagged status, complaints, and bulk messaging
Indian Marketing LimitsSlow retries + use value-driven campaigns

Need Help?​

Need guidance on improving your quality rating or applying for a messaging tier upgrade?

📧 Contact support@mark360.ai