Quality-Based Rate Limits

A number's quality rating reflects how customers received its messages during the previous rolling 24-hour window.

Quality ratings

Color	Messaging quality
Green	High
Yellow	Medium
Red	Poor

Messaging limits

The quality-based tier limits the number of unique customers that a business can message, including customers in new and existing conversations. It does not limit the total number of messages. It also does not apply to replies sent within 24 hours of a customer-initiated message.

Tier	Limit
Tier 1	1K unique customers in a rolling 24-hour period
Tier 2	10K unique customers in a rolling 24-hour period
Tier 3	100K unique customers in a rolling 24-hour period

	Tier upgrades A business starts at Tier 1 when it registers its phone number. Meta upgrades the business when its quality rating is not Red and it messages at least 50% of its current customer limit within a maximum of 7 days.

A WhatsApp account can be flagged

Meta downgrades a business when its number quality remains Red for 7 consecutive days. This condition usually corresponds to a Flagged status. A business that remains at Tier 1 with a Red rating for an extended period can be blocked.

Maintain a high quality rating

Message only customers who have opted in.
Do not send messages on behalf of another business.
Make messages relevant and personalized.
Avoid sending customers too many messages in one day.