Quality-based Rate Limits

In this section, you will be acquainted with what the quality rating shows and how messages have been received by your customers in a rolling window of the past 24 hours.

There are three different states:

The quality-based rate limit tier affects:

• How many customers your business can send messages to on a daily basis (new conversations + existing conversations)?

• Its limits do not limit the number of messages your business can send, just the number of customers you are trying to message.

• It also does not apply to messages sent in response to a user-initiated message within a 24-hour period.

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Note

• A business starts in Tier 1 when it registers its phone number.

• The business will be upgraded to the next tier if:

  • Its quality rating is not in the Red state, AND
  • It messages 50% the number of customers of its current limit in a maximum window of 7 days.

• As soon as the business reaches criteria, it will be moved to the next tier by Meta.

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Your Whatsapp Account can be flagged

The business will be downgraded to a lower tier when the number quality rating falls to a Red state and continues to remain so for 7 consecutive days. This usually also corresponds to a "Flagged" status.

It is also possible that the business will be suspended; i.e. Blocked if it continues to remain in Tier 1 and the quality rating remains in the Red state for an extended period of time.

To maintain high quality:

• Only send messages to customers who have opted in to receive messages from your business.
• Do not send messages on behalf of any other business.
• Make the messages personalized and relevant to customers.
• Avoid sending customers too many messages a day.