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:

ColorMessaging Qualité

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.

Tier 1Allows your business to send messages to 1K unique customers in a rolling 24-hour period.
Tier 2Allows your business to send messages to 10K unique customers in a rolling 24-hour period.
Tier 3Allows your business to send messages to 100K unique customers in a rolling 24-hour period.



  • 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 2X the number of customers of its current limit in a maximum window of 7 days.
  • As soon as the business reaches its 2X number, it will be moved to the next tier. Since there is a limit of X number of customers per day, the earliest the upgrade can occur is after 2 days.



The business will be downgraded to a lower tier when the quality rating falls to a Red state and continues to remain so for 7 consecutive days.

It is 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.