This content refers to WhatsApp rules and logic.
For more details, you can visit the official Meta for Developers page.
When you use the WhatsApp Business channel for your company, especially in the early stages, you need to take into account the specific limits on the number of recipients you can write to each day.
Meta updates these limits automatically based on the use and performance of your messages, such as message quality and customer engagement rate.
WhatsApp assesses the quality of the service you offer by monitoring factors such as response rate and negative user reports. If you keep high quality standards when using the WhatsApp channel and reply quickly to customer messages, your sending limits can be extended.
If you do not meet these criteria, your limits may be reduced (or not raised) until your performance improves.
We therefore suggest that you constantly work on improving the quality of your messages to keep your sending limits at the highest level, focusing on content that is relevant and timely for your contacts.
Limits and extensions
Meta assigns each sender a daily limit, that is, the maximum number of unique recipients you can message first within a 24-hour period. The limit starts at a low level and can go up to Unlimited if you keep a high message quality. You can find the current levels on the official Meta page.
To extend your limits, in addition to the basic Business Verification requirements and any identity verification requirements, you must ensure high messaging quality, preventing customers from reporting your messages as spam or unwanted. High report rates can penalize you and lead to volume reductions.
This is essential if you want to manage large volumes of conversations without compromising the customer experience.
For example, a company may start at level 1, which means it can send messages to up to 250 unique customers a day. If the conversations receive positive feedback and the company responds appropriately, this limit can be increased, first to 1,000, then to 10,000 and finally to 100,000.
Monitoring your level
With magnews you can monitor the quality rating and the current daily limit of each WhatsApp Business sender configured and linked to the account.
You can find this information in the card of each sender, in App Center > WhatsApp Business > Settings.