# Messaging Limits & Quality Ratings

When using WhatsApp Business API via Squarebox, **Messaging Limits** and **Quality Ratings** determine how many messages you can send and how well your messages are received by your audience.

* **Messaging Limits:** Control how many unique customers you can message in a 24-hour period.
* **Quality Ratings:** Indicate how your customers are responding to your messages (e.g., blocking, reporting, or ignoring).

Understanding and maintaining these metrics is **essential** for scaling your communication without disruptions.

## **1. Messaging Limits**

### **What are Messaging Limits?**

Messaging Limits determine **how many unique users you can send messages to in a rolling 24-hour window**.

| **Tier**   | **Number of Unique Contacts/Day** | **Criteria to Upgrade**               |
| ---------- | --------------------------------- | ------------------------------------- |
| **Tier 1** | Up to **1,000 contacts/day**      | Default starting tier                 |
| **Tier 2** | Up to **10,000 contacts/day**     | Maintain good quality for 48 hours    |
| **Tier 3** | Up to **100,000 contacts/day**    | Maintain good quality for 48 hours    |
| **Tier 4** | **Unlimited messaging**           | Consistently high-quality performance |

### **How to Upgrade Messaging Limits?**

1. **Maintain a Good Quality Rating (Green status)** consistently for **48 hours**.
2. Gradually increase your message volume without exceeding limits.
3. Ensure your messages are relevant and personalized.

## **2. Quality Ratings**

#### **What are Quality Ratings?**

Quality Ratings measure how your recipients perceive and respond to your messages.

| **Rating**             | **Description**                  | **Impact**                       |
| ---------------------- | -------------------------------- | -------------------------------- |
| 🟢 **High (Green)**    | Positive engagement              | No restrictions                  |
| 🟡 **Medium (Yellow)** | Slightly negative response       | Warning issued                   |
| 🔴 **Low (Red)**       | Poor engagement (blocks/reports) | Messaging restrictions may apply |

#### **What Impacts Quality Ratings?**

1. **Opt-In Compliance:** Ensure customers have opted in to receive messages.
2. **Message Relevance:** Avoid spammy or overly frequent messages.
3. **Response Time:** Respond quickly to customer messages.
4. **Personalization:** Make your messages specific to the recipient.

## **3. How to Maintain a High-Quality Rating?**

#### **Best Practices to Maintain High Ratings:**

1. **Send Opt-In Messages:** Only message customers who have explicitly opted in.
2. **Personalize Communication:** Use the recipient's name or details relevant to them.
3. **Avoid Spam:** Don’t send repetitive, generic, or irrelevant messages.
4. **Optimize Timing:** Send messages at appropriate hours.
5. **Use Approved Templates:** Always use pre-approved message templates for campaigns.

📸 **Screenshot:** Example of a high-quality message template.

#### **What to Do if Quality Drops?**

* If your rating turns **Yellow (Medium)** or **Red (Low)**:
  * Pause campaigns temporarily.
  * Review recent messaging activities for spam or irrelevant content.
  * Address customer complaints promptly.

## **4. Common Mistakes to Avoid**

1. **Sending Messages Without Opt-In:** Leads to high report/block rates.
2. **Too Many Promotional Messages:** Avoid overloading customers with sales content.
3. **Ignoring Negative Feedback:** Take corrective action immediately if customers report messages.

## **5.What Happens if Quality Ratings Drop?**

| **Rating Status**      | **Impact**           | **Resolution**                         |
| ---------------------- | -------------------- | -------------------------------------- |
| 🟡 **Yellow (Medium)** | Temporary warning    | Pause campaigns, review content        |
| 🔴 **Red (Low)**       | Restricted messaging | Pause activities, re-evaluate messages |
| ❌ **Suspended**        | API access suspended | Contact Meta support for resolution    |

## Related Resources

{% embed url="<https://developers.facebook.com/docs/whatsapp/messaging-limits>" %}


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