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

Quality Rating and Messaging Limits - WhatsApp Business Platform - Documentation - Facebook for DevelopersFacebook for Developers