About the messaging limits and quality rating of WhatsApp messages

In this article, we will explain the limits applied to the number of messages you can send using the WhatsApp Business Platform.

What are the limits applied to the number of messages you can send?

WhatsApp limits the number of messages you can send based on a tier system. Every new account starts at tier 1 after passing the business verification process. You are automatically upgraded to the next tier based on the volume and quality of the messages you send. Conversely, you can be downgraded if more of your messages are reported or blocked by users.


Tier Messaging limit / 24h
Unverified trial tier 250 unique customers
💡 Good to know
If you signed up before September 30th, 2022, the limit is 50 unique customers.
Tier 1 1,000 unique customers
Tier 2 10,000 unique customers
Tier 3 100,000 unique customers
Tier 4 Unlimited unique customers
❗️ Important
If you've reached your sending limit, WhatsApp will mark your phone number as Restricted and block you from sending messages. This status is temporary and is updated after 24 hours.

How to upgrade to the next tier?

To upgrade to the next tier, you need to meet the following conditions:

  • Keep your quality rating above medium, and
  • The cumulative amount of users you send notifications to has to add up to twice your current messaging limit within a 7-day period.
➡️ For example
If you are currently in tier 1 with a limit of 1,000 unique recipients per 24 hours, you will need to send a message to more than 2,000 recipients in 7 days to have an excellent reputation and automatically be upgraded to tier 2 and be able to send messages to up to 10,000 unique users per 24 hour period.

Once your account reaches this threshold, it will be moved to the next tier. To do so, you will need to send your daily limit of messages consecutively for two days at a minimum, as it takes at least 48 hours to move to the next tier.

Where can I find my messaging limits and quality rating?

Find your Quality rating and Messaging limits for your WhatsApp Business account directly in Brevo from Campaigns > WhatsApp > Manage settings.

Messaging limits

In the Messaging Limit column, you will find your current messaging limits:


❗️ Important
Your phone number quality rating is checked by Meta each time you initiate a new conversation with a unique customer. If the quality rating has been Low for the last seven days, your daily messaging limit will immediately decrease to the lower tier.

Quality rating

In the Quality Rating column, you will find your current quality rating:

  • Green: High quality
  • Yellow: Medium quality
  • Red: Low quality


❗️ Important
If your quality rating changes or becomes low, you will receive an email notification, and your account will be marked as Flagged in your Business Manager. With this status, you cannot be upgraded to the next messaging limits tier. If the message quality improves to a high or medium state for seven successive days, your status will return to Connected. If the quality rating doesn't improve, your status will still return to Connected, but you'll be placed in a lower messaging limit tier.

Best practices to maintain or improve a high-quality rating

  • Make sure messages follow the WhatsApp Business Policy and Commerce Policy.
  • Only send messages to users who gave their consent to receive messages from your business.
  • Make sure your visitors know which types of messages they consented to receive. You can collect separate consents by specific message categories such as order updates, shipping status, or special offers. If your contacts receive order updates from you when they have subscribed to receiving only their invoices, they may report your WhatsApp message and cause a drop in your quality rating. 
  • Make the messages highly personalized and valuable to users. Avoid sending open-ended welcome or introductory messages.
  • Be mindful of messaging frequency; avoid sending customers too many messages daily. Be thoughtful of informational messages, optimizing for content and length.
  • If your quality rating drops, check the template messages you created in the last seven days. The sudden drop can be caused by this new template message that has been reported a lot by your contacts. 

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.

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