What are messaging limits?
A messaging limit is the number of business-initiated conversations you can start in a rolling period. New or newly verified numbers usually start at a lower tier and can move up over time.
Why limits exist
Limits protect the WhatsApp experience from spam. They give trusted, well-behaved senders more reach while slowing down numbers that generate blocks or reports.
How limits can increase
Limits can rise as you send relevant, opted-in messages that customers engage with, and as your number maintains good quality. Meta sets the exact tiers and moves your number between them.
What affects quality rating
How often customers block or report your numberWhether your messages are relevant and expectedWhether recipients opted inThe overall engagement with your messages
What causes quality problems
Sending to people who did not opt inCold, spammy or misleading campaignsHigh block or report ratesSending large volumes too fast from a new number
Best practices to protect your number
Only message opted-in contactsKeep messages relevant and valuableWarm up a new number with smaller sendsRespect opt-outs immediatelyPause and review if quality drops
Meta controls the actual limit and quality rating. Mersal can help you understand your status, but cannot change Meta’s decision.
Key takeaways
Meta sets messaging limits and quality rating, not Mersal.Relevant, opted-in messaging grows your limit; spam shrinks it.Warm up new numbers and respect opt-outs to protect quality.
Frequently asked questions
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