On this page, you can find more information about the standard limitation of WhatsApp numbers.

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Quality Rating and Message Limits

The status of the phone number, quality rating, and message limits for the WhatsApp Business account are listed under the Phone Numbers tab in the WhatsApp Business Manager.

Quality Rating

The quality rating shows how customers have received messages over a continuous 24-hour interval. This rating determines the number of messages or proactive notifications (HSM template messages) the company can initiate.

Possible quality rating states include:

• High (green)
• Medium (yellow)
• Low (red)

When the quality rating reaches a low state (red), the phone number is marked as "flagged." This is a warning state.

If the company fails to comply with WhatsApp regulations, it may be marked in red. When this happens, the manager will see an update in the Business Manager and receive an email notification. Additionally, hovering over the red status in the Business Manager will display the reason for the rating. One of these reasons could be lacking human attention.

If the red quality rating isn't resolved within 7 days after being flagged, the number of notifications or messages the company can initiate will be restricted. If message quality remains high (green) or medium (yellow) and continues for more than 7 days, the phone number will reconnect normally.

Furthermore, if the account reaches the message limit, it will move to a "Restricted" state. During the Restricted state, the number cannot send any notification messages until the 24-hour messaging window resets. However, all messages initiated by the user can still be responded to normally.

Policy on Required Human Attention

WhatsApp requires businesses to have a direct human attention path and may apply limitations to accounts that do not include human attention capabilities.

If the company fails to comply with WhatsApp regulations, it may be marked in red.

If WhatsApp makes an error in reviewing your use of automation and human attention, you can appeal using the permanent appeal process using the contact form in the Business Manager, and WhatsApp will conduct a case review. As part of the appeal, you can share more information to help WhatsApp understand what might have been overlooked. To avoid a limited quality rate, you should appeal as soon as the phone number is flagged.

Examples of direct human escalation include: transferring to a human agent in chat, phone call, email, web support, support form, and store visits. Referring to social media accounts (Facebook, Messenger, Twitter, Telegram, etc.) is not supported because it requires the user to have a login and account with another service. Additionally, indirect channels such as a help center website or an app link do not fulfill this requirement.

Message Limits

Message limits determine how many users your company can send messages to daily. This includes new conversations as well as existing conversations with users.

The message limit DOES NOT restrict the number of messages your company can send, only the number of users who will receive them. It also does not apply to messages sent in response to a message initiated by the user within a 24-hour period.

Upon registering your phone number, the company starts at Level 1.

Levels

• Level 1: Allows the company to send messages to 1,000 unique customers in a continuous 24-hour period.
• Level 2: Allows the company to send messages to 10,000 unique customers in a continuous 24-hour period.
• Level 3: Allows the company to send messages to 100,000 unique customers in a continuous 24-hour period.

A company's phone number will move to the next level if:

• Its quality rating is not low, and
• The cumulative number of users it sends notifications to reaches twice the current message limit within a 7-day period. Once this limit is reached, the company moves to the next level. The minimum time for this update to occur is 48 hours when the company is sending messages up to its current limit every day.

Refer to the charts below for examples of how a company can move to the next level:

Example 1: A company will move from Level 1 to Level 2 when it sends messages to a total of 2,000 users in a 7-day period.

Example 2: The chart explains the concept of message limits in detail.

If you want to know which level a line is at, contact our support team.

Written by: Botmaker Team

Updated: 07/04/2024