Quality Rating & Messaging Limits

How Meta rates your number's quality, how messaging limits (250 → 2K → 10K → 100K → unlimited) work at the Business Portfolio level, and how to grow safely.

Quality rating#

Meta rates each number Green (high), Yellow (medium) or Red (low) based on how customers react to your messages over the past few days — mainly blocks and reports, plus whether people read and engage.

Check it in Wably under Connect Account → Connect WhatsApp → Phone Numbers (the Quality column), or in WhatsApp Manager → Account tools → Phone numbers.

If it drops: 1. Pause marketing broadcasts. 2. Find the template or campaign that caused it — usually a broad blast to cold contacts. 3. Fix targeting and content, then restart slowly with your most engaged customers.

Templates with very poor feedback are paused automatically, and can be disabled if it keeps happening.

Messaging limits#

Your messaging limit is the number of unique customers you can start conversations with (using templates) in a rolling 24 hours. Replies within an open customer service window don't count.

Key points about how limits work now:

• Limits are shared across your whole Business Portfolio, not per number. Adding a second number doesn't double your limit, and all numbers in the portfolio share the highest tier.
• Upgrades are automatic. Meta reviews eligibility frequently (roughly every 6 hours) and moves you up when you consistently use a good share of your limit with healthy quality.
• Business Verification is usually needed to move beyond the starting tier. See Verification explained.

Your current limit appears in WhatsApp Manager → Account tools → Messaging limits. In Wably, open Connect Account → Connect WhatsApp: the Phone Numbers table shows each number's Quality and Messaging Limit (for example TIER_2K).