Quality and messaging limits
Understand your number's quality rating and messaging limit, where to see their history, and what lowers them.
Meta gives every WhatsApp number a quality rating and a messaging limit. Together they decide how many customers you can start conversations with each day. IconEngage shows both and records every change Meta reports.
Where to see them
- If you have one number: go to WhatsApp › Quality and limits.
- If you have several numbers: go to WhatsApp › Numbers and accounts. The Phone numbers table has Quality and Messaging limit columns. Click a number to see its full history.
On a number's page, the Meta Business card shows:
- Quality rating
- Messaging limit
- Display name review
- Account review
Click the information icon next to any of them for a short explanation.
Quality rating
The quality rating reflects how customers have received your messages over the last 7 days.
| Rating | What it means |
|---|---|
| High | Customers are receiving your messages well. |
| Medium | Quality is slipping. IconEngage warns you. |
| Low | Quality is poor. IconEngage warns you, and a low rating can lower your messaging limit. |
| Unknown | Meta hasn't rated the number yet. |
What lowers quality
Quality falls when customers block or report your messages. To protect or recover it:
- send fewer, more relevant messages
- send only to customers who expect to hear from you, and respect opt-outs (see Opt-outs and consent)
- keep marketing messages for customers who asked for them
Messaging limit
The messaging limit is how many customers the number can start conversations with in 24 hours. Meta raises it as you send good-quality messages to more people, and can lower it if quality drops.
IconEngage shows the limit as one of these tiers:
- 50 per 24 h
- 250 per 24 h
- 1,000 per 24 h
- 10,000 per 24 h
- 100,000 per 24 h
- Unlimited
The number's page also shows its Throughput, the level of sending speed Meta has given the number.
History and trends
On a number's page, Quality and limit history shows:
- Quality rating over time and Messaging limit over time, two small trend charts. They read "Not enough history yet" until Meta has reported a few changes.
- A timeline of every change Meta reported to the quality rating, messaging limit, display name review or number status, for example "Quality rating changed from High to Medium", with when it reached IconEngage.
These rows are written only from what Meta sends, so the timeline always names Meta as the source.
Alerts
IconEngage shows an alert when:
- Message quality has dropped or message quality is low: the rating is Medium or Low.
- Messaging limit changed: Meta lowered or raised the limit. A lower limit means fewer new conversations can start in 24 hours until it recovers.
- Display name was declined: customers see your number instead of your name until a new name is approved. You submit a new one in WhatsApp Manager at Meta, using Open at Meta.
Accounts with low quality or a declined display name are also marked Needs attention in the Business accounts list.
Tip: Templates have their own quality rating too. See Message templates.
Who can see this
Note: Owners, Admins, Supervisors, Marketing Managers and Developers can see quality and limits.
Still need help?
Write to us at [email protected] and tell us what you were trying to do. Already a customer? Sign in to IconEngage — the same articles are under Help in the app.