Meta limits how many different customers your business can start chats with in 24 hours. It also rates the quality of your messages from how customers react to them. Soosh shows each template’s quality, but not your number’s limit or quality rating: you find those in Meta’s WhatsApp Manager.
Why they exist
Section titled “Why they exist”WhatsApp only works if people trust the messages they get. Meta doesn’t want a new business to message thousands of strangers on day one. So new senders start small, and earn more room by sending messages customers want.
Messaging limits
Section titled “Messaging limits”The messaging limit counts the different customers you send templates to in any 24 hours. Replies to customers who wrote to you first don’t count.
The limit goes up in steps, up to unlimited. A new business starts on the lowest step. Meta raises it by itself as you use what you have and your quality stays good. When you reach the limit, messages to more new customers fail until earlier ones drop out of the 24 hours.
Quality rating
Section titled “Quality rating”Meta rates quality from how customers reacted to your messages recently: whether they blocked you, reported you, and why. Meta rates your number and each template as High, Medium or Low.
A low rating has consequences:
- For your number, it can stop your limit from going up. If many people block or report you, Meta limits your sending until quality improves.
- For a template, Meta can pause it, and disable it if it keeps happening. See Template approval.
Where you see this in Soosh
Section titled “Where you see this in Soosh”Template quality. Campaigns > Message templates (opens Soosh in a new tab) has a Quality rating column, and each template’s page shows it too. It’s High, Medium, Low, or Unknown for a new template Meta hasn’t rated yet. Soosh updates it when Meta reports a change, and when you click Sync from Meta.
Your number’s limit and quality. Soosh doesn’t show these. Check them in WhatsApp Manager, on your phone number’s page.
Failed messages. Under Why messages failed, a campaign’s results explain what went wrong in plain words. Reasons linked to limits and quality include:
- Spam rate limit: too many people blocked or reported your messages.
- Sending too fast: WhatsApp’s speed limit was hit. Try the failed messages again in a few minutes.
- Held back by WhatsApp to protect engagement: Meta’s limit on marketing messages to one person. See Marketing opt-out.
Your plan’s campaign message limit. This is something else. If your Soosh plan limits campaign messages, Campaigns (opens Soosh in a new tab) shows a line like “120 of 1,000 campaign messages this month”. That’s Soosh’s monthly count, set by your plan, not Meta’s daily limit. When it’s used up, campaigns pause until the date shown under it.
What it means for you
Section titled “What it means for you”- Grow slowly with a new number. Start with customers who know you, like those tagged VIP or who wrote recently. A big list on day one can fail and hurt your rating.
- Spread out very large campaigns while your limit is still low.
- Watch template quality. If a template drops to Medium, change its wording or who gets it before Meta pauses it.
- Respect opt-outs and the right category. Messages customers want are what raise your limit.