# Messaging limits and number quality

> Why Meta limits how many customers you can message each day, how it rates the quality of your messages, and where you see this in Soosh.

Source: https://docs.soosh.io/concepts/messaging-limits-and-number-quality/

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

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

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

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](https://docs.soosh.io/concepts/template-approval/).

## Where you see this in Soosh

**Template quality.** [**Campaigns > Message templates**](https://app.soosh.io/templates) 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](https://docs.soosh.io/concepts/marketing-opt-out/).

**Your plan's campaign message limit.** This is something else. If your Soosh plan
limits campaign messages, [**Campaigns**](https://app.soosh.io/campaigns) 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

- **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.

## Related

- [Read campaign results](https://docs.soosh.io/guides/campaigns/read-campaign-results/)
- [Retry failed messages](https://docs.soosh.io/guides/campaigns/retry-failed-messages/)
- [Connect a WhatsApp number](https://docs.soosh.io/guides/workspace/connect-a-whatsapp-number/)
- [Template approval](https://docs.soosh.io/concepts/template-approval/)
- [Marketing opt-out](https://docs.soosh.io/concepts/marketing-opt-out/)
- [How campaign pricing works](https://docs.soosh.io/concepts/how-campaign-pricing-works/)