What is a WhatsApp number's quality rating and sending limits?
Meta rates your number's quality from recipients' feedback, and limits how many new contacts you can write to per day. Good quality raises that limit.
With the official API, two notions protect WhatsApp users and determine what you can do: number quality and the sending limit.
Number quality
Meta rates your number according to how your messages are received: blocks and reports lower it, well-received conversations keep it up. A quality that drops too far can get your limits reduced, or template sending suspended.
The sending limit
A number can only write first to a limited number of different people per day. The limit starts low and rises in steps when you regularly send good-quality messages. Replying to someone who wrote to you is not concerned.
What to do
- Start with your most engaged contacts.
- Watch the feedback: too many blocks means stop and fix.
- Only write with consent, and respect STOP.
- Space out your sends: WhatzAI applies a speed and a daily cap to campaigns.
The exact figures of the steps are set by Meta and may change: check your WhatsApp manager to see your current level.
Updated 18 October 2026. Meta's rules change: if in doubt, check WhatsApp Business's official documentation.