Messaging limits and quality rating
How many customers you can message per day, how Meta raises the limit, and what the quality rating means for your number.
Daily messaging limit
Meta limits how many unique customers you can reach with business-initiated messages (templates) in a rolling 24 hours. Replies to customers who messaged you don’t count.
Typical tiers are 250, 2,000, 10,000, 100,000 and Unlimited. Your current limit is shown in Reports (for example 2,000 — Meta tier 2K). The limit is shared at business portfolio level, so all numbers in the same Meta Business portfolio share it.
How the limit grows
- Verify your business in Meta Business Manager to move beyond the starting tier. See Business verification.
- Meta raises the limit automatically when your quality is good and you regularly message a good share of your current limit.
- A low quality rating can stop the limit from growing.
Quality rating
Meta rates your number from how customers react to your messages over recent days — blocks, reports and mutes count against you.
| Rating | Meaning |
|---|---|
| High (green) | Good — the limit can grow |
| Medium (yellow) | Warning — slow down and review your templates |
| Low (red) | At risk — Meta may restrict the number |
Template quality is rated separately. See Template health in Reports and Template approval and quality.
Protect your quality
- Only message people who agreed to hear from you.
- Make it easy to stop: add Reply STOP to unsubscribe to marketing templates. Vatli handles STOP automatically (Opt-outs).
- Segment broadcasts instead of sending everything to everyone.
- Don’t send the same marketing message repeatedly. Vatli holds back a third marketing template within 24 hours.
- Grow volume gradually on a new number.