Once you complete the WhatsApp approval and onboarding process, your Twilio phone number will be enabled for WhatsApp. For these approved and enabled customers, WhatsApp has imposed rate limiting when ramping up your Twilio WhatsApp messaging application.
Due to these rate limits, Twilio recommends customers intending to message with more than 1,000 unique users gradually roll out their WhatsApp launch over the course of a week.
WhatsApp rate limits
Here are WhatsApp's rate limit tiers:
|Tier 1||Limited to 1,000 unique message recipients per day|
|Tier 2||Limited to 10,000 unique message recipients per day|
|Tier 3||Limited to 100,000 unique message recipients per day|
Every new WhatsApp-enabled number is initialized at Tier 1. WhatsApp monitors message volume as well as quality (see below), and will automatically move customers between tiers based on the total number of unique recipients across the past 7 days.
If within the past 7 days, a WhatsApp-enabled Twilio phone number has communicated with 2x the unique recipients of the per-day limit, and maintains a good "quality rating" from WhatsApp, that number will be automatically moved to the next tier on the next day.
Please note, a number may be prevented from moving to the next rate tier, or even moved down a tier, if WhatsApp's internal "quality rating" for the number is low. Twilio is not able to influence this rating or surface it to customers in Console. See "Quality rating" below for more details.
If you exceed the daily limit for your tier, your messages will be undelivered with error 63018.
Notice: Twilio is unable to manually move or request that customers be moved between rate limit tiers. In addition, WhatsApp will not start a number on a higher tier or manually increase the limit at this time.
Tier example 1: A Twilio phone number approved by WhatsApp begins at Tier 1. On day 1, the number sends to 1,000 unique recipients. On day 2, the number sends to the 1,000 unique recipients again. At the end of day 2, the number would be upgraded to Tier 2 based on having sent to 2,000 unique To numbers within the past 2 days.
Tier example 2: A Twilio phone number approved by WhatsApp begins at Tier 1. On day 1, the number sends to 50 unique recipients. On day 2, the number sends to 100 unique recipients. On the 3rd day, the number sends to 200 unique recipients. During days 4-7, the number sends messages to 400 unique recipients each day.
At the end of day 7, the number would be upgraded to Tier 2 based on having sent to 2,000 unique To numbers within the past 7 days.
This rate limiting does NOT apply to messages sent in response to a user-initiated message within a 24-hour period.
Because WhatsApp encrypts messages, it relies on user feedback to measure quality of messages. WhatsApp uses this feedback to track an internal "quality rating" for senders that can effect how users are able to move between rate limiting tiers. Factors including the frequency rate of "report spam" and "block" on your sender may influence the quality rating." Senders with the Low quality rating may not be eligible to move up in rate limiting tiers.
In order to maintain high quality, WhatsApp recommends the following:
- Make sure messages follow the WhatsApp Business Policy.
- Only send messages to users who have opted into receiving messages from your business.
- Make the messages highly personalized and useful to users. Avoid sending open-ended welcome or introductory messages.
- Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.
A low Quality rating can result in a number being prevented from moving to a higher rate tier, or even in some cases being downgraded to a lower rate tier.
For more details, see Capacity and Messaging Limits (developers.facebook.com).
Notice: Twilio is unable to change or request customer quality rating changes. We are also unable to show your number's rate tier or quality rating in the Twilio Console. The only way to keep your quality high is to follow WhatsApp's recommendations.