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Messaging window, limits and quality
WhatsApp protects its users with three rules every sender must understand: the customer service window, messaging limits and the quality rating. Getting them right keeps your number healthy and your messages flowing.
WhatsApp protects its users with three rules every sender must understand: the customer service window, messaging limits and the quality rating. Getting them right keeps your number healthy and your messages flowing.
24 hoursFree-form replies are allowed for 24 hours after the customer's last message.
72 hoursWindow extends when the chat starts from a Click-to-WhatsApp ad or Page CTA.
250 → unlimitedDaily reach grows as you verify and send high-quality messages.
Green / Yellow / RedQuality is driven by customer feedback such as blocks and reports.
The customer service window
| Situation | What you can send |
|---|---|
| Customer messaged you in the last 24 hours | Any message — free-form, media, interactive. Every new customer reply resets the 24 hours. |
| More than 24 hours since their last message | Only approved templates. |
| Conversation started from a Click-to-WhatsApp ad or Facebook Page CTA | Any message for 72 hours. |
Messaging limits
Limits cap how many unique customers you can start conversations with (using templates) in a rolling 24 hours. Replies to customers who messaged you first are never limited.
| Tier | How you get there |
|---|---|
| 250 | Starting point for businesses not verified by Meta. |
| 2,000 | Complete business verification, or send 2,000 high-quality messages to unique customers within 30 days. |
| 10,000 | Automatic, when quality stays high and you use at least half your limit over 7 days. |
| 100,000 | Automatic, for consistently high-performing senders. |
| Unlimited | Final automatic tier for verified, high-quality senders. |
NoteLimits are shared across the business portfolio, so adding a second number does not double your daily reach. Ask Phonovation Support to check your current tier at any time.
Quality rating
| Rating | Meaning | Effect |
|---|---|---|
| Green — High | Few blocks or reports. | Limit can scale up. |
| Yellow — Medium | Negative feedback is rising. | Warning; scaling pauses. |
| Red — Low | Many blocks or reports. | No scaling; templates can be paused and the number restricted. |
Keep your number healthy
- Message only people who have opted in to WhatsApp from you.
- Make every template useful, timely and clearly from your brand.
- Offer an easy opt-out and honour it immediately (use the Blocklist).
- Don't blast your whole list at once — ramp up and segment.
- Watch quality after every campaign and pause if it turns yellow.