Messaging Limits
Messaging limits determine the maximum number of business-initiated conversations each phone number can start in a rolling 24-hour period. A business-initiated conversation starts when the first message is delivered to a customer and ends 24 hours later. A conversation can’t end before then.
If you reach your messaging limit, you can start more conversations as soon as one or more active conversations end. Messaging limits do not apply to user-initiated conversations.
There are four levels of messaging limits that apply to businesses that have completed Business Verification:
- Allows your phone number to have 1,000 business-initiated conversations (with 1,000 unique customers) in a rolling 24-hour period.
- Allows your phone number to have 10,000 business-initiated conversations (with 10,000 unique customers) in a rolling 24-hour period.
- Allows your phone number to have 100,000 business-initiated conversations (with 100,000 unique customers) in a rolling 24-hour period.
- Allows your phone number to have unlimited business-initiated conversations in a rolling 24-hour period.
A business starts with 1,000 business-initiated conversations per phone number when it completes Business Verification.
For an example, see the chart below:
Increasing Messaging Limits
Your messaging limits are automatically increased based on the volume and quality of the messages you send. Conversely, your limit can also be decreased if more of your messages are reported or blocked by users.
Limits for a phone number can be increased if the following three items are true:
- The phone number quality rating is not low.
- Within a 7-day period, the phone number starts business-initiated conversations with twice the amount of unique customers supported in the current messaging limit.
- The phone number has been at the current messaging limit for at least 48 hours.
Once the business reaches this threshold, its limits are automatically increased.
As you increase your messaging activity, you should always analyze phone number quality to ensure that your customers are not blocking or reporting your messages. Businesses need to demonstrate that they can send high or medium quality messages at higher volumes before they can get higher messaging limits.
Example
In the example below, a business with a messaging limit of 1,000 business-initiated conversations gets its limit increased to 10,000 when it messages a total of 2,000 unique users within a 7-day period. The first table shows how the business reaches the 10,000 messaging limit in 2 days. The second table shows how the business reaches the 10,000 messaging limit in 4 days.
Flagged Status
Flagged businesses that have a low-quality rating can not get higher messaging limits. After a business is Flagged, it must return to the Connected status and then restart the process to increase their limit.
If your business has a "Flagged" status and the quality rating doesn't improve, your messaging limits will be decreased. See more information about the "Flagged" status here.
Unlimited Messaging
It takes at least 7 days for a phone number with a messaging limit of 1,000 business-initiated conversations to reach the unlimited messaging limit.
