Meta gates how much you can send behind a quality score (the health of your number) and a messaging tier (how many unique users you can proactively contact in 24 hours). ApifyCloud surfaces both and adds its own spending and rate caps you fully control.Documentation Index
Fetch the complete documentation index at: https://docs.apifycloud.io/llms.txt
Use this file to discover all available pages before exploring further.
Quality score
Every WhatsApp Business number carries a Meta-assigned quality rating based on user behaviour: blocks, reports, low-quality replies, and template rejections.| Rating | What it means | Effect |
|---|---|---|
| Green | Healthy | No restriction |
| Yellow | Some negative signals | Warning; tier can drop if it persists |
| Red | High block/report ratio | Tier drops; further degradation pauses outbound |
- Get explicit, documented opt-in before the first outbound message
- Honour opt-out immediately — ApifyCloud tracks opt-out at the app level
- Send what the user expects — utility/transactional wins over promotional
- Don’t repeat the same marketing blast to the same recipients
- Match template category to intent — promotional content sent as Utility erodes quality fast
- Keep the conversation two-way — templates that never receive replies signal low relevance
Messaging tiers
A number can proactively start conversations with up to a tier-defined number of unique users per rolling 24h. Meta raises the tier automatically as you send volume reliably with good quality.| Tier | Unique users / 24h | Typical gate to climb |
|---|---|---|
| Tier 1 | 1,000 | Verified business + initial sends |
| Tier 2 | 10,000 | 48h of green quality after tier 1 |
| Tier 3 | 100,000 | Same signal at larger volume |
| Tier 4 | Unlimited | Same signal at very large volume |
The console surfaces your current tier on the app dashboard. If a
campaign is projected to exceed the remaining tier, the campaign monitor
flags it before launch.
Call Permission rate limits
If you use WhatsApp voice calling, Call Permission Requests have dedicated limits enforced by Meta per recipient:- Max 1 request per 24 hours per phone number
- Max 2 requests per 7 days per phone number
- Permission is auto-revoked after 4 unanswered calls
Template submission limits
Meta applies several limits on how many templates you can create and store per WhatsApp Business Account.| Limit | Value |
|---|---|
| Templates created per hour, per WABA | 100 |
| Max templates stored, unverified Business Portfolio | 250 |
| Max templates stored, verified Business Portfolio | 6,000 |
| Inactivity before auto-archive | 12 months without a send |
| Archived → permanently deleted | 28 days after archiving, if still unused |
Source: Meta — WhatsApp Message Templates.
Meta may also apply edit rate limits per template; those appear in
the console’s template editor when relevant.
What the console protects you from
Sending to opted-out users
Opt-out is enforced at the app level before sending. A contact on
the app’s opt-out list will not receive further outbound messages
from any campaign, direct send, or flow.
Sending unapproved templates
Only templates in
approved status are selectable in the message
composer, campaign wizard, and widget. Others are disabled with the
reason shown.Marketing volume spikes
The campaign monitor displays projected tier consumption and warns
before a campaign would exceed remaining capacity in a rolling 24h.
Spending overruns
Per-app spending limits auto-pause outbound when the period budget
is reached, with an alert in the app dashboard.
What’s next
Compliance
Opt-in evidence, opt-out handling, and what counts as a policy
violation.
Per-user marketing limits
The dynamic cap Meta applies per user on Marketing templates.