> ## 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 and limits

> Number quality, messaging tiers, and the rate limits that apply to your sends

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.

## 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 |

**How to protect it:**

* 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 tier counts **unique recipients**, not messages. Replying to an open
session does not consume tier capacity.

<Note>
  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.
</Note>

## 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 |

**What "verified" means:** your Business Portfolio is verified by
Meta and at least one of its WhatsApp Business Accounts has a phone
number with an approved display name. Verification unlocks the
larger template storage cap.

<Note>
  Source: [Meta — WhatsApp Message Templates](https://developers.facebook.com/docs/whatsapp/business-management-api/message-templates).
  Meta may also apply edit rate limits per template; those appear in
  the console's template editor when relevant.
</Note>

## What the console protects you from

<CardGroup cols={2}>
  <Card title="Sending to opted-out users" icon="ban">
    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.
  </Card>

  <Card title="Sending unapproved templates" icon="shield-halved">
    Only templates in `approved` status are selectable in the message
    composer, campaign wizard, and widget. Others are disabled with the
    reason shown.
  </Card>

  <Card title="Marketing volume spikes" icon="chart-line">
    The campaign monitor displays projected tier consumption and warns
    before a campaign would exceed remaining capacity in a rolling 24h.
  </Card>

  <Card title="Spending overruns" icon="dollar-sign">
    Per-app spending limits auto-pause outbound when the period budget
    is reached, with an alert in the app dashboard.
  </Card>
</CardGroup>

## What's next

<CardGroup cols={2}>
  <Card title="Compliance" href="/guides/whatsapp/compliance">
    Opt-in evidence, opt-out handling, and what counts as a policy
    violation.
  </Card>

  <Card title="Per-user marketing limits" href="/guides/whatsapp/per-user-marketing-limits">
    The dynamic cap Meta applies per user on Marketing templates.
  </Card>
</CardGroup>