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Two separate things, and people confuse them constantly:
  • Messaging limit — how many unique customers you may message in 24 hours.
  • Quality rating — how customers are reacting, which decides whether your limit rises or your templates get paused.
Both belong to Meta. Neither is something we set.

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Messaging tiers

The limit counts unique customers you start conversations with, not messages. Replying inside the 24-hour window to somebody who wrote to you does not consume it.
Limits apply at the business portfolio level, shared across all your phone numbers — a second number does not double your reach.

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Climbing

Starting → 2,000. Either verify your business, or send 2,000 delivered messages outside customer service windows to unique customers within a rolling 30 days, using templates with a high quality rating. Verification is the faster path, and it unlocks other things you will want anyway. 2,000 and above happens automatically when you meet two conditions at once:
  1. You are sending high-quality messages consistently, and
  2. You use at least half your current limit within 7 days.
Condition 2 catches people out. A business sitting at 2,000 and sending 400 a day will never be promoted, however good its quality. Meta does not raise a limit you are not using.
If a tier increase is denied, Meta notifies you with a reason — usually identity verification or delivery patterns.

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Quality rating

Scored per template and per number, from what customers do: The signals are blocks, reports and read rates. Note the third: a message nobody opens hurts you even if nobody complains.

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Pauses and disabling

A template with recurring negative feedback or low read rates enters paused — it cannot be sent while paused. Repeat it and the template is disabled permanently.
A paused template is a warning about that message, but the underlying quality signal attaches to your number. Enough paused templates and the number itself is restricted, which costs you every template rather than one.

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Staying high quality

The failure mode is almost always the same: sending more than the audience wanted.
A bought list is the fastest route to a restricted number. Consent is enforced where it cannot be bypassed for exactly this reason.
Start with the narrowest audience. A campaign to 200 engaged customers outperforms one to 4,000 indifferent ones on every metric that matters — including the one Meta scores.
Two marketing messages a month is a business people tolerate. Two a week is one they block. Read rate falls first, then reports rise.
Read rate is a quality signal. A message whose first line is “Dear valued customer” is a message nobody opens.
Handled for you — a customer who turns off “Offers and announcements” or asks the agent to stop is recorded as withdrawn, and marketing to them is refused. Do not try to route around it.

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What to watch

Check quality before a big send, not after:
  • Delivered but not read — a timing or subject problem. Change the hour before you change the audience.
  • A rising refusal count for consent — correct behaviour, but it means your list is going stale.
  • A dropping read rate across campaigns — the earliest warning you get. Act on it while the rating is still high.

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Restrictions

If Meta restricts your account, sends are refused. The console shows the reason and when it lifts.
Do not retry into a restriction. Every refused request is a signal that the business has not noticed, and a retry loop extends the restriction rather than getting through it.