# Sending Limits & Pausing

## Overview

WhatsApp applies **sending limits and template pausing mechanisms** to ensure **high-quality messaging** and prevent spam. These controls are based on **user feedback and engagement**, helping maintain a better user experience.

### Template Sending Limits

* WhatsApp may initially limit the number of messages sent using a template
* This is especially applicable for:
  * **New templates**
  * Templates with **no prior performance data**

Templates are first sent to a **small group of users** to evaluate performance.

### Template Quality Monitoring

WhatsApp continuously monitors how users interact with template messages.

#### Signals Considered

* Users **blocking** the business
* Users **reporting messages as spam**
* Low engagement or negative interactions

### Template Pausing

If a template receives **negative feedback**, WhatsApp may **pause the template**.

#### When a Template is Paused

* The template will be **temporarily disabled**
* No further messages can be sent using that template
* Existing campaigns using that template may be affected

{% hint style="danger" %}
**Pausing durations are as follows:**\
1st Instance: Paused for 3 hours\
2nd Instance: Paused for 6 hours\
3rd Instance: Disabled
{% endhint %}

#### Why Templates Get Paused

Templates may be paused if:

* Messages are **irrelevant to users**
* Sent without proper **user consent (opt-in)**
* High number of **blocks or spam reports**
* Poor **message quality or targeting**

#### How to Avoid Template Pausing

* Send messages only to **opted-in users**
* Ensure content is **relevant and valuable**
* Maintain proper **template categorization**
* Avoid excessive or repetitive messaging

### Template Limitations

* Approved templates **cannot be edited**
* All templates require **WhatsApp approval**
* Character limits:
  * Body: **1024 characters**
  * Header/Footer: **60 characters**
  * Buttons: **20 characters**
* Only **body supports emojis**
* Media support:
  * **Image, Video, Document (PDF)**
* Footer is **static (non-dynamic)**<br>

{% hint style="warning" %}
Template pausing and sending limits are controlled entirely by **WhatsApp (Meta)** based on **user feedback and quality signals**.
{% endhint %}


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