# WhatsApp Messaging Rules

When you use **WhatsApp Business API**, all your messages must follow WhatsApp’s messaging policies.

These policies are designed to **protect users from spam, irrelevant, or offensive content** and to ensure a safe communication environment.

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### 4 Categories of WhatsApp Messages

### 1. **Session Messages**

* **What it means**: When a customer sends you a message, a **24-hour session window** starts from the time of their last reply.
* **What you can do**: Within this window, you can send **free-form messages** (no pre-approval needed).
* **Charges**: No charges during this period.

✅ **Example**

* Customer: *“Where is my order?”*
* Business: *“Your order #1234 has been shipped today. You should receive it by Thursday.”*
* Business can also ask follow-up questions like: *“Do you want me to share the tracking link?”*

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### 2. **Utility Messages**

* **What it means**: Transactional updates relevant to a customer’s purchase or account.
* **Requirement**: Only **pre-approved templates** can be used.
* **Charges**: Pricing depends on the country.

✅ **Examples**

* *“Your order #1234 is out for delivery.”*
* *“Your payment for order #5678 is confirmed.”*
* *“Please share your feedback on the product you received.”*

Allowed formats:

* Text, images, PDFs (like invoices), videos, payment request links, interactive buttons.

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### 3. **Marketing Messages**

* **What it means**: Messages intended to promote, upsell, or re-engage customers.
* **Requirement**: Only **pre-approved templates** can be used.
* **Charges**: Pricing depends on the country.

✅ **Examples**&#x20;

* *“Hurry! 20% OFF on all products this weekend. Shop now 👉 \[link].”*
* *“Your favorite product is back in stock! Click below to order.”*
* *“Buy 1 Get 1 Free – valid until midnight.”*

Allowed formats:

* Text, carousel messages, coupons, images, videos, PDFs, interactive buttons.

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### 4. **Authentication Messages**

* **What it means**: For sending secure OTPs or login codes.
* **Requirement**: Only **pre-approved templates** can be used.
* **Charges**: Pricing depends on the country.

✅ **Example**&#x20;

* *“Your verification code is 457890. Do not share this code with anyone.”*

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### Quick Comparison

| Category           | Approval Needed? | Charges | Use Case Example                         |
| ------------------ | ---------------- | ------- | ---------------------------------------- |
| **Session**        | ❌ No             | Free    | Customer asks about delivery → You reply |
| **Utility**        | ✅ Yes            | Paid    | Order updates, invoices                  |
| **Marketing**      | ✅ Yes            | Paid    | Offers, promotions, back-in-stock        |
| **Authentication** | ✅ Yes            | Paid    | OTPs, login codes                        |

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👉 **Golden Rule:** Always make sure your messages are **relevant, timely, and user-centric**. Irrelevant or spammy content can lead to **user complaints** and even **WhatsApp account restrictions**.
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## WhatsApp Messaging Limits

When using the **WhatsApp Business API**, your messaging capacity is governed by **Messaging Limits**.\
These limits define **how many unique customers** you can start conversations with in a rolling 24-hour period.

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Note: Limits apply **only to business-initiated conversations** (Utility, Marketing, Authentication). They do **not** apply to customer-initiated **Session messages**.
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### Types of Messaging Limits

#### **Tier 1 – 1,000 Customers per 24 Hours**

* Every new verified business starts here.
* You can initiate conversations with up to **1,000 unique customers** in a day.

✅ Example:\
An eCommerce store can send order updates or offers to 1,000 customers per day.

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#### **2. Tier 2 – 10,000 Customers per 24 Hours**

* Once you reach good engagement and low complaint rates, WhatsApp upgrades your limit.
* You can now message **up to 10,000 customers daily**.

✅ Example:\
A brand runs a flash sale and promotes it to 10,000 opted-in customers in one day.

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#### **3. Tier 3 – 100,000 Customers per 24 Hours**

* With consistent, compliant messaging, you get further upgraded.
* Now you can reach **100,000 customers daily**.

✅ Example:\
A large eCommerce platform sends shipping updates or promotions to 1 lakh customers each day.

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#### **4. Tier 4 – Unlimited Messaging**

* Reserved for the largest verified enterprises.
* You can send messages to an **unlimited number of users daily**.

✅ Example:\
A marketplace like Amazon or Flipkart can message their entire user base as needed.

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## How to Increase Your Limit

1. **Get business verification** approved by Meta.
2. **Send quality messages** (no spam, only relevant updates).
3. **Maintain good customer response rates** (avoid blocks & reports).
4. WhatsApp automatically reviews your account and upgrades limits if:
   * You consistently reach the current limit
   * You maintain high-quality ratings

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### Important Notes

* Limits are **based on unique customers**, not the number of messages.\
  (Sending 10 messages to the same customer counts as **1**).
* Customer-initiated sessions are **unlimited** – you can reply to all incoming chats freely within 24 hours.
* Violating policies (spam, irrelevant offers) can downgrade your limits.