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For the complete documentation index, see llms.txt. This page is also available as Markdown.

WhatsApp Messaging Rules

All about WhatsApp Business API 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.

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?”

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.

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

  • “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.

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

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

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

👉 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.

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.

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

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.

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.

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.

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.

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

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.

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