Meta scores each number on quality and caps how many business-initiated conversations it can start per day. Both move based on how customers react to your messages.
Your number carries a rating shown as green, yellow, or red. Blocks and reports drag it down; wanted, relevant messages keep it green. A red rating can get a number restricted, so quality is worth protecting.
New business portfolios start at 250 business-initiated messages a day and climb through higher tiers to unlimited as you build a record of quality sending. Since October 2025 the limit is shared by all numbers in your portfolio, and it no longer drops when quality dips, though poor quality can still hold you back from the next tier.
Send to people who opted in, keep content relevant to its template category, and honour opt-outs quickly. Volume plus good quality is what raises your tier.
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