waplyGuide
WhatsApp messaging limits and quality rating in Kommo
WhatsApp messaging limits and quality rating are Meta rules on your business portfolio — not Waply plan quotas. Soft-word illustrative Meta tiers teams often see start on the order of ~250 unique users in a rolling 24-hour window for business-initiated messages outside an open customer-service window, then steps such as ~2,000 and higher. Quality rating (High / Medium / Low) and template feedback strongly affect whether you can scale and whether campaigns deliver. Confirm live numbers in WhatsApp Manager — Meta updates them.
If you run campaigns or high outbound volume from Kommo, undelivered templates and stalled growth are usually Meta portfolio limits or quality — not “Kommo is broken.” This guide explains the model in plain language, how to diagnose symptoms with Waply on official Cloud API, and how to protect quality without inventing Waply-specific limit numbers.
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Who this is for
Use this guide if you send WhatsApp templates or high-volume outreach from Kommo and need to understand Meta messaging limits, quality rating, and practical diagnosis — especially with Waply on official Cloud API.
- Kommo admins and sales ops who own the Meta Business Portfolio and WABA.
- Marketing teams whose campaigns stall, fail at volume, or get quality warnings.
- Agencies explaining to clients why “adding another number” does not always raise capacity under portfolio limits.
What messaging limits are (Meta portfolio)
A messaging limit is Meta’s cap on how many unique WhatsApp users your business can message with business-initiated traffic outside an open customer-service window in a rolling period (typically described as 24 hours). Replies inside an open window follow different rules — soft-word and confirm in Meta docs for your case.
Important change in Meta’s model: limits are calculated at the business portfolio level, so phone numbers in the same portfolio share capacity. Adding numbers does not multiply the portfolio’s unique-user limit.
Illustrative Meta portfolio messaging tiers (soft-word — confirm in WhatsApp Manager; not a Waply SLA)
| Illustrative step | What it roughly means | How teams often get there |
|---|---|---|
| On the order of ~250 | Starting unique-user capacity for many new portfolios | Default for newly created business portfolios (Meta docs) |
| On the order of ~2,000 | First common scale-up step | Business verification and/or Meta scaling paths with high-quality messaging (soft-word; confirm live) |
| Higher steps (e.g. on the order of 10K / 100K / unlimited) | Larger unique-user capacity for established senders | Automatic scaling when Meta’s quality + utilization criteria are met |
- Soft-word: exact tier names and thresholds change. Treat ~250 and ~2,000 as illustrative Meta portfolio steps, not promises from Waply.
- Throughput (messages per second) is separate from unique-user messaging limits.
- Meta documents automatic scaling when you send high-quality messages and utilize a meaningful share of your current limit over a recent window (docs commonly cite at least half over the last 7 days); upgrades can be relatively fast on the portfolio model (docs mention evaluation on the order of ~6 hours when eligible).
Soft-word: never treat blog tables as permanent. Recheck WhatsApp Manager → messaging limits / overview for your portfolio, and Meta’s messaging-limits developer docs.
Quality rating: what it is and why it matters for scaling
Quality rating is Meta’s health signal for how users respond to your business messaging (blocks, spam reports, and related feedback). Teams typically see High / Medium / Low (often shown as green / yellow / red). Template quality is related: poorly received templates can be flagged or disabled.
- Scaling: Medium or High quality is part of Meta’s automatic scaling eligibility. Low quality can stall growth even if you “need” more volume.
- Deliverability: bad quality and flagged templates mean campaigns underperform — messages may not reach the audience you planned.
- Soft-word on downgrades: Meta’s portfolio-era docs describe changes to older “Flagged” phone-number paths and automatic limit drops. Do not hard-code “Low always drops your tier by one”; confirm current WhatsApp Manager behavior and Meta docs.
- Quality is earned by opt-in audiences, relevant templates, correct categories, and restrained blast frequency — not by buying another unofficial connector.
Waply does not invent a parallel quality score. What you see in Meta WhatsApp Manager is the source of truth for limits and quality.
Common symptoms in Kommo / Waply context
When volume fails inside Kommo with Waply connected on official Cloud API, start with Meta status — then CRM wiring.
- Templates approved but campaigns stop after a few hundred unique recipients: likely hitting the portfolio messaging limit (soft-word ~250 / ~2,000), not a Waply “hidden quota.”
- Sudden undelivered or failed template sends after a blast: check template quality (flagged/paused/disabled) and number/portfolio quality in WhatsApp Manager.
- Soft-word “restricted number”: Meta may restrict messaging for policy or quality reasons — confirm the exact status in Meta UI; do not invent ban narratives.
- New number still stuck at a low illustrative starting tier: portfolio starts shared; verification and quality/utilization paths matter more than spinning up extra lines.
- Grey / unofficial QR sessions elsewhere: different risk model. Waply is official Cloud API only — see Lite and integrations guides.
- Calls unrelated to messaging limits: coexistence supports messaging, not WhatsApp Calling API (Meta). Limits here are about messaging unique users.
Practical checklist to protect and improve quality
Use this sequence before large campaigns. UI clicks for connecting numbers live in Waply docs; quality work happens in Meta + your list hygiene.
- Confirm Meta Business verification and that the WABA sits under the correct Business Portfolio.
- Open WhatsApp Manager and note the live portfolio messaging limit and quality rating (soft-word any blog numbers against what you see).
- Inventory templates: category, language, approval status, and quality; pause or rewrite templates that collect blocks.
- Send only to opted-in audiences; suppress recent blockers and hard bounces from prior campaigns.
- Ramp volume gradually toward half of your current illustrative limit so Meta’s utilization criteria can consider you for scaling — do not blast the full list on day one.
- Keep messaging on official Cloud API (Waply). Avoid unofficial QR/session connectors that add account risk.
- After each campaign, re-check quality rating and template statuses before the next send.
How Waply fits (official API, no grey guarantees)
Waply is an independent product in Kommo on Meta’s official Cloud API: messaging, human WhatsApp calls on eligible platform-only numbers, call intelligence, and text/voice AI on third-party models (not Kommo native AI credits). Waply does not sell grey QR sessions and does not promise Meta will raise your tier.
Waply plans (USD, waply.online/pricing)
| Plan | Monthly | WhatsApp-relevant inclusions |
|---|---|---|
| Basic | USD 18 | Official-API messaging; human WhatsApp calls and recordings (90-day retention) |
| AI 24/7 | USD 39 | Everything in Basic + text AI agents, call intelligence allowances, 365-day retention |
| Voice AI | USD 89 | Everything in AI 24/7 + Voice AI agents on WhatsApp calls (managed/BYOK minutes) |
- Free 3-day trial includes everything in Voice AI.
- Meta messaging limits and quality rating remain Meta’s — soft-word, not a Waply SLA.
- Coexistence numbers: messaging can work; WhatsApp calls do not (Meta restriction).
- Meta conversation/message charges are separate from the Waply subscription — see the pricing guide.
Frequently asked questions
What do WhatsApp messaging limits of ~250 and ~2,000 mean in Kommo?
They are soft-worded illustrative Meta business-portfolio tiers for unique users you can message with business-initiated traffic outside an open customer-service window in a rolling period — not Waply plan quotas. Confirm the live limit in WhatsApp Manager; Meta updates tiers.
Are messaging limits per phone number or per business?
Under Meta’s current portfolio model, limits are set at the business portfolio level and shared by numbers in that portfolio. Soft-word exact display fields — check WhatsApp Manager and Meta messaging-limits docs.
How does quality rating affect scaling and deliverability?
High / Medium quality supports Meta’s automatic scaling eligibility and healthier delivery. Low quality and poorly received templates can stall tier growth and hurt campaign performance. Soft-word exact downgrade rules — confirm live Meta behavior.
Can Waply raise my WhatsApp messaging limit?
No. Waply connects you on official Cloud API and helps you operate in Kommo. Meta decides portfolio limits and quality. There is no Waply SLA that guarantees ~2,000 or unlimited.
Why are my WhatsApp templates not delivering in Kommo?
Check Meta first: portfolio messaging limit reached, template flagged/paused/disabled, quality issues, or payment method problems. Then verify the number is Connected in Waply and the Kommo source is correct.
Does adding more WhatsApp numbers increase my limit?
Usually not under portfolio limits — numbers share the portfolio’s unique-user capacity. Soft-word; confirm in WhatsApp Manager for your account.
Does coexistence change messaging limits?
Coexistence is about using the WhatsApp Business app and Cloud API on one number for messaging. Calls are not supported on coexistence (Meta). Messaging limits still follow Meta’s portfolio/quality rules — soft-word and verify live.
What does Waply cost and is there a trial?
Basic is USD 18/month, AI 24/7 is USD 39/month, Voice AI is USD 89/month. The free 3-day trial includes everything in Voice AI. Meta and BYOK charges are separate when applicable.
Protect quality, then scale with Meta — not grey shortcuts
Treat ~250 and ~2,000 as soft-worded illustrative Meta portfolio steps, watch quality rating before every blast, and run WhatsApp in Kommo on official Cloud API with Waply. Try everything in Voice AI free for 3 days when you are ready.
Free 3-day trial with everything in Voice AI.