WhatsApp is built for people first, so Meta sets rules for how businesses can message them. QuickSamvaad follows every one of them for you, and shows you where you stand. Here's what each rule means for your business.
The 24-hour window
When a customer messages you, a 24-hour customer service window opens. Inside it you can send anything: free text, images, documents, voice notes, buttons and lists. Every new message from the customer restarts the 24 hours.
Once the window closes, or if the customer has never written to you, you can only send an approved template. A template that the customer replies to opens a new window.
What Meta charges
Meta charges per delivered message. The price depends on the template's category and the country of the recipient's number. Failed and undelivered messages are free. These are Meta's rates for Indian numbers, billed in rupees:
| Category | Used for | Meta's rate | |
|---|---|---|---|
| Marketing | Offers, launches, re-engagement, abandoned carts | ₹0.8631 | |
| Utility | Order updates, appointment reminders, payment receipts | ₹0.1150 | |
| Authentication | One-time passwords and login codes | ₹0.1150 | |
| Service replies | Your replies inside the 24-hour customer window | ₹0.1150 | First 1,000 per number each month are free |
Meta bills these charges directly to the payment method on your Meta account, and QuickSamvaad adds nothing on top. Meta's current rates for every country are on Meta's pricing page.
Quality rating
Meta rates each number green (high), yellow (medium) or red (low), based on how recipients reacted to your messages recently: blocks, reports, and whether people read what you send. You'll see it in Settings → Channels, and QuickSamvaad flags a drop.
- A low rating can stop your messaging limit from growing and get templates paused.
- Repeated problems can get a number restricted by Meta.
- Ratings recover as recipients respond better. There's no way to reset one by hand.
Keeping it green
- Message only people who agreed to hear from you, and say who you are in the first line.
- Send fewer, more relevant campaigns to segments, rather than everything to everyone.
- Make opting out easy, for example a "Stop promotions" button on marketing templates.
- Reply quickly to customers who write to you.
Messaging limits
Your messaging limit is how many different people your business can start conversations with, using templates, in any rolling 24 hours. Since October 2025 the limit applies to your whole business portfolio, shared by all its numbers.
- New businesses that Meta hasn't verified start at 250 people a day.
- Meta raises the limit in steps, up to unlimited, as you verify your business and keep sending good-quality messages to more people.
- Replies to customers inside an open window don't count.
- Your current limit is on each number in Settings → Channels. Campaigns check it before launch and spread a larger send over the following days.
Sending speed
A number on the Cloud API can send up to 80 messages a second (20 for coexistence numbers), and WhatsApp also limits how quickly you can message the same person. QuickSamvaad paces every send below both limits and always lets replies and bot messages go ahead of campaign messages.
Limits on marketing to each person
- Per-person cap (131049). Meta limits how many marketing messages one person gets from all businesses. If someone is at the cap, your message isn't delivered. QuickSamvaad never retries it and rests that contact from marketing for 24 hours.
- Experiment group (130472). Meta holds back marketing from a small group of people to measure its effect. Those messages aren't delivered until the person writes to you.
- United States. Meta doesn't deliver marketing templates to +1 (US) numbers.
Opt-outs
Customers can stop your marketing two ways: by sending a keyword such as STOP or बंद करो to you, which QuickSamvaad records and confirms, or by turning off marketing from your business inside WhatsApp, which Meta enforces (error 131050). Either way, keep sending order updates and replies; just leave them out of promotions. See Contacts, consent and CSV imports.
Business verification and display name
- Business verification happens in Meta Business Suite's Security Center. Meta checks your legal name, address and website against official documents. It lifts the 250-a-day starting limit.
- Display name is the name customers see. Meta reviews it, usually within a day; it should clearly relate to your business.
What you can't send
Meta's WhatsApp Business Messaging Policy and Commerce Policy apply to every message. Some goods and services can't be sold or promoted on WhatsApp at all, and Meta may restrict numbers that break the rules. When in doubt, read the policies before you build a campaign around a product.