Concepts
Meta Business Verification
Meta Business Verification is a process required for businesses to access WhatsApp Business API. It ensures a business is legitimate and allows it to use WhatsApp for customer communications.
WhatsApp Blue tick
WhatsApp Blue Tick is the official business account badge (a verified blue checkmark) on WhatsApp. It indicates that a business account on WhatsApp has been officially verified by the platform, signifying that it is a legitimate and trustworthy entity, allowing users to confidently interact with the account as it belongs to the real business or person it claims to be; essentially, it's a badge of authenticity displayed next to the business name on WhatsApp.
Wondering how to apply for a blue tick? Click here ↗
Messaging limits & quality rating
Messaging Limits
Messaging limits determine how many unique users your business can send messages to daily. This includes new conversations as well as existing conversations with users.
The messaging limit does NOT limit the number of messages your business can send, just the number of users you are trying to message. It also does NOT apply to messages sent in response to a user-initiated message within 24 hours.
These messaging limits are divided into 4 tiers, wherein your account allotment would be default in tier 1 when you get verified. Based on the quality rating of your account, Meta moves you to a higher tier and can also move you to a lower one if the rating drops. These limits do not apply to service conversations, and there are five in total.
Limited Access (Without Meta Verification): You can chat with up to 250 people every day.
Tier 1 (After Meta Verification): 1,000 contacts
Tier 2: 10,000 contacts
Tier 3: 100,000 contacts
Tier 4: Unlimited contacts
Quality Rating
Quality Rating is based on how messages have been received by recipients in recent days. It is determined by a combination of quality signals from conversations between businesses and users. Examples include user feedback signals like blocks, reports, and the reasons users provide when they block a business. Poor engagement or high report rates can lead to restrictions.
WhatsApp display name
The WhatsApp Display Name is the official name that appears in conversations for businesses using the WhatsApp Business API. It must meet Meta’s guidelines, including relevance to the registered business name and avoiding special characters or promotional language. Read Meta’s guidelines to get a deeper understanding before deciding on your WhatsApp display name.
Types of messages
In the WhatsApp API, message types categorize the content and purpose of the messages being sent. Commonly used message types in the WhatsApp API are:
These messages are used for promotional purposes, such as sending product offers, updates, or marketing campaigns to your customers. Marketing messages can help you engage with your audience and promote your products or services effectively.
Utility messages are typically used for providing helpful information or assisting customers with their queries. They can include, order confirmations, shipping updates, appointment reminders, account notifications, or any other transactional or informational messages that serve a specific utility purpose.
Session messages are free-form messages that are exchanged between a customer and a business when a customer service window is opened. These are not template messages.
Supported Media Types
Images
Format: JPEG, PNG, WEBP
Aspect Ratio: 1.91:1 Max Size: 5 MB (100kb for sticker in webp format)
Videos
Format: MP4, 3GPP
Aspect Ratio: 1.91:1 Recommended Size: up to 10 MB Max Size: 16 MB
Audio
Format: MP3, OGG, MP4, AAC
Max Size: 16 MB
Documents
Format: PDF, DOCX, PPTX, XLSX
Recommended Size: 5-10 MB Max Size: 100 MB
Get a detailed list of supported media formats and sizes as per Meta here.
Frequency Capping
“Frequency capping” by Meta is a feature that limits the number of marketing messages a WhatsApp user can receive from businesses within a specific timeframe. This prevents spam-like behavior and ensures a positive user experience.
For instance, after the launch of frequency capping, the end user can only receive messages from a limited number of brands (e.g., 15) in a rolling 7-day window. Meta dynamically decides the window and cannot be shared with the end business to protect the channel’s user experience.
Conversation Types
WhatsApp categorizes conversations into two primary types:
User-initiated conversations
When a customer starts a chat, businesses can reply with session messages or utility template messages freely within a 24-hour session window which resets with each customer reply.
Business-initiated conversations
Messages sent outside the 24-hour window require pre-approved message templates.
Pricing of WhatsApp
Starting July 1st, 2025, Meta has shifted from conversation‑based pricing to per‑template message billing. You are now charged for each template message sent, replacing the old 24‑hour session model. Customer Service Window (CSW): Within 24 hours from the user's last message, you can send utility templates for free.
Last updated
Was this helpful?