Why has Meta limited my WhatsApp sends?
Meta sets a sending limit for every WhatsApp number: a maximum number of unique contacts that can receive a template (paid) message every 24 hours. When you hit that ceiling, the sends that follow wait for capacity to come back — it is not a punishment from Clickmax, it is Meta's own rule for that number.
Who sees it and what counts
- The limit belongs to the WhatsApp number, not to your role in the workspace — any member with access to Messaging sees the same capacity.
- This is Meta's limit, separate from the monthly WhatsApp sending quota on your Clickmax plan — they are two different limits.
- Only template sends count (business-initiated, paid). Free-text replies inside the 24h window opened by the contact do not use up the limit.
- You can follow it all on the Sending capacity card on the broadcast and in My account → Sending limits.
The limit is a rolling 24h window
The limit does not reset at midnight. It is a rolling window: it counts the unique contacts (by phone number) that received a template in the last 24 hours. As each send "ages" and drops out of the window, capacity comes back on its own — that is why the card shows Recovers +N at HH:MM, the exact time that quota is released.
The ceilings per tier are:
There are two different causes — do not confuse them
A broadcast can be limited for two distinct reasons, and the way out is different for each:
- Daily limit reached — you have used the whole contact quota for the last 24h. This is not a quality problem. Capacity comes back automatically as sends drop out of the window; nothing was lost.
- Low number quality — Meta has downgraded your number's quality because of blocks and reports. On red, Clickmax slows the broadcast down on its own to give the number time to recover; on amber, it is just a warning to avoid large sends. In both cases, Meta can cut your limit if quality does not improve.
When a broadcast's audience is bigger than the capacity available, Clickmax does not drop anyone: the surplus goes out in waves over the following days, within the daily ceiling, until it is finished.
Why quality brings the limit down
Volume and quality pull in opposite directions — this is the growth paradox. Sending more pushes the tier up, but broadcasting to cold or bought lists generates blocks and reports, and that burns your quality. Low quality, in turn, brings the limit down. That is why growing with engaged audiences pays off more than growing with bigger lists.
For the number to move up a tier, Meta expects: a verified business (which unlocks 250 to 1,000+ contacts/day), steady volume (reaching 50%+ of the daily limit over 7 days) and good quality. The How do I increase my limit? guide, next to the capacity card, shows which step your number is on.
When the number is blocked or restricted
Beyond the quota limit, Meta can flag the number with a status that prevents mass sending. In those cases the send fails until the number is reinstated at Meta:
Related
If it didn't work
- The send is stuck even with capacity available: check whether the number is Restricted by Meta, Blocked by Meta or offline in the number selector and on the capacity card — if so, see the error codes.
- Quality has dropped to red or amber: pause campaigns to cold lists for about 7 days and send only to engaged contacts; details in send a broadcast.
- Still unsure why the send did not go out: see the messaging questions.