Limits and quotas
Two separate ceilings, from two different places. Your TopEdge plan caps orders and sends per cycle. Meta caps how many customers you may start conversations with in 24 hours. A launch broadcast usually finds both at once.
TopEdge caps orders ingested and campaign plus email sends per billing cycle, with warnings as you approach and a block at the limit. Meta separately caps how many unique customers you can start conversations with per 24 hours, based on your business verification and quality rating. Hitting either looks like "messages stopped sending".
TopEdge plan limits
Plan limits are listed on the pricing page; your own usage is in Settings → Billing.
- Orders per cycle
- Orders ingested from Shopify. Cancelling does not refund the count. A COD order converted to prepaid counts once, not twice.
- Campaign and email sends per cycle
- Broadcast and email volume. Journey sends triggered by Shopify events are metered separately from this broadcast allowance.
- Usage alerts
- A warning as you approach the cap, and a block at it. Alert contacts in Settings decide who hears about it.
- Plan-gated features
- Journey branching and the COD → prepaid node need Growth or above. Published journeys using them keep running after a downgrade — you just cannot create or edit them.
- Customer profiles
- Effectively unlimited. Contact count is not what you are billed on.
Meta messaging limits
Independently of your plan, Meta limits how many unique customers you can start a conversation with in a rolling 24 hours. New accounts start low and move up as you send good-quality volume and complete business verification. Replies inside the 24-hour window do not count against it.
| What raises your limit | What lowers it |
|---|---|
| Completing Meta business verification | Customers blocking or reporting your messages |
| Sustained sending with good quality | A sudden spike in volume from a cold list |
| Customers replying to your messages | Messaging contacts who never opted in |
| A healthy quality rating over time | Promotional content sent as Utility templates |
Quality rating
Meta assigns your number a quality rating from how customers react. A low rating cuts your messaging limit, and in the worst case restricts the number. It is the asset to protect: a restricted business number is far more expensive than any campaign it carried.
Automation runtime limits
| Limit | Why it exists |
|---|---|
| Two active automations per customer | Stops one customer receiving four unrelated ladders at once. A third enrolment is skipped, not queued. |
| Reply cancels remaining steps | On by default. A customer who answered should not keep being chased. |
| Revenue attribution window: 7 days | Orders are credited to the last touch within 168 hours. |
How hitting a limit shows up
- Messages stopped sending part-way through a campaign
- Check your cycle send allowance in Settings → Billing.
- Check your Meta messaging limit in Meta Business Manager.
- A campaign row showing a partial send with no failures is almost always a cap.
- Orders stopped appearing
- The order cap for the cycle may be reached — check usage in Billing.
- Orders keep arriving in Shopify regardless; the automation stops, not your store.
- A journey node is locked
- Branching and COD → prepaid need Growth or above.
- Already-published journeys keep running; you cannot edit them until you upgrade.
- Conversation pricing — The two bills.
- Settings and billing — Checking your usage.
- Send a broadcast — Launching without a restriction.
Frequently asked questions
How many WhatsApp messages can I send per day?
Two limits apply. Meta caps how many unique customers you can start conversations with in a rolling 24 hours, based on your verification status and quality rating. Your TopEdge plan separately caps campaign and email sends per billing cycle.
What happens when I hit my plan limit?
Sends stop rather than billing you an overage. You are warned as you approach the cap and blocked at it, with the warning going to your alert contacts in Settings. Caps reset at the start of each billing cycle.
How do I increase my WhatsApp messaging limit?
Complete Meta business verification, send sustained good-quality volume, and keep customers replying rather than blocking. Limits rise over time on their own; a sudden spike from a cold list does the opposite and can restrict the number.
Updated 2026-10-04