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How to fix the "high-quality user experience" and "per-user marketing template message limits" errors on WhatsApp

In Conversations, both errors mean Meta has temporarily blocked marketing messages to that customer because they already received too many (from any business). Send a Utility template, which is not affected, or try again later; the per-user limit clears after 24 hours.

Updated on

Before you start

  • These errors only show up on messages sent with Marketing templates. Check the template's category in Settings › WhatsApp › Templates.
  • The block is decided by Meta and depends on the customer, not on your company: it counts every marketing message they received, from any business.
  • Neither error is a penalty on your account, and neither lowers your quality rating.
Where to find it

Conversations › customer's conversation › failed message › error description

Step by step

Understand the error

  1. Open Conversations, click the customer's conversation, and read the error description on the message that failed.
  2. High-quality user experience: the customer received several marketing templates in a single day, and Meta has paused further marketing messages to them for now. The block is temporary.
  3. Per-user marketing template message limits: the customer has hit the maximum number of marketing messages Meta lets them receive in a given period, counting every business. This error lasts 24 hours and then goes away.
  4. In both cases, Utility messages keep being delivered.

Option 1: send a Utility template

  1. Make sure the message really is a service message: order confirmation, payment reminder, account update, appointment notice.
  2. In Settings › WhatsApp › Templates, pick a Utility template with an active status or create one.
  3. In the conversation, select the WhatsApp channel, choose that template, and send it. Since it isn't marketing, the block doesn't apply.

Option 2: try again later

  1. Wait. For the per-user limit error, the block lifts after 24 hours.
  2. Resend the marketing template. If Meta has lifted the block, the message is delivered.
  3. If the customer messages you in the meantime, reply with free text: the 24-hour window opens, and a reply isn't marketing.

Tips

  • Don't rewrite a promotion as if it were a utility message just to get around the block: Meta reclassifies the template as Marketing, and it can hurt your quality rating.
  • Space out marketing sends to the same customer, and only message people who agreed to hear from you.
  • In a bulk send, these failures happen contact by contact. Resend later only to the ones that failed.

Common problems

  • The Utility template failed too → Meta may have reclassified that template as Marketing. Check the category in Templates and create a service template with concrete details (order number, date, amount).
  • Many contacts in my bulk send got this error → Each of them hit their own limit. Wait 24 hours and resend only to those contacts.
  • 24 hours have passed and the error is still there → The customer received more marketing messages from other businesses. Try a Utility template, or ask the customer through another channel to message you.
  • I thought my account was restricted → No. A restricted account shows its status in Settings › WhatsApp and affects every send; here only marketing messages to some customers fail.

Frequently asked questions

Is the error my company's fault?

No. The limit counts the marketing messages the customer received from any business on WhatsApp.

Can I see how many messages the customer has already received?

No. Meta doesn't share that number; it only reports the error once the limit is reached.

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