What Infobip limits should I know about?
Infobip enforces limits at four levels — account throughput, WhatsApp messaging tier, sender/template caps and per-account quality rating — and every one of them sits against your own Infobip account. Understanding that you hold the account is the first step to understanding why a limit exists and who can raise it.
The Infobip account is always yours
There is no Arino One arrangement in which Arino owns the messaging account. On the Remix route you create your own Infobip account during onboarding, following Infobip's signup flow; on the BYO route you connect the account you already have. The same is true whether you self-built the template for free or paid the flat $350 for Arino to build the instance.
Two practical consequences follow. First, every limit shown in your Infobip console is yours alone, tied to your own contract, volume history and billing relationship — nothing is pooled with other Arino clients. Second, Infobip bills you directly for the traffic under those limits; Arino never invoices message usage.
| Situation | Infobip account and keys | Who requests a limit increase |
|---|---|---|
| Remix route | Yours, created during onboarding | You, directly with Infobip |
| BYO route | Yours, already held and connected | You, directly with Infobip |
| With the $50/month connection | Still yours | You, with Arino support helping prepare and raise the request |
| Running unconnected | Still yours | You, directly with Infobip |
Rate limits and throughput
Every Infobip account has an outbound send rate — messages per second sustained, and a burst ceiling above that. Sends above the rate are queued and retried automatically rather than dropped, so a large campaign finishes later rather than failing. This applies across channels: WhatsApp, SMS, RCS and email all have their own throughput ceiling on the account, sized initially to a modest default and raised on request or automatically as usage history builds.
WhatsApp messaging tiers
WhatsApp layers a further limit on top of raw throughput: the messaging tier, assigned per WhatsApp Business Account (WABA), which caps how many unique users you can message with business-initiated conversations in a rolling 24-hour window. New senders start at a low tier (typically 250 unique recipients per day) and move up automatically — to 1,000, 10,000, 100,000 and effectively unlimited — as Meta observes sustained volume alongside a healthy quality rating. A tier increase is never manual; it is Meta's own algorithm reacting to your sending pattern, so the only lever you actually control is quality.
Sender and template limits
Each WABA can register a limited number of phone number senders, and each sender can hold a limited number of approved templates, both capped by Meta rather than by Infobip. In practice these caps are generous for typical single-brand use and only become relevant for large multi-brand or multi-market deployments, where you may need to register additional WABAs to get more headroom.
Quality rating and why it drives everything
Meta assigns each WhatsApp sender a quality rating — green, yellow or red — based on user blocks, reports and negative feedback relative to volume sent. A dropping rating reduces or freezes your messaging tier and can pause specific template categories (marketing templates are usually the first affected) until the rating recovers. Because the rating is driven entirely by recipient behaviour, the effective fix is upstream: clean opt-in records, relevant targeting and sensible send frequency protect throughput far more reliably than any technical adjustment on the Infobip side.
Requesting a limit increase before a large send
Raise the request with Infobip against your own account at least three business days ahead of a large campaign, giving your expected volume and send window. If you hold the $50/month Arino Core connection, tell Arino support at the same time — Arino can help you size the request and configure the instance for the campaign, though the increase itself is granted by Infobip on your account. If you run unconnected, the request is entirely between you and Infobip.
Frequently asked
Who actually owns the Infobip account my messages send through?
You do, always. Every Arino One client owns their own Infobip account and API keys — on the Remix route you create the account during onboarding, and on the BYO route you connect the one you already have. Arino connects to it but never owns it.
What is a WhatsApp messaging tier?
It's a cap on how many unique users you can message with business-initiated conversations in a rolling 24-hour period, assigned per WhatsApp Business Account. It starts low for new senders and rises automatically as quality and volume are sustained.
What happens if I go over the rate limit?
Infobip queues and retries excess sends rather than dropping them, so a large campaign completes later rather than failing outright. Sustained overage is the signal to ask Infobip for a throughput increase.
Does a low quality rating stop me sending?
It can. A red or degraded rating typically freezes or reduces your tier and may pause specific template categories until the rating recovers, so it is worth treating as an early warning rather than a technical fault.
Can I request a higher limit before a big campaign?
Yes. Because the Infobip account is yours, the request goes to Infobip directly. If you hold the $50/month Arino Core connection, Arino support can help you prepare and raise it against your account.
Do sender and template limits differ by channel?
Yes — WhatsApp senders are capped per WABA and templates are capped per sender, while SMS and RCS have their own throughput ceilings set by carrier and Infobip account tier rather than by Meta.
Apply this to your own deployment
This guide describes decisions we make on live instances. Tell us your channels, systems and region and we will map it to an architecture outline, a provisioning plan and an indicative commercial model — usually within one business day.