Message Throttle and Usage
Manage Your Service Messages
Last update:
Message Throttle helps you control how many service messages you send.
Usage shows how many messages each WhatsApp number sends each month, including service and template messages.
Together, they help you avoid unnecessary messaging costs.
Feature | What it does | Where to find it |
|---|---|---|
Message Throttle | Sets a maximum number of service messages per hour for manual, chatbot and API replies, so a single chat does not use too many messages | Settings → Setting → Message Throttle |
Usage | Shows how many messages each WhatsApp number sent each month, by category | Settings → Channel → Your WhatsApp number's channel details > Usage |
Useful when:
Customers often send unrelated questions and the AI Agents keeps replying
You want to control the number of automated replies outside service hours
You want to track monthly message usage to plan your budget
Service Messages and Meta's Pricing Update
When a customer messages you, a 24-hour customer service window opens. Non-template messages sent within this window are service messages, including manual replies, AI Agents replies and API replies.
From 1 October 2026, Meta charges per message for:
Service messages (First 1,000 free)
Utility template messages sent within the 24-hour customer service window
Note: Message Throttle applies to service messages only. Utility template messages are not counted, but you can check how many were sent in Usage.
Part 1: Set up Message Throttle
How it is calculated
Settings apply to all WhatsApp numbers in your account.
Each chat has its own allowance.
Manual reply, AI Agents reply and API reply each have a separate allowance.
Calculated per hour (the most recent 60 minutes).
If a reply is split into several messages, each message uses one slot.
Service messages sent in WhatsApp groups are also counted.
Template messages are not counted.
Customers can still message you as normal.
Example: AI Agents reply is set to 10. After the AI Agents sends 10 messages to the same chat within 60 minutes, the 11th message is not sent. If Manual reply has no maximum set, staff can still reply as normal.
Step-by-Step Guide
Open Message Throttle
Go to Settings → Setting → Message Throttle.
Choose when it applies
Under Service message throttling, select one option:
Option | When the maximum applies |
|---|---|
Disabled (default) | Never |
Enable anytime | All day |
Enable only in non-service hours | Outside service hours |
If you select Enable only in non-service hours, complete Step 3. Otherwise, go to Step 4.
Set your service hours
These service hours are shared with Reports. Changes here also update Reports.
Select Configure service hour.
Under Regular Service Hour, turn each day on or off.
To add holidays, select + Add under Holiday.
Select Save.
Example:
Set a maximum for each reply type:
Turn on the reply types you want to set a maximum for.
Enter a number in Service messages per hour, per chat.
Reply type | Includes |
|---|---|
Manual reply | Staff replies sent via App or Web |
Chatbot reply | Workflow messages, AI Agents replies and auto replies |
API reply | Replies sent through the public messaging API |
💡Tip: To reduce messages used on unrelated questions, start by setting a maximum for AI Agents reply.
Example:
Save your settings. Select Save in the top-right corner.
When the maximum is reached
The message is not sent, the customer does not receive it, and it is not resent automatically.
A system message appears in the chat (visible to platform only), e.g.,:
Chatbot service message was not sent: this chat's limit of 3 messages per rolling hour has been reached. Earliest retry: 2026-10-01 12:42:58 HKT.
Earliest retry shows the earliest time a message can be sent again.
Allowance becomes available again once earlier messages are more than 60 minutes old.
Part 2: Check Monthly Usage
Usage is counted separately for each WhatsApp number.
Open the channel details for your WhatsApp number.
Select Usage.
Select a month from Month.
The page shows the date range, time zone and number of messages in each category:
Category | Includes |
|---|---|
Service | Non-template messages (manual, AI Agents and API replies) |
Utility | Utility template messages |
Marketing | Marketing template messages |
Group Service | Service messages sent in WhatsApp groups through the iSlash Group API |
Authentication | Authentication template messages |
Total | All categories combined |
💡Tip: If Service is higher than expected, review your Message Throttle settings, especially AI Agents reply.
Insights
Why did a customer not receive a reply?
The chat may have reached its hourly maximum. Check the chat for a "…service message was not sent…" system message. If there is one, send the message again after the Earliest retry time, or increase the maximum and send it straight away.
How can I reply urgently after the maximum is reached?
Go to Settings → Setting → Message Throttle, increase the maximum for that reply type or turn it off, then select Save. The change takes effect immediately, so you can send the message straight away.
Will the customer know the message was not sent?
No. The system message is shown only in the platform chat. The customer does not receive any notification.
Are unsent messages resent automatically?
No. If needed, send the message again after the Earliest retry time.
Are unsent messages charged or counted in Usage?
No. Only successfully delivered messages are charged and counted in Usage.
Can template messages still be sent after the maximum is reached?
Yes. Template messages are not counted by Message Throttle.
Do messages from customers count towards the allowance?
No. Only service messages you send are counted.