Message throughput
What is Message throughput?
Message throughput is the maximum rate — typically expressed in messages per second (MPS) — at which a carrier or messaging platform will accept traffic from a given sender before it queues, throttles, or rejects overflow. Throughput limits are set per number, per campaign, or per account depending on the channel and registration tier, so higher trust — a verified 10DLC campaign, a higher WhatsApp quality rating — generally unlocks a higher allowed sending rate.
More detail
A2P 10DLC throughput is assigned per campaign based on the registered use case and brand trust score, ranging from a few messages per second up to much higher tiers for well-vetted brands.
Sending faster than the assigned throughput doesn't fail outright on most platforms — messages queue and drain at the allowed rate, which is why a burst campaign can appear delayed rather than dropped.
Frequently asked
- What happens if I send faster than my allowed throughput?
- Most platforms queue the excess and deliver it at the allowed rate rather than dropping it outright, so a large burst campaign is more likely to arrive delayed than to fail — though sustained overages can still trigger carrier filtering.
- How do I get a higher throughput limit?
- Throughput is typically tied to registration and trust — a well-vetted A2P 10DLC campaign or a higher WhatsApp quality rating unlocks a higher allowed sending rate, so improving registration completeness and sender reputation is the usual path.
See also
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