Business Portfolio Pacing – What It Is and How It Affects Your Messages
Meta has introduced a feature called Business Portfolio Pacing to monitor and control large-scale WhatsApp template message campaigns. This article explains what it means, why it happens, and how it may impact your messaging on DoubleTick.
What Is Business Portfolio Pacing?
Business Portfolio Pacing is a controlled message delivery mechanism used by Meta. Think of Business Portfolio Pacing like a speed breaker added by Meta.
When a business sends a large number of template messages in a short time, Meta may:
Temporarily slow down message delivery
Send messages in smaller batches
Monitor customer feedback before releasing more messages
This helps Meta ensure that WhatsApp users are protected from spam or policy misuse.
How Is Portfolio Pacing Different from Template Pacing?
Template pacing applies only to Marketing and Utility templates
Business portfolio pacing applies to your entire business portfolio, including all phone numbers under it
This means pacing can affect any template type sent from any number in the portfolio.
When Does Business Portfolio Pacing Apply?
Portfolio pacing may be applied if:
1. Low Overall Messaging Volume
Your business portfolio has sent less than 500,000 template messages (combined across all numbers) in the last 365 days.
2. Portfolio Under Monitoring
Meta detects signals such as:
High message blocking
User reports
Potential policy or guideline violations
What Happens When Pacing Is Applied?
If you attempt to send a large campaign while pacing is active:
Step 1: Initial Messages Are Delivered
A small batch of messages is delivered normally.
Step 2: Remaining Messages Are Put on Hold
The rest of the messages are temporarily paused.
In API responses, the message status will show as: held_for_quality_assessment
This does not mean the message has failed.
How Meta Decides What Happens Next
Meta reviews customer feedback such as:
Replies
Blocks
Reports
Based on this feedback:
If Feedback Is Positive
Messages are released gradually in batches
Campaign continues at a controlled pace
If Feedback Is Negative
All remaining held messages are dropped
Messages will fail with error code 132015
Portfolio admins will be notified via:
Meta Business Suite notification
WhatsApp Manager banner
Email
Additional Restrictions During Review
While your portfolio is under pacing review:
You may not be able to send new template messages
You may not be able to create new templates
In serious cases, the entire business portfolio may be disabled
If enforcement action is taken, portfolio admins will have the option to appeal.
What This Means for DoubleTick Customers
Message delays during large campaigns can be expected behavior
Seeing
held_for_quality_assessmentdoes not indicate a DoubleTick issueThis is a Meta-level quality check applied at the portfolio level
Best Practices to Avoid Portfolio Pacing
Start large campaigns gradually instead of sending all messages at once
Ensure templates are clear, relevant, and expected by users
Avoid sending messages to unengaged or outdated contact lists
Monitor block and report rates closely
Important Note on Availability
This feature is being rolled out gradually by Meta, so it may not apply to all businesses immediately.
Some business portfolios may already experience pacing
Others may see it applied over the coming weeks
Even if it does not affect you today, it may apply in the future
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