# 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_assessment` does **not indicate a DoubleTick issue** * This 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 --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://learn.doubletick.io/whatsapp-business-api/business-portfolio-pacing-what-it-is-and-how-it-affects-your-messages.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.