API misuse
Meta monitors how Direct Send messages are categorized. If Meta detects marketing content sent through Direct Send, it will notify you. Persistent misuse results in increasingly severe restrictions on Direct Send access.
These notifications are received through webhook and can be the following:
| Level | What happens | Notification code | Duration |
|---|---|---|---|
| Warning | Meta notifies about the misuse. | - | Ongoing |
| Rate limiting | Meta applies a temporary rate limit to the WABA. You can keep sending utility messages until you reach the limit volume. | DIRECT_SEND_UTILITY_CATEGORY_ABUSE_RATE_LIMIT | The limit is lifted automatically. |
| Message restriction | The messaging account cannot use Direct Send. | DIRECT_SEND_UTILITY_CATEGORY_ABUSE_STRIKE_1 | 7 days |
| Extended restriction | Continued misuse extends the restriction. This is the last warning before permanent revocation. | DIRECT_SEND_UTILITY_CATEGORY_ABUSE_STRIKE_2 | 30 days |
| Permanent revocation | Direct Send access is permanently revoked. | DIRECT_SEND_UTILITY_CATEGORY_ABUSE_OFFBOARD | Permanent |