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Rate limit - Instagram Glossary
A rate limit is a cap on how many API requests or messages an app may send in a given period. Meta enforces them per app and per account, and exceeding them results in throttling or temporary blocks rather than a clear error.
For Instagram automation the practical limits are on messaging and publishing. A tool that fires messages as fast as it can will hit the ceiling and start silently failing, which is worse than being slow - conversations appear to be handled and are not.
Well-built tools queue and pace deliberately, spreading sends across the window and backing off when the API signals pressure. If you are evaluating a vendor, asking what happens when a campaign exceeds the rate limit is a fast way to find out how carefully it was built.
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