What is rate limiting per account or token?

Rate limiting restricts how many messages an account or API token can send within a time period. It's a safety mechanism protecting both the ESP and its customers.

How rate limits work:

Each account has maximum sends per hour/day/month

API tokens may have separate limits from UI-based sending

Exceeding limits triggers rejection, queuing, or account pause

Limits often increase gradually based on account history and behavior

Why rate limits matter:

Abuse containment: If an account is compromised, rate limits cap the damage before detection

Infrastructure protection: No single account can overwhelm shared resources

Reputation protection: Prevents sending spikes that damage IP reputation

Fair resource allocation: Ensures capacity for all customers, not just the loudest ones

Typical limit structures:

New accounts: Low limits (1,000-10,000/day) until trust established

Established accounts: Higher limits based on history

Enterprise accounts: Custom limits per contract

Transactional APIs: Often per-minute or per-second limits for burst control

If you're hitting rate limits legitimately, contact your ESP about limit increases. Provide context about your sending needs and demonstrate good practices. Limits exist to protect everyone; they're negotiable for legitimate high-volume senders.