Promotional RCS for Business agents that operate in India must meet compliance requirements set by Google and local regulations. These requirements cover traffic limits, communication hours, and cross-agent promotional caps. They reduce end-user inbox fatigue and help maintain a sustainable, high-quality ecosystem for RCS for Business.

IMPORTANT
- **Cross-agent promotional traffic limits**: Google enforces cross-agent promotional traffic caps in India. These caps restrict the total number of promotional messages that a single user can receive per day from all low reputation agents combined. - **Communication hours**: Businesses can initiate conversations with end users in India between 7:00 AM and 10:00 PM local time, 7 days a week.

## Traffic limits for promotional agents

Promotional RCS for Business agents that operate in India are subject to traffic limits based on agent reputation over a rolling 28-day period. All agents that have been created start with a **low** reputation by default.

These traffic limits apply to:

- Total number of initial messages sent to a specific user within a rolling 28-day period.
- Total number of unique users an agent can reach within the same 28-day period.
- Total daily number of promotional messages sent to a specific user from the combined pool of low reputation agents.

### Limits on initial messages for each user

The following table shows the maximum number of initial messages a single agent can send to a specific user. The limit depends on the agent reputation tier and applies within a rolling 28-day period.

| Agent reputation | Total initial messages an agent can send within a rolling 28-day period |
| --- | --- |
| High | 8 |
| Medium | 4 |
| Low | 2 |

### Limits on total unique users

The following table shows the maximum number of unique users an agent can reach within a rolling 28-day period. The limit depends on the agent reputation tier.

| Agent reputation | Total unique users an agent can reach within a rolling 28-day period |
| --- | --- |
| High | 300 million |
| Medium | 25 million |
| Low | 1 million |

## Cross-agent promotional traffic limits

Cross-agent promotional traffic limits enforce a shared daily message cap per user across all low reputation agents. This prevents message overload when multiple low reputation agents contact the same user on the same day.

### How cross-agent limits work

The cross-agent limit sets a daily ceiling on promotional messages for a single user. The ceiling accounts for the combined volume from all low reputation agents.

### Applicability

- **Low reputation agents**: The cross-agent limit applies only to promotional messages from agents in the low reputation tier.
- **High and medium reputation exemptions**: Promotional messages from high or medium reputation agents are exempt from this restriction. These messages do not count toward the daily cross-agent cap for a user.
- **Dynamic throttling**: Google calibrates the message cap and the 24-hour rolling window individually for each user to balance delivery and performance.

### Operational details

- **Conversation continuity exception**: A low reputation agent can exceed the daily cap for a single reply. This applies when the end user has messaged that agent within the previous 24 hours. This exception preserves customer support flows and two-way interactions.
- **Error handling**: If the cross-agent limit blocks a message, the platform returns an HTTP 429 (`RESOURCE_EXHAUSTED`) error. The error message is: `The recipient's aggregate daily promotional message quota has been exceeded.`

## User consent confirmation for low reputation agents

For agents in the low reputation tier, Google Messages can prompt users in India to confirm consent before displaying message content.

### Consent confirmation flow

When this flow is triggered:

- In both the push notification and the conversation list preview, the message content is replaced by a consent prompt: "Allow messages from this business?"
- The message content remains hidden until the user responds to the prompt.

The flow is triggered when:

- A low reputation promotional agent sends a message to a user without a prior conversation thread.
- The message is promotional in nature.

### Impact on agents

- **Reputation score**: Frequent blocks from the consent prompt lower the reputation score and keep it low.
- **Traffic limits**: A user granting consent does not override the promotional traffic limits. Standard promotional traffic rules continue to apply to low reputation agents.
- **Exemptions**: Agents with a medium or high reputation are not subject to this consent prompt.

### Recommended actions

- **Follow best practices**: To reduce block rates, make sure your agent follows the [best practices for achieving and maintaining a high agent reputation](https://www.infobip.com/docs/rcs/behaviors-and-guidance/best-practices).
- **Monitor performance**: Track delivery metrics and unsubscribe reasons. Use aggregated data on user preferences to adjust acquisition strategies in real time.

NOTE
**Improve agent reputation.** To increase agent reputation and unlock higher traffic volumes, maintain consistent opt-in practices, send relevant content, and monitor end-user feedback. For more information, see [Compliance and guidelines](https://www.infobip.com/docs/rcs/guidelines-and-compliance).