Facebook Business Manager · Rate Limits

Facebook Business Manager Rate Limits

The Business Manager API surface (Marketing, Pages, Conversions, Catalog, Insights, Messenger, WhatsApp Business) is bound by Meta's Graph API rate-limiting framework. Limits are formula-based (Platform + Business Use Case + Pages/Messenger/Instagram windows) and depend on the app's App Review tier (Development, Standard, Advanced).

Facebook Business Manager Rate Limits is the machine-readable rate-limit profile for Facebook Business Manager on the APIs.io network, conforming to the API Commons Rate Limits specification.

It captures 11 rate-limit definitions, measuring calls_per_hour and calls_per_24h.

The profile also includes 4 backoff/retry policies defined and response codes documented for appLimitReached, userLimitReached, adsApiTokenLimitReached_v33, pagesLimitReached, applicationLimitReached, customRateLimit, anomalousVolume, and throttled.

Tagged areas include Advertising, Analytics, Business Management, Marketing, and Social Media.

11 Limits Throttle: 429
AdvertisingAnalyticsBusiness ManagementMarketingSocial MediaRate Limiting

Limits

App-level (Platform) app
calls_per_hour
Calls within one hour = 200 * Number of Users
Number of Users = unique daily active users for the app.
Ads Management — Standard Access (BUC) business
calls_per_hour
Calls within one hour = 300 + 40 * Number of Active ads
Ads Management — Advanced Access (BUC) business
calls_per_hour
Calls within one hour = 100000 + 40 * Number of Active ads
Ads Insights — Standard Access (BUC) business
calls_per_hour
Calls within one hour = 600 + 400 * Number of Active ads - 0.001 * User Errors
Ads Insights — Advanced Access (BUC) business
calls_per_hour
Calls within one hour = 190000 + 400 * Number of Active ads
Custom Audience — Standard Access (BUC) business
calls_per_hour
Calls within one hour = 5000 + 40 * Number of Active Custom Audiences (capped at 700,000)
Custom Audience — Advanced Access (BUC) business
calls_per_hour
Calls within one hour = 190000 + 40 * Number of Active Custom Audiences
Pages API page
calls_per_24h
Calls within 24 hours = 4800 * Number of Engaged Users
Messenger Platform page
calls_per_24h
Calls within 24 hours = 200 * Number of Engaged Users
Instagram Platform account
calls_per_24h
Calls within 24 hours = 4800 * Number of Impressions
Lead Ads (LeadGen) business
calls_per_24h
Calls within 24 hours = 4800 * Leads Generated

Policies

Tiered access via App Review
New apps default to Development Access. Standard/Advanced ceilings unlock after Business Verification + App Review for the corresponding feature.
Header-based observability
Read X-App-Usage, X-Business-Use-Case-Usage, X-Ad-Account-Usage, X-Page-Usage; throttling kicks in at 100% of call_count, total_cputime, or total_time.
Backoff on throttle
Honor estimated_time_to_regain_access from X-Business-Use-Case-Usage; otherwise exponential backoff with jitter.
Error-code dispatch
Code 4 (app), 17 (user), 32 (page), 613 (custom). BUC-specific: 80001-80014.

Sources

Work with this as data

Every rate limit here is available over the APIs.io API and to AI agents over MCP.

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Tools for rate limits

4 MCP tools reach this
  • find_rate_limitsBrowse and filter every rate limit in the catalog.
  • apis_io_searchSTART HERE — APIs, providers and tags for one query, each with its total.
  • resolveTurn a domain, URL or GitHub org into the provider it belongs to.
  • find_cohortsEvery scored population of providers in the catalog.
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Call it yourself

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This rate limit 
curl "https://apis.io/api/v1/rate-limits/facebook-business-manager-rate-limits"
All rate limits 
curl "https://apis.io/api/v1/rate-limits?limit=25"

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