Message Limits

Message limits cap the number of messages you can send within a specified time frame, preventing you from over-messaging your users.

About message limits

You set message limits at the project level, setting the maximum number of messages that can be sent within a number of hours or days. Limits for In-App Automation also have the option of minutes.

When a member of your audience reaches a message limit, Airship suppresses any messages they would otherwise receive for the remainder of the time period.

You can set limits for messages sent using AutomationA set of conditions that your audience must meet before they receive a message. , JourneysA series of messages that is initiated by a single automation trigger. Airship sends messages in the series based on your timing settings, and you can also set conditions that determine the continuation of the series. , and In-App AutomationMessages that are cached on users' devices and displayed when your users meet certain conditions within your app, such as viewing a particular screen or opening the app a certain number of times. . Limits set for automation and journeys apply to all channels and message types.

And you can set message limits for individual channels:

  • App — Limits apply to push notifications only
  • Web
  • SMS
  • Email — Limits apply to Commercial EmailA promotional email sent to an audience of users who have opted to receive promotional marketing messages from you. only

Message Center messages are not limited since they only appear within your app and are less obtrusive than other notification types — the user must actively open the messages in your app to experience them.


Message limits for In-App Automation requires minimum SDKs: iOS 14.2.0, Android 14.1.0.


If you send a push notification with an in-app message using the Airship dashboard and a member of your audience has reached the Mobile App Push Notifications message limit, they will not receive either message.

Journeys and Automation message limits

Message limits for automation and journeys are combined and apply at the Named UserA customer-provided identifier used for mapping multiple devices and channels to a specific individual. level, preventing you from over-messaging users, regardless of channel. If named user is not set, the limits will apply at the channel level.

Each automation and message in a journey counts toward your Journeys and Automation limits. So, with a limit of 2 messages per day, if a user triggers automations for app, SMS, and email messages in the same day, that user would only receive 2 of the 3 automated messages.

Message limits for channels overlap with your Journeys and Automation limits. For example, if you limit Mobile App Push Notification to 1 per day and Journeys and Automation to 2 messages per day, your users are still limited to 1 push notification per day, even in a journey. If you were to set up a journey with 2 push notifications in a day, your audience would not receive the second app message due to your Mobile App Push Notification message limit, and the journey would end prematurely.


If a user reaches the message limit based on messages in a journey, or a channel within the journey, they will not receive the message and will exit the journey.

Journeys and Automation rule limits

In addition to project-level message limits on the total number of journey and automation messages your audience can receive within a time frame, you can also set daily or all-time rule limits for each journey and automation. Rule limits prevent you from over-messaging your audience about a single subject.

  • Automation rule limits cap the number of messages a named user can receive from an automation within a time frame.
  • Journey rule limits cap the number of times a named user can trigger a journey.

You set a rule limit when configuring the trigger for the automation or journey.

Overriding message limits

You can override project-level message limits, ensuring that your audience will receive a message even if they’ve reached the message limit. You may want to override message limits for important messages like breaking news, account alerts, or location proximity-based messages.

  • Message and A/B test composers: In the Delivery step, enable Override Channel Message Limits.
  • In-App Automation composer: In the Settings step, enable Override message limits.

Message limit overrides are not available in the Automation and Journey composers.

Set message limits

  1. Go to Settings » Configuration » Message Limits.
  2. Click Add   for the item you want to limit, and enter the maximum number of messages that can be sent within a number of minutes, hours, or days.
  3. (Optional) Click Add another to set another limit for a different time frame.
  4. Click Add.

Set limits for a category


Adding a category to a message limit will affect only messages this category applies to. Multiple message limits are compared only when applied to the same category.

  1. Go to Settings » Configuration » Message Limits.
  2. Click Add   or Edit   for the item you want to limit.
  3. Click Add Category and select from existing campaign categories or create new ones.

Manage message limits

Go to Settings » Configuration » Message Limits to view your current limits

Edit message limits

  1. Go to Settings » Configuration » Message Limits.
  2. Click Edit   for the limit you want to change.
  3. Edit an existing limit, or click Add another and configure a new limit.
  4. Click Update.

Delete message limits

  1. Go to Settings » Configuration » Message Limits.
  2. Click Edit   for the limit you want to delete
  3. Click   to delete one of multiple limits and click Update, or click Remove all.