Set Message Limits

Message Limits cap the number of messages your audience can receive within a time frame, preventing you from over-messaging your users.

On the Settings » Configuration » Message Limits page, you can set project-level limits for messaging channels and automated messages, including journeys, controlling how many messages your audience can receive within a time period.

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

Message Limits for Apps

Message limits for your App channel apply specifically to push notificationsA message that can appear on any screen on a mobile device. Push notifications appear as banners. . Message Center and In-app messages do not count towards your app limit, but can count towards your Automation and Journeys limit.

Message center messages do not count towards your limit because they only appear within your app and are less obtrusive than other notification types — the user has to be in your app to experience them.


If you send a push notification with an In-app message through the Airship Dashboard, and a member of your audience has reached the app channel message limit, they will not receive either message.

Automation and Journey Limits

Automation and Journey limits apply at the Named User level, preventing you from overmessaging users, regardless of channel. Each automation and message in a journey counts toward the Journeys and Automation limit. So, if you set an automation limit of 2 messages per day, and a user triggered automations for app, SMS, and email messages in the same day, that user would only receive 2 of the 3 automated messages.


If a user hits the messaging limit for journeys, or a channel within the journey, they will not receive the message and will exit the journey.

Channel message limits overlap with your automation and journey limits. For example, if you limit app messages to 1 per day and journeys to 2 messages per day, your users are still limited to 1 app message per day, even in a journey. If you were to set up a journey with 2 app messages in a day, your audience would not receive the second app message due to your app channel message limit, and the journey would end prematurely.

Rule Limits for Individual Journeys and Automation Rules

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

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

You can modify rule limits for a journey or automation rule from the header of a message report.


Automation and journey limits apply to messages, not the total number of active journeys and automations your project supports. The total number of active automations you have appear under Messages » Messages Overview » Ongoing.

Set Message Limits

On the Message Limits page, you can set limits on the total number of messages your audience can receive from Automations/Journeys, and on their app, web, SMS, and email channels.

You can set limits for multiple time frames. For example, you might want to limit your audience to 1 message per hour, and 3 messages per day.


Mobile App message limits apply to Push Notifications only. Automation and Journey limits, however, apply to all message types, including Message Center and In-App Messages.

Email message limits only apply to commercial messagesA promotional email sent to an audience of users who have opted to receive promotional marketing messages from you. .

  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 time period of hours or days.

  3. (Optional) Click Add another to set another limit for a different time frame.

  4. Click Add.

Edit Message Limits

  1. Go to Settings » Configuration » Message Limits.

  2. Click Edit   for the limit you want to change.

  3. Make changes to the limits, or click   to delete limits, and click Update.

Override Message Limits

When sending a message, you can override project-level message limits in the Delivery step. Enabling this setting ensures 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.