Instagram error 613: Calls to this API have exceeded the rate limit

Code 613 is the Graph API's "custom rate limit" error - a limit specific to the API you are calling rather than the app-wide or user-wide budgets - and subcode 2534040 is its Instagram messaging incarnation, documented on the Messenger Platform error page with the guidance "Your app has reached the rate limit. Pause API calls and try again later."

The custom limits for Instagram messaging are published per API and per content type: the Send API allows 100 calls per second per Instagram professional account for messages containing text, links, reactions and stickers, but only 10 calls per second for audio or video content; the Conversations API allows 2 calls per second per account; and private replies are capped at 100 per second for live comments and 750 per hour for comments on posts and reels. Hitting any of these produces 613/2534040 even while your app-level budget (code 4 territory) is healthy.

Because the limits are per Instagram professional account, one viral account cannot be fixed by "scaling out" your app - the ceiling moves with the account, not with you.

Encode the documented ceilings as configuration in your sender - text, media, reads, and private replies each with their own token bucket per Instagram account - so bursts queue instead of erroring. Alert on sustained queue depth rather than on the error itself. All of the per-API numbers, with sources, are collected in the Instagram limits reference, and the generic throttling family is described under code 4.