Guard Rails for Adobe Journey Optimizer

[DiegoPa6]

Hi team 

We’re working on mapping the communication throughput per second across all supported native channels and other components for our cliente, to better plan load balancing, warming strategies, and message orchestration across journeys. I’ve compiled a list below based on both official and community sources, but I’d love to validate or complete any of these values with your experience or internal documentation from Adobe.

Email

 ▸ No official per-second limit documented
 ▸ Retries apply (up to 84h retry period)
 ▸ Throughput influenced by domain/IP reputation and error handling
 ▸ Source: Retry rulesPush
 ▸ No explicit TPS cap documented
 ▸ Payload max: 4 KB
 ▸ Throughput relies on push provider (e.g. FCM, APNS)
 ▸ Source: Push config

SMS (Custom Provider)
 ▸ Throughput depends on provider (e.g. Movilgate, Twilio)
 ▸ AJO sends via webhook/custom action in some cases

Custom Actions
 ▸ Up to 300,000 messages per minute (~5,000 per second)
 ▸ Applies per host and per sandbox
 ▸ Throttling configurable (fallback queues up to 6 hours)
 ▸ Source: Custom actions

External Data Sources
 ▸ Hard limit: 15 calls per second per endpoint
 ▸ Use Split + Wait pattern for scaling
 ▸ Source: Data sources

Trigger Events (unitary)
 ▸ Up to 5,000 events per second
 ▸ Applies to rule-based events triggering journeys
 ▸ Source: Guardrails

Read Audience (batch segments)
 ▸ Up to 20,000 profiles per second (shared per sandbox)
 ▸ For batch journeys only
 ▸ Source:  Read Audience

About that information, I have a few questions:

• Do you have access to more exact figures for Email or Push throughput per second?
• According to the documentation, Throttling can only be applied to Custom Actions. However, is it possible to use the Throttling API to limit the number of Marketing and Transactional messages sent through Email, Push, and SMS channels as well?

Thanks for the help!

Regards,

Diego P.

[Mayank_Gandhi · Accepted solution]

@DiegoPa6 you've captured quite correctly. Regarding the follow up:
1.Adobe Journey Optimizer (AJO) is designed with enterprise-grade scalability. The system can reliably handle millions of requests per hour. While we do not publish exact throughput metrics per second, several of our largest global customers successfully use AJO to deliver at very high volumes across multiple channels

2.Currently, the Throttling API applies only to Custom Actions calls. Native Email, Push, and integrated SMS deliveries operate through their own dedicated channels and are not subject to this API. If throttling across native channels is a requirement, we encourage logging a feature request so our product team can evaluate it for future enhancements.

[DiegoPa6]

Thank you Mayank for all the information 

Best Regards,

Diego P.