Described are methods and apparatuses, including computer program products, for limiting server overload via client control. A first set of a plurality of requests are transmitted to a server at a first transmission rate during a first period of time. The first transmission rate is limited to be less than or equal to a first transmission limit rate. An overload value is determined based on whether at least two or more requests of the first set of requests for service satisfy an overload criterion. A second transmission limit rate is determined based on the overload value and the first transmission limit rate. A second set of a plurality of requests is transmitted to the server at a second transmission rate during a second period of time. The second transmission rate is limited to be less than or equal to the second transmission limit rate.