In Salesforce B2C Commerce, to manage the rate of calls made to external services and to prevent exceeding the limit of allowed calls, developers can configure a rate limiter directly in the service profile. This involves setting up specific thresholds that define the number of calls that can be made per second. This setup ensures that the integration adheres to external service limitations or internal performance considerations by controlling the rate at which requests are sent. The configuration of rate limiting is critical in environments where multiple calls are made to external APIs, which might have their own limitations on how often they can be accessed. This practice not only adheres to the best use of external services but also helps in maintaining the stability and performance of the application.