Abstract: Techniques are described for enabling a cloud-based service to provide rate controls for events to be delivered by the service to event targets. An event bus service, for example, broadly enables users to create and configure event buses that receive events from event sources and from which the event bus service filters, transforms, routes, and delivers events to selected event targets according to configurable rules. A new event egress call pattern is provided that estimates a rate of attempted event traffic to event targets and a rate of successfully delivered event traffic (also referred to as a local rate estimation), and that uses the rate estimations to determine when it may be appropriate to throttle event delivery, thereby reducing stress on downstream systems experiencing capacity issues and potentially reducing a number of event delivery retries to be handled by the event bus service.