WhatsApp Messaging Limits
Understanding WhatsApp Messaging Limits
WhatsApp messaging limits determine the maximum number of unique user phone numbers your business can message outside of customer service windows within any rolling 24-hour period. These limits apply to business-initiated conversations sent using marketing, utility, or authentication message templates.
Limits are set at the business portfolio level, not per individual phone number. All phone numbers within a portfolio share the same limit pool, meaning one number's high usage can affect the capacity available to others in the same portfolio.
Initial Messaging Limits
New business portfolios start with a default messaging limit of 250 unique recipients per 24-hour period. This limit can be increased through various methods as your business grows and demonstrates quality messaging practices.
Increasing Your Messaging Limit
Scaling Paths
To become eligible for an increase to 2,000 messages, complete one of the following:
- Verify your business through Meta's business verification process
- Have your solution provider verify your business on your behalf (if onboarded through a partner)
- Send 2,000 delivered messages to unique users outside customer service windows within a 30-day period using high-quality rated templates
Approvals
If approved, your limit will immediately increase to 2,000, and you'll receive notification via email and developer alert. A webhook will trigger with the new limit value.
Denials
If denied, your limit remains unchanged. You'll receive notification indicating which alternative path to take, typically involving sending more high-quality messages or providing additional verification information.
Automatic Scaling
Once at 2,000, your limit can automatically increase further if you meet these criteria:
- Send high-quality messages across all phone numbers and templates
- Utilize at least half of your current limit in the last 7 days
Automatic scaling progresses through tiers: 2,000 → 10,000 → 100,000 → Unlimited, with each increase happening within 6 hours of meeting requirements.
Best Practices
- Opt-In Consent: Always ensure customers explicitly consent to receive messages
- Timely Responses: Respond promptly to customer inquiries
- Personalization: Tailor messages to individual customers when possible
- Value-Added Content: Provide useful information like product updates or exclusive offers
- Clear Communication: Keep messages concise, relevant, and avoid spammy content
- Security Measures: Protect customer data and maintain conversation confidentiality