Guide
WhatsApp Messaging Limits, Explained
A new WhatsApp Business account can message 250 people a day outside the service window. Here is how that limit rises to 2,000 and beyond, and what makes Meta hold it back.
What is a messaging limit?
A messaging limit is the maximum number of unique WhatsApp numbers your business can deliver messages to, outside a customer service window, in a moving 24-hour period. Replies inside the 24-hour window that opens when a customer messages you do not count towards it.
Messaging limits are set at the business portfolio level and are shared by every phone number in that portfolio. If you run several numbers, one busy number can use up the whole portfolio's allowance for the day.
The tiers
| Limit | How you get there |
|---|---|
| 250 | Starting limit for a new business portfolio |
| 2,000 | Complete a scaling path (below) |
| 10,000 | Automatic scaling |
| 100,000 | Automatic scaling |
| Unlimited | Automatic scaling |
How to reach 2,000
Complete any one of these scaling paths:
- Verify your business with Meta.
- Have your partner verify it, if a Tech Provider onboarded you and offers partner-led verification.
- Send 2,000 delivered messages to unique numbers, outside customer service windows, within a 30-day moving period, using templates with a high quality rating.
Meta then reviews your message quality. If approved, your limit goes to 2,000 straight away and you are notified by email. If denied, your limit stays where it is and Meta tells you which route to try next.
How automatic scaling works
Once you are at 2,000, Meta lifts your limit one level at a time when both of these are true:
- Your messages across all numbers and templates are high quality.
- In the last 7 days you used at least half of your current limit.
When both hold, the limit rises by one level within about 6 hours. In practice, send to people who opted in, use relevant templates, and ramp volume steadily rather than in one spike.
How to check your limit
Open WhatsApp Manager and go to Account tools → Messaging limits. Developers can also request the whatsapp_business_manager_messaging_limit field from the phone number API. The older messaging_limit_tier field is deprecated.
Planning broadcasts around your limit
If a campaign has more recipients than your remaining daily allowance, split it across days instead of sending everything at once. Converzo lets you pause, resume and throttle a broadcast, and shows delivery and failure reasons per campaign, so you can see exactly where a send stopped.
Related guides
Questions
Common Questions.
What is the WhatsApp messaging limit for a new account?
A newly created business portfolio starts at 250 unique recipients per moving 24-hour period, outside customer service windows.
How do I increase my WhatsApp messaging limit?
Reach 2,000 by verifying your business, having your partner verify it, or sending 2,000 delivered high-quality template messages to unique numbers in 30 days. After that, Meta raises the limit automatically if your messages are high quality and you used at least half your limit in the last 7 days.
Do replies to customers count towards the limit?
No. The limit applies to messages sent outside a customer service window. Replies inside the 24-hour window opened by a customer's message do not count.
Is the limit per phone number?
No. Meta sets it for the whole business portfolio, and all phone numbers in it share it. One number can use up the portfolio's allowance.
Where can I see my current limit?
In WhatsApp Manager, under Account tools and then Messaging limits, or through the phone number API's whatsapp_business_manager_messaging_limit field.
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