WhatsApp Message limits
What are WhatsApp messaging limits?
WhatsApp messaging limits determine how many unique WhatsApp users your business can reach outside the customer service window in a rolling 24-hour window. Meta uses these limits to help protect message quality.
Keep in mind:
Messaging limits are set at the business portfolio level
All WhatsApp numbers in the same business portfolio share the same limit
How do the limits work?
New business portfolios start with a messaging limit of 250. Meta can increase this limit in steps.
Current levels are:
250
2,000
10,000
100,000
Unlimited
How can the limit increase?
Meta uses a scaling path for the first increase.
Important points:
the first increase is from 250 to 2,000
Meta looks at message delivery to unique WhatsApp users
Meta mentions 2,000 delivered messages in a 30-day moving period as part of this process
Meta does not increase the limit manually on request. The increase depends on how your business portfolio uses WhatsApp over time. In practice, this means Meta looks at whether your business is consistently sending delivered template messages to unique WhatsApp users outside the customer service window. If the required usage level is reached, Meta can increase the limit to the next level automatically.
Can the limit decrease?
In some cases, yes. Meta states that a messaging limit can decrease if the quality rating stays too low for a longer period. In the older model, this happened when the quality rating was Flagged for 7 days, after which the limit could be reduced by one level immediately.
Because Meta has changed parts of the messaging limit model, it is safest to describe this carefully: a lower quality rating can still affect your ability to scale, and in some cases it may affect your current limit.
For more information check the article about WhatsApp Quality Rating.
How do I check my limit?
You can check your current messaging limit in WhatsApp Manager.
Go to:
WhatsApp Manager > Account tools > Phone numbers
There, Meta shows the following for your phone number:
status
quality rating
messaging limit
Because messaging limits are now managed at business portfolio level, this overview helps you monitor the current status of the number you use within that setup.