Every business on the WhatsApp Business API has a messaging limit: the number of unique customers it can start conversations with in a rolling 24 hours. It starts small and grows as you send messages people want. Knowing how it works helps you plan campaigns and avoid surprises.
What the messaging limit counts
- It counts unique customers you message first with templates in a rolling 24-hour window.
- Replying to customers who message you first is not limited the same way.
- It is a daily limit on new conversations, not on the total number of messages in each chat.
Limits are now set per business portfolio
Since 7 October 2025, Meta sets messaging limits for the whole business portfolio instead of for each phone number. All numbers in the portfolio share the limit. When the change came in, existing portfolios received the highest limit any of their numbers had. Adding a new number no longer gives you a fresh limit.
The tiers, from 250 to unlimited
| Stage | What it means |
|---|---|
| Starting limit | New business portfolios start at 250 customers in a rolling 24 hours |
| Middle tiers | Limits step up as quality and usage criteria are met |
| 100K | Large-scale sending for established senders |
| Unlimited | No daily cap on new conversations |
Meta has simplified the middle tiers over time, so check the current limit for your portfolio in WhatsApp Manager rather than relying on an old list.
How your limit grows
- Good quality rating. Few blocks and reports from the people you message.
- Real usage. You regularly use a good share of your current limit. Meta checks often and raises limits automatically when criteria are met.
- Business verification. Verified businesses can move to higher limits. See WhatsApp API without business verification.
What brings your quality down
- Messaging people who never opted in.
- Sending the same offer too often.
- Long, vague messages with no clear reason.
- No easy way to opt out, so people block instead.
How to plan campaigns around your limit
- Check your current limit in WhatsApp Manager before a big campaign.
- Send to your most engaged segment first. Their positive response protects quality.
- Split large lists across days if your limit is lower than your list.
- Use click-to-WhatsApp ads to get customers to message you first.
What happens when you hit the limit
Messages to new customers beyond your limit will not go out until the 24-hour window frees up. Conversations already open continue. If your quality drops sharply, Meta can restrict sending, so watch quality after every large send. Our broadcast best practices explain how to keep it healthy.
Messaging limit vs sending speed
Two different limits are often confused. The messaging limit is how many unique customers you can start conversations with in 24 hours. Throughput is how many messages per second your number can send. On the Cloud API, numbers send up to 80 messages per second by default, and eligible high-volume numbers can be upgraded to up to 1,000. Throughput decides how fast a big campaign finishes. The messaging limit decides how many new people it can reach.
Your quality rating, explained
WhatsApp Manager shows a quality rating for each number, based on how people reacted to your messages recently, such as blocks and reports. It is shown as high (green), medium (yellow) or low (red).
| Rating | What it means | What to do |
|---|---|---|
| High (green) | People welcome your messages | Keep your current approach |
| Medium (yellow) | Some negative feedback | Slow down, review targeting and content |
| Low (red) | Many blocks or reports | Pause campaigns, fix opt-in and frequency before sending again |
Templates can be paused too
Meta also watches feedback on each template. A template that gets poor feedback can be paused for a few hours, and if the problem repeats, it can be disabled. A paused template stops a campaign halfway, so test new templates on a small, engaged segment before a large send.
Signs you are ready for a higher limit
- Your quality rating has stayed high for several days.
- You regularly reach a good share of your current limit with campaigns people respond to.
- Your business is verified.
- Your opt-in list is growing from ads, your website and checkout.
Myths about messaging limits
- "More numbers mean more reach." Not any more. All numbers in a portfolio share one limit.
- "A provider can raise my limit." Meta sets limits based on quality, usage and verification. No provider can buy you a higher tier.
- "The limit counts every message." It counts unique customers you start conversations with, not every message in a chat.
Frequently asked questions
What is the WhatsApp API messaging limit?
It is the number of unique customers your business can start conversations with in a rolling 24 hours. New business portfolios start at 250.
Do messaging limits apply per number?
No. Since 7 October 2025, limits are set for the whole business portfolio and shared by all its numbers.
How do I increase my WhatsApp messaging limit?
Keep a good quality rating, regularly use a good share of your current limit and complete business verification. Meta raises limits automatically when criteria are met.
Do replies count towards the limit?
Replies to customers who message you first are not limited in the same way. The limit applies to conversations you start with templates.
What is the difference between messaging limits and throughput?
The messaging limit is how many unique customers you can start conversations with in 24 hours. Throughput is how many messages per second you can send, up to 80 by default on the Cloud API.
Where can I see my quality rating?
In WhatsApp Manager, for each phone number. It shows high, medium or low based on recent feedback from the people you messaged.
Can a provider increase my messaging limit?
No. Meta sets messaging limits based on your quality rating, usage and business verification. No provider can buy you a higher tier.
What happens to messages above my limit?
Messages to new customers beyond your limit do not go out until the rolling 24-hour window frees up. Conversations that are already open continue.