Messaging Limits

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Check messaging limits in WhatsApp-Senders.

Explanation of Messaging Limits

Messaging limits refers to the maximum number of unique users your business can send business-initiated messages (template messages) to outside the customer service window (when the user has not actively contacted you within 24 hours) within any rolling 24-hour period.

This limit is calculated at the level of the Business Manager (BM), not per individual phone number. This means all business phone numbers under the same BM share a single total limit. If one number consumes a large portion of the limit, the available limit for other numbers in the same manager will be correspondingly reduced.

All newly created BM start with an initial message limit of 250 unique users. You can gradually unlock higher limit tiers by improving account quality and performance:

Limit tiers: 250 → 2,000 → 10,000 → 100,000 → Unlimited

To reach the first upgrade threshold (from 250 to 2,000), you must complete at least one of the following "scaling paths":

• Path One: Completed business verification

• Path Two: Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers within a 30-day moving period, using templates with a high quality rating.

After you complete either of the above expansion paths, Meta will automatically analyze the message quality of your account (including user engagement, feedback, template compliance, etc.).

Based on this analysis, the system will automatically decide whether to approve your account to enter the next limit tier (for example, from 2,000 to 10,000). Further upgrades thereafter (to 100,000 or unlimited) follow the same automatic evaluation and expansion mechanism.