WhatsApp and artificial intelligence
Messaging limit
The messaging limit is the maximum number of different people a business can write to through the WhatsApp Business Platform while the 24-hour window is closed, within a moving 24-hour period. Meta sets it for the whole business portfolio: it starts at 250 and rises in steps.
Also known asmessaging limit tier · sending limit · WhatsApp tier · messaging tier
How it is counted and how it rises
It counts people, not messages: three notices to the same resident in one day use up one. It only counts what is delivered outside the 24-hour window, that is, templates sent to people who have not written in; replying to someone who has just written does not count. And it belongs to the business portfolio, not to each number: if a portfolio has several numbers, a single one can use up the limit for all of them.
| Limit | How it is reached |
|---|---|
| 250 | The limit of every new business portfolio. |
| 2,000 | Through one of three routes: verifying the business, having the partner that onboarded it verify it, or delivering 2,000 messages outside the window to different numbers within 30 days using high-quality templates. Meta then reviews quality and approves or denies the increase. |
| 10,000, 100,000 and unlimited | Automatic, one step at a time, if messages are of high quality and at least half the limit has been used in the last 7 days. Meta raises it within 6 hours. |
Worth knowing
What people take for granted: that the limit belongs to each residence. It belongs to the business portfolio, and if several houses share one, they share the limit. In a residence with more than 250 places, an announcement to everyone while the window is closed depends on having moved past that first step, for example with a verified business account. More context in WhatsApp Business or the API.
Sources
Related terms
- Verified business accountA verified business account, at Meta, is a business portfolio that has passed business verification: Meta has checked the business's name, address and contact details. On WhatsApp it lets the business write to more people while the window is closed, and it is required to apply for the blue tick.
- Phone number quality ratingThe quality rating is the score Meta gives each WhatsApp Business Platform phone number, and each template, based on how people receive its messages: blocks, reports, and chats muted or archived over the last seven days. It affects the messaging limit and whether a template stays active.