Summary
Sending messages to your customers is an essential part of building trust and staying connected with them, but it's crucial to manage these interactions effectively. This guide will help you get a better understanding of the Campaign Message limits.
Note: Broadcasts are now Campaigns – same powerful features, updated name!
Messaging Limit Updates
Effective October 7, 2025: Messaging limits are now applied at the Business. Portfolio level. This means all phone numbers within the same portfolio will share the same messaging limit.
For existing Business Portfolios, the messaging limit will be set to the highest limit among the phone numbers in that portfolio.
Example: If a portfolio includes one phone number with a 100K limit and others with lower limits, the entire portfolio will have a 100K messaging limit.
New businesses that are already verified and have an approved display name will start with a 2K messaging limit instead of 1K.
Authentication Template Updates
Following recent updates from Meta, businesses are now required to complete one of the approved scaling paths - Meta Business Verification, Partner-led Business Verification, or Quality Messaging and ensure they have a minimum daily messaging limit of 2,000 business-initiated conversations to access Authentication template messages.
If you’re having trouble submitting Authentication Templates for approval, ensure that your daily messaging limit is 2,000 or higher.
Instructions
What is the messaging limit for Campaign?
Messaging limits determine how many unique users your business can send messages daily. This includes new conversations as well as existing conversations with users. The messaging limit does NOT limit the number of messages your business can send, just the number of users you are trying to message. It also does NOT apply to messages sent in response to a user-initiated message within 24 hours.
To upgrade the Tier, you need to send messages to 2,000+ unique contacts within a rolling 30-day period. Meta Business Verification is not required to upgrade your messaging limit.
Messaging Limits Tiers
Sandbox Tier allows sending templates to up to 250 unique customers in 24 hours without completing Business Verification.
Tier 1: Allows 2K business-initiated conversations (2K unique customers) in a rolling 24-hour period.
Tier 2: Allows 10K business-initiated conversations (10K unique customers) in a rolling 24-hour period.
Tier 3: Allows 100K business-initiated conversations (100K unique customers) in a rolling 24-hour period.
Tier 4: Allows unlimited business-initiated conversations.
In any of the above tiers, businesses can reply to unlimited user-initiated conversations.
How to increase the messaging limit?
Business Tier Upgrade
A business starts in Tier 1 when it registers its phone number. A business's phone number will be upgraded to the next tier if:
your phone number status is Connected
your phone number quality rating is Medium or High
in the last 7 days, you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2
Example Tiers Upgrade Scenarios
Example 1: A business is upgraded from Tier 1 (2K) to Tier 2 (10K) when it sent 1000 messages on Day 1.
Example 2: A business is upgraded from Tier 1 (2K) to Tier 2 (10K) when it sent a cumulative of 1000 messages on Day 1, Day 2 & Day 3.
If the 1000th conversation is initiated at 7 pm (for example), the messaging limit is increased at 7 pm the following day (i.e. 24 hours later).
Best Practices for Sending Messages
Make sure messages follow the WhatsApp Business Policy.
Only send messages to users who have opted to receive messages from your business.
Remember to allow users to opt-out of messages.
Make the messages highly personalised and useful to users. Avoid sending open-ended welcome or introductory messages.
Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimising for content and length.
Frequently Asked Questions (FAQs)
General questions
1. What are Campaign Message limits?
Campaign Message limits define how many unique users your business can message in a day. This includes both new and existing conversations, but it does not limit the total number of messages sent.
2. Do Campaign Message limits apply to replies within the 24-hour window?
No. Messages sent in response to a user-initiated message within the 24-hour window are not counted toward the messaging limit.
3. Are Broadcasts and Campaigns different?
No. Broadcasts have been renamed to Campaigns, with no change to features or functionality.
Messaging limit updates and tiers
4. How are messaging limits applied after the October 7, 2025 update?
Messaging limits are applied at the Business Portfolio level, meaning all phone numbers within the same portfolio share one combined messaging limit.
5. How is the messaging limit set for existing Business Portfolios?
For existing portfolios, the highest messaging limit among all phone numbers in the portfolio becomes the limit for the entire portfolio.
6. What messaging limit do new verified businesses start with?
New businesses that are verified and have an approved display name start with a 2,000 messaging limit instead of 1,000.
7. What are the different messaging limit tiers?
The tiers range from Sandbox (250 users) to Tier 4 (unlimited), with Tier 1 allowing 2K, Tier 2 allowing 10K, and Tier 3 allowing 100K unique users in a rolling 24-hour period.
Authentication templates and retargeting requirements
8. What is required to use Authentication template messages?
Businesses must complete an approved scaling path and have a minimum daily messaging limit of 2,000 business-initiated conversations.
9. Why can’t I submit Authentication Templates for approval?
If your daily messaging limit is below 2,000, Authentication Templates cannot be submitted for approval.
Increasing your messaging limit
10. How can a business increase its messaging limit tier?
A business can upgrade its tier by meeting usage thresholds, maintaining a connected phone number, and keeping a Medium or High quality rating.
11. Is Meta Business Verification required to upgrade messaging limits?
No. Meta Business Verification is not required to upgrade your messaging limit.
Best practices
12. What are the recommended best practices for sending Campaign messages?
Follow WhatsApp Business policies, message only opted-in users, allow opt-outs, personalize content, and avoid sending too many messages in a short time.