WhatsApp messaging limits determine how many business-initiated conversations your business can start with customers. Meta has updated how messaging limits work, including changes to portfolio-level limits and requirements for Authentication templates.

This article explains the latest messaging limit updates, your starting limits, and the available ways to increase your business-initiated messaging capacity on Wati.

Effective October 7, 2025, messaging limits are applied at the Meta Business Portfolio level instead of the individual phone number level.

This means all WhatsApp Business phone numbers within the same Business Portfolio share a single messaging limit.

For existing Business Portfolios, Meta automatically assigns the highest messaging limit already available among the phone numbers in that portfolio.

Example:

If your Business Portfolio contains:

The entire Business Portfolio will receive a 100,000 messaging limit.

Businesses that meet both of the following requirements now start with a higher messaging limit:

Eligible businesses start with a 2,000 business-initiated conversation limit instead of 1,000.

Meta now requires businesses to complete one of the approved scaling paths before they can use Authentication templates:

In addition, your business must have a minimum daily messaging limit of 2,000 business-initiated conversations.

If you cannot submit Authentication templates for approval, check that:

When you first sign up for the WhatsApp Business Platform through Wati, you can:

There are no limits on replies sent within customer-initiated conversations.

Completing your Meta Business Verification is a great way to increase your messaging limit however, effective November 1, 2023 - Meta Business Verification is no longer the only way to increase your messaging limit.

You can increase your limit using either of the following methods.

Meta Business Verification confirms your business identity and can help increase your messaging limit.

Follow the business verification process and submit the required business information and supporting documents to Meta for review.

You can increase your messaging limit without Meta Business Verification if you:

Once these requirements are met, your business may qualify for higher messaging limits without completing Meta Business Verification.

To improve your chances of receiving higher messaging limits:

Meeting Meta's quality and engagement requirements helps your business scale messaging capacity more effectively.

WhatsApp messaging limits determine how many business-initiated conversations a business can start with customers.

Effective October 7, 2025, messaging limits are applied at the Meta Business Portfolio level instead of the individual phone number level. All WhatsApp Business phone numbers within the same Business Portfolio share a single messaging limit.

For existing Business Portfolios, Meta automatically assigns the highest messaging limit available among all phone numbers in that Business Portfolio.

Businesses that have completed Meta Business Verification and have an approved display name start with a limit of 2,000 business-initiated conversations instead of 1,000.

When you first sign up for the WhatsApp Business Platform through Wati, you can:

To use Authentication templates, a business must complete one of the approved scaling paths: Meta Business Verification, Partner-Led Business Verification (PLBV), or Quality Messaging. The business must also have a minimum daily messaging limit of 2,000 business-initiated conversations.

Authentication templates cannot be submitted for approval if the business has not completed an approved scaling path or if the daily messaging limit is below 2,000 business-initiated conversations.

No. Effective November 1, 2023, Meta Business Verification is no longer the only way to increase messaging limits. Businesses can also qualify for higher messaging limits by sending messages to 2,000 unique contacts within a rolling 30-day period and maintaining a high-quality messaging rating.

A business may qualify for higher messaging limits without Meta Business Verification by sending messages to 2,000 unique contacts within a rolling 30-day period and maintaining a high-quality messaging rating.

Businesses can improve their chances of receiving higher messaging limits by sending relevant and expected messages, maintaining a high-quality messaging rating, avoiding spam-like content, monitoring customer engagement and feedback, and following WhatsApp's messaging policies and best practices.