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 Broadcast Message limits.

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 Broadcast?

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 1,000+ 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 1k business-initiated conversations (1k 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 (1k) to Tier 2 (10k) when it sent 500 messages on Day 1

Example 2: A business is upgraded from Tier 1 (1k) to Tier 2 (10k) when it sent a cumulative of 500 messages on Day 1, Day 2 & Day 3

If the 500th 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)

Understanding messaging limits

1. What is the messaging limit for broadcasts?

The messaging limit determines how many unique users your business can send messages to daily. This includes both new and existing conversations. The limit applies to unique users, not the total number of messages sent. However, it does not apply to user-initiated conversations within a 24-hour window.

2. What are the different messaging limit tiers?

Messaging limits are categorized into tiers:

Sandbox Tier: Send templates to up to 250 unique customers in 24 hours (without Business Verification).
Tier 1: Allows 1,000 business-initiated conversations in a rolling 24-hour period.
Tier 2: Allows 10,000 business-initiated conversations in a rolling 24-hour period.
Tier 3: Allows 100,000 business-initiated conversations in a rolling 24-hour period.
Tier 4: Allows unlimited business-initiated conversations.

3. Does the messaging limit apply to user-initiated conversations?

No, messaging limits only apply to business-initiated conversations. Businesses can reply to an unlimited number of user-initiated conversations within 24 hours.

Tier upgrades

4. How can I upgrade my messaging limit tier?

To upgrade your messaging limit, your business must meet the following conditions:

Your phone number must be Connected.
Your phone number quality rating must be Medium or High.
In the last 7 days, you must have initiated conversations with at least half of your current messaging limit.

5. What is an example of a tier upgrade scenario?

Example 1:
A business in Tier 1 (1,000 limit) gets upgraded to Tier 2 (10,000 limit) after sending 500 messages on Day 1.

Example 2:
A business in Tier 1 (1,000 limit) gets upgraded to Tier 2 (10,000 limit) after sending a cumulative total of 500 messages over three days (Day 1, Day 2, and Day 3).

6. When does the messaging limit increase after reaching the required number of conversations?

If you reach the required conversation count (e.g., 500 conversations for a Tier 2 upgrade), your messaging limit will increase 24 hours after the qualifying conversation is initiated.

Best practices & compliance

7. What are the best practices for sending messages to customers?

Ensure messages comply with the WhatsApp Business Policy.
Only send messages to users who have opted in to receive them.
Provide a clear opt-out option for users who wish to unsubscribe.
Personalize messages and ensure they provide value.
Avoid sending generic welcome messages or open-ended messages.
Be mindful of message frequency to prevent overwhelming customers.

8. How can I allow users to opt out of messages?

Users should be provided with an easy way to unsubscribe from messages. Follow the Opt-Out Guide to implement an opt-out option, such as responding with a keyword like “STOP.”

9. Is Meta Business Verification required to upgrade messaging limits?

No, Meta Business Verification is not required for messaging limit upgrades. However, your business must still meet the other upgrade criteria mentioned above.