Messaging limits control how many unique customers your business can start conversations with through Campaigns in a rolling 24-hour period. This guide explains how messaging limits work, the different messaging tiers, how limits are increased, and best practices for sending messages.

As of October 7, 2025, messaging limits are applied at the Business Portfolio level. This means all phone numbers within the same Business Portfolio share the same messaging limit.

For existing Business Portfolios, the messaging limit is set to the highest limit among the phone numbers in that portfolio.

For example, if a Business Portfolio has 1 phone number with a 100K limit and other phone numbers with lower limits, the entire portfolio has a 100K messaging limit.

New businesses start with a messaging limit of 250 contacts. Businesses that complete Meta Business Verification and have an approved display name can receive a 2,000 messaging limit instead of 1000.

To use Authentication templates, your business must complete one of Meta's approved scaling paths:

Your business must also have a minimum daily messaging limit of 2,000 business-initiated conversations.

If you're having trouble submitting an Authentication template for approval, make sure your daily messaging limit is at least 2,000.

A messaging limit determines how many unique customers your business can send business-initiated messages to in a rolling 24-hour period.

The limit applies to the number of unique customers, not the total number of messages you send. For example, if your limit is 2,000, you can send messages to up to 2,000 unique customers within the rolling 24-hour period, regardless of how many messages you send to each customer.

The messaging limit does not apply to messages sent in response to a customer-initiated message within the 24-hour customer service window.

To move to a higher messaging tier, you need to initiate conversations with at least 2,000 unique customers within a rolling 30-day period. Meta Business Verification is not required to increase your messaging limit.

Your messaging limit determines how many unique customers you can start business-initiated conversations with in a rolling 24-hour period.

New accounts are allowed to send templates to up to 250 unique customers in 24 hours without completing Business Verification.

The messaging limit only applies to business-initiated conversations.

It does not apply to conversations with customers who have an active 24-hour customer service window. You can continue to reply to these customer-initiated conversations without affecting your messaging limit.

Meta sets your messaging limit, not Wati. You can view your current messaging limit in Wati by going to Settings > Channels > Messaging limit.

Brand-new accounts start with a messaging limit of 250. You can increase your limit by meeting the requirements for the next messaging limit.

You can increase your limit from 250 to 2,000 by completing one of these scaling paths:

To increase your limit from 2,000 to 10,000, start high-quality business-initiated conversations with 1,000 unique customers within a rolling 7-day period.

To increase your limit from 10,000 to 100,000, start high-quality business-initiated conversations with 5,000 unique customers within a rolling 7-day period.

To increase your limit from 100,000 to unlimited, start high-quality business-initiated conversations with 500,000 unique customers within a rolling 14-day period.

Follow these practices to maintain good messaging quality and provide a better customer experience:

The messaging limit determines how many unique customers your business can send business-initiated messages to in a rolling 24-hour period. It applies to the number of unique customers, not the total number of messages you send.

The available messaging limits are 250, 2,000, 10,000, 100,000, and unlimited business-initiated conversations. Brand-new accounts start with a limit of 250.

No. Messaging limits only apply to business-initiated conversations. They do not apply to conversations with customers who have an active 24-hour customer service window.

Yes. All phone numbers within the same Business Portfolio share the same messaging limit. For existing Business Portfolios, the limit is set to the highest limit among the phone numbers in the portfolio.

Your business must complete an approved scaling path, such as Meta Business Verification, Partner-led Business Verification, or Quality Messaging. Your business must also have a minimum daily messaging limit of 2,000 business-initiated conversations.

Meta sets your messaging limit, not Wati. To view your current limit in Wati, go to Settings > Channels > Messaging limit.

Follow the WhatsApp Business Messaging Policy, send messages only to customers who have opted in, provide a clear way to opt out, and keep messages useful, relevant, and personalized. Avoid sending too many messages or open-ended welcome messages, and keep informational messages clear and concise.