Summary
Starting October 7, 2025, messaging limits will no longer be tied to individual phone numbers. Instead, they will be managed at the business portfolio level and shared across all phone numbers in the same portfolio. This change makes it easier for businesses to scale, access higher limits faster, and reduce administrative overhead.
Instructions
Messaging limits determine how many messages your business can send in a given period. Currently, each phone number has its own limit. From October 7, 2025, messaging limits will apply to the entire portfolio, giving every phone number in the portfolio access to the same shared limit.
How portfolio-based messaging limits work
Shared across phone numbers: All phone numbers within a portfolio will draw from the same limit.
Set at the highest current limit: When this change takes effect, each portfolio will inherit the highest limit among its phone numbers.
Example: If one number has a 100K limit and others have lower limits, the portfolio’s limit will be set at 100K.
If a new business is already verified and has an approved display name, its initial messaging limit will start at 2,000 instead of 1,000.
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.
Benefits of this change
Faster access to higher limits
Upgrades will happen within 6 hours instead of 24 hours. New phone numbers added to the portfolio will immediately benefit from the shared limit.
Greater flexibility
You can add as many phone numbers as needed without affecting your ability to access higher limits, since the limit applies to the portfolio as a whole.
Lower administrative effort and cost
No need to maintain unnecessary phone numbers just to qualify for higher limits. This reduces operational complexity and expenses.
Changes at a glance
Change area | Before Oct 7, 2025 | Starting Oct 7, 2025 |
Where are limits set? | On individual business phone numbers.Example: Phone number A could have a 10K limit, phone number B could have a 100K limit. | On business portfolios. Example: A portfolio with 2 phone numbers could have a 100K limit shared by both numbers. |
Starting limit for newly created business portfolios | Not applicable | 250 |
Starting limit for a newly registered number | 250 | Shares the messaging limit set on the business portfolio |
Limit upon becoming eligible for automatic scaling | 1,000 | 2,000 |
Time to increase limit via automatic scaling | 24 hours after meeting criteria | 6 hours after meeting criteria |
Phone number quality states | Flagged quality state possible.If a number stays Flagged for 7 days, its limit is downgraded one level immediately. | Flagged state no longer exists.If quality drops, the messaging limit is not downgraded. |
Automatic scaling criteria | - Phone number is connected- Phone number quality rating is Medium or High- In the last 7 days, at least half of the limit is used | - Business is sending high-quality messages across all phone numbers and templates- In the last 7 days, at least half of the limit is used |
How to increase your messaging limits
You can continue to grow your messaging limits much like you do today. The system automatically scales your limit when you meet certain criteria.
Steps to increase your limit
Engage enough unique contacts
Send messages to at least 1,000 unique contacts within a rolling 30-day period.
To move from very high tiers (e.g., 100K → Unlimited), you’ll need to consistently send between 50K–100K messages per day to unique contacts over a 7-day period.
Maintain high quality
Keep your messages relevant and valuable so your quality rating stays High.
High-quality ensures smoother upgrades without the risk of slowdowns.
When both conditions are met, your messaging limit will automatically increase.
Tip: Use CTWA ads to boost outreach
If you want to speed up your growth, Click-to-WhatsApp (CTWA) ads are a great option. Messages initiated from CTWA ads come with an extra 72 hours of free messaging once responded to, giving you more opportunities to engage new contacts and meet the thresholds for scaling.
Frequently Asked Questions (FAQs)
General questions
1. What is changing about messaging limits starting October 7, 2025?
Messaging limits will no longer be tied to individual phone numbers. Instead, limits will be managed at the business portfolio level and shared across all phone numbers in the portfolio.
2. Why is Meta switching to portfolio-based messaging limits?
This change makes it easier for businesses to scale, access higher limits faster, and reduce administrative effort and costs.
3. How are messaging limits determined in a portfolio?
When the change takes effect, each portfolio inherits the highest limit among its phone numbers. All phone numbers in the portfolio share the same limit.
Benefits of portfolio-based limits
4. What are the advantages of shared limits across phone numbers?
Benefits include:
Faster access to higher limits: Upgrades happen within 6 hours instead of 24, and new numbers immediately benefit from the shared limit.
Greater flexibility: Add multiple phone numbers without affecting your access to higher limits.
Lower administrative effort and cost: No need to maintain extra numbers just to qualify for higher limits.
5. What is the starting limit for new business portfolios and phone numbers?
Starting October 7, 2025:
Newly created business portfolios: 250 messages
Newly registered numbers: 250 messages, which will share the portfolio limit
Automatic scaling of messaging limits
6. How does automatic scaling work under the new system?
Limits automatically increase when certain criteria are met:
Your business sends high-quality messages across all phone numbers and templates.
In the last 7 days, at least half of your current limit has been used.
7. How fast will limits increase via automatic scaling?
The portfolio’s messaging limit will increase within 6 hours after meeting the criteria, instead of 24 hours as before.
8. What do I need to do to increase my messaging limits?
To grow your limits:
Engage enough unique contacts: Send messages to at least 1,000 unique contacts within a rolling 30-day period.
For very high tiers (e.g., 100K → Unlimited), consistently send 50K–100K messages per day to unique contacts over a 7-day period.
Maintain high quality: Keep messages relevant and valuable to ensure your quality rating stays High.
9. Can I use CTWA ads to boost my messaging limit growth?
Yes. Messages initiated via Click-to-WhatsApp (CTWA) ads come with an extra 72 hours of free messaging once responded to, which helps you engage new contacts and meet the thresholds for scaling.
Quality and compliance
10. Do flagged quality states affect messaging limits under the new system?
No. The flagged state no longer exists. If quality drops, your messaging limit is not downgraded.
11. What happens if I don’t meet scaling criteria?
If either the usage threshold or quality requirement is not met, your messaging limit will not automatically increase until the criteria are satisfied.