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 2,000 unique contacts within a rolling 30-day period.
To move from very high tiers e.g 100,000 to unlimited, start high-quality business-initiated conversations with 500,000 unique customers within a rolling 14-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 have a free messaging window of up to 7 days if responded within 24 hours. This gives you more opportunities to engage new contacts and meet the thresholds for scaling.
Frequently Asked Questions (FAQs)
Messaging Limits
1. How are messaging limits applied from October 7, 2025?
From October 7, 2025, messaging limits are managed at the business portfolio level instead of the individual phone number level. All phone numbers within the same portfolio share the same messaging limit.
2. How is the messaging limit determined when portfolio-based limits take effect?
Each business portfolio inherits the highest messaging limit currently available among its phone numbers. For example, if one phone number has a 100K limit and other numbers have lower limits, the portfolio's shared limit is 100K.
3. What is the starting messaging limit for a newly created business portfolio?
A newly created business portfolio starts with a messaging limit of 250.
4. What is the starting messaging limit for a verified new business?
If a new business is already verified and has an approved display name, its initial messaging limit starts at 2,000 instead of 1,000.
Increasing Messaging Limits
5. How can I increase my messaging limit?
Your messaging limit automatically increases when you meet the required scaling criteria:
Send messages to at least 2,000 unique contacts within a rolling 30-day period.
Maintain a High quality rating by sending relevant and valuable messages.
For very high tiers, such as moving from 100,000 to unlimited, you need to start high-quality business-initiated conversations with 500,000 unique customers within a rolling 14-day period.
6. How quickly does the messaging limit increase after meeting the automatic scaling criteria?
Starting October 7, 2025, the messaging limit can increase within 6 hours after the automatic scaling criteria are met. Previously, the increase could take 24 hours.
Authentication Templates
7. What are the requirements for accessing Authentication template messages?
To access Authentication template messages, businesses must complete one of these approved scaling paths:
Meta Business Verification
Partner-led Business Verification
Quality Messaging
The business must also have a minimum daily messaging limit of 2,000 business-initiated conversations.
8. What should I check if I cannot submit an Authentication Template for approval?
Check that your daily messaging limit is 2,000 or higher. You must also complete one of the approved scaling paths: Meta Business Verification, Partner-led Business Verification, or Quality Messaging.