If you’re using a new WhatsApp sender profile, Meta limits how many unique users you can message within a 24-hour period. These limits automatically increase over time as you continue to send high-quality messages.
Message quality is determined by user feedback signals (blocks, reports, and mutes) as well as any compliance issues within your message content.
Once Meta verifies your business, you can message up to 2,000 unique users in a 24-hour window. After you successfully message 2,000 unique users within a 7-day period, Meta will automatically upgrade your account to the next messaging tier.
This new limit may take effect immediately, but please note Meta guidance is up to 6 hours for the next tier.
Because Meta counts unique users rather than total messages, sending multiple follow-ups to the same users will not help you reach the next tier faster.
Automatic Scaling Tiers for Verified Accounts
Tier 1: ~2,000 unique users / 24 hours
Tier 2: ~10,000 unique users / 24 hours
Tier 3: ~100,000 unique users / 24 hours
Tier 4 (“Unlimited”): Reserved for very large, highly trusted businesses
You can find your current 24-hour limit directly in Meta under Messaging Limits:
What Is the Best Way to Approach the Warm-Up Period?
You can safely launch WhatsApp using a general sign-up page or pre-save flow, since message volume is typically spread out and allows your sending limit to increase naturally.
Recommended Approach for Pre-Sales
If you expect fewer than 10,000 sign-ups in the first 1 hour:
You can run WhatsApp from the start. Meta’s automatic scaling will accommodate the initial volume and continue increasing your limit as you send messages successfully.
If you expect more than 10,000 sign-ups in the first 1 hour:
Use SMS instead. Run a pre-save, sign-up flow, competition, or similar mechanism to gradually warm up your WhatsApp sender profile. Once you reach a higher messaging tier, you can switch to WhatsApp exclusively, without the risk of delivery interruptions.
We always recommend using email as a backup channel.