Messaging limits define the maximum number of business-initiated conversations your business phone number can start within a 24-hour period. These conversations are initiated by sending a marketing, utility, or authentication template to a WhatsApp user. When you first start, business phone numbers are limited to 250 business-initiated conversations per 24 hours. However, this limit can increase in stages:
1.000 business-initiated conversations
10.000 business-initiated conversations
100.000 business-initiated conversations
An unlimited number of business-initiated conversations
Once you've completed the verification steps, your messaging limit will increase to 1,000 business-initiated conversations per 24 hours. After Meta approves this increase, you can unlock the next tier by continuing to initiate business conversations. To qualify for an increase, the following conditions must be met:
Your business phone number is connected.
Your business phone number’s quality rating is Medium or High - refer to this article for more information about quality ratings.
In the last 7 days, your business phone number has opened X or more business-initiated conversations, where X is half of your current messaging limit - like this:
Increase from 1.000 to 10.000: 500 messages
Increase from 10.000 to 100.000: 5.000 messages
Increase from 100.000 to unlimited: 50.000 messages
Meta will review the increase after you've met the conditions and you will be informed via email about approval or denial. You can also check the status of your rate limit via WhatsApp Manager > Account Tools > Phone Number.
What Happens When I Reach The Limit?
When you reach your messaging limit, Meta typically stops your campaign, and any remaining messages won’t be sent. However, with Innercrowd’s throttling system, you won’t lose any messages. Our system checks if you’ve reached your limit before sending messages to Meta. If the limit is reached, the system pauses your campaign, waits 24 hours until messages can be sent again, and then resumes your campaign to ensure everyone will receive their message.