Messaging limit (tiers)
The messaging limit is how many unique customers a WhatsApp number may start a conversation with in a rolling 24 hours: 250 before Business Verification, then 1,000, 10,000, 100,000 and unlimited as the number sends at volume with a good quality rating. Replies to customers who wrote first never count.
On this page
How a number moves up
Send to at least half of your current limit within seven days while the quality rating stays green, and Meta raises the tier automatically. A drop in quality can lower it.
What counts
Business-initiated conversations only — a template sent to someone outside the 24-hour window. A customer who messages you first opens a conversation that counts against nothing.
What is the WhatsApp messaging limit?
How many unique customers a number may start a conversation with in a rolling 24 hours: 250 before business verification, then 1,000, 10,000, 100,000 and unlimited as the number sends at volume with a healthy quality rating. Replies inside an open window do not count.
How do I increase my WhatsApp messaging limit?
Complete business verification for the first step, then send to about half the current limit within seven days with a green or yellow quality rating; Meta raises the tier automatically. A red rating blocks the rise and can lower the tier.
Does the limit apply to replies?
No. It counts business-initiated conversations — templates sent outside a window — to unique customers. Answering people who wrote to you is unlimited.
What happens if I hit the limit?
Further template sends fail until the 24-hour count rolls off. A campaign tool should hold the rest of the audience and continue when the limit lifts, rather than report them as failed.
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Nearby terms
See it in a product. Linkubit answers, qualifies and quotes on WhatsApp from your catalogue, and adds nothing to Meta’s per-message price. Start free — fourteen days of Pro, no card — or read the pricing.
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