WhatsApp has announced three major updates designed for faster growth and improvement of efficiency.

Business portfolio pacing

To create an even better messaging experience for their customers, WhatsApp is introducing Business portfolio pacing starting 8th December 2025 in a gradual rollout model. For select businesses, WhatsApp may pace large campaigns by sending messages in batches and monitoring feedback before releasing the next batch. If feedback indicates harmful content such as violation of WhatsApp Business Messaging policy or WhatsApp messaging guidelines, the remaining messages may not be sent.

Who could be subject to Business portfolio pacing?

Only businesses new to WhatsApp Business Platform (i.e with less than 500,000 sent messages over the last year) or any accounts where suspicious signals are detected.

When does Business portfolio pacing apply?

Even for these businesses, pacing is only triggered when they send a large volume of messages within a short period of time, regardless of the message template used.

Relaxing Messaging Limit Tiers

Starting Q1, 2026, WhatsApp will be removing the 2K and 10K daily messaging limit tiers. With the introduction of Business portfolio pacing as an additional guardrail, these lower limits will be eliminated. Once a business completes Business verification or Quality messaging scaling path, it will immediately receive a 100K daily messaging limit. This means new businesses will no longer need to plan campaign size around system limits or wait for upgrades to send large campaigns.

Advanced text truncation on marketing messages on WhatsApp

In April, WhatsApp announced the rollout of text truncation for all marketing messages to improve both user experience and campaign performance. This feature shortens longer messages (beyond 5 lines) and adds a “Read more” link, such that people see the most relevant content upfront while still having access to the full message.