Messaging Limits

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Accessing Messaging Limit

Please note this metric cannot be accessed for your phone number within WhatsApp app 'Account/Number Updates' section at this moment.

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Upcoming Changes to Messaging Limits

There are upcoming changes to messaging limits starting 7th October 2025. Please refer to Upcoming changes to messaging limits for more information.

Messaging limits determine the maximum number of business-initiated conversations you can initiate using each of your phone numbers in a rolling 24-hour period. A business-initiated conversation begins when the first template message is delivered to a customer and ends 24 hours later.

Business phone numbers without an approved display name are limited to 250 business-initiated conversations in a rolling 24-hour period. This includes all business phone numbers of an unverified business, since these numbers cannot receive display name approval until the business is verified.

Business phone numbers with a connected status and approved display name can initiate conversations with the following number of unique customers in a rolling 24-hour period:

• 2K unique customers
• 10K unique customers
• 100K unique customers
• An unlimited number of unique customers

How to increase the Messaging limit

Messaging limits can be increased to the following:

• 2K business-initiated conversations
• 10K business-initiated conversations
• 100K business-initiated conversations
• An unlimited number of business-initiated conversations

You can increase your messaging limit to 2,000 by completing one of the scaling paths below. After that, WhatsApp will automatically increase your limit to the next higher limit if you meet our automatic scaling criteria.

Scaling paths

• Verify your business.
• Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers in a 30-day moving period, using templates with a high quality rating.

Once you complete one of these paths, WhatsApp will analyze your message quality. Based on this analysis, your number's eligibility for automatic scaling will either be approved or denied

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Note

You can reach out to the support contact and request a messaging tier upgrade if you have completed business or identity verification or reached the 2K limit in the 30-day threshold, but you are still limited to 250 business-initiated discussions.

Approvals

If you are approved, WhatsApp will immediately increase your business phone number's messaging limit to 2,000 and notify you by email and developer alert.
Additional messaging limit increases for your number can now happen automatically via automatic scaling.

Denials

If you are denied, WhatsApp will keep your business phone number's messaging limit at its current level and notify you by email and developer alert.

Automatic Scaling

Once you have reached the 2K business-initiated conversations limit, each time you open a business-initiated conversation, WhatsApp will determine if your limit should be increased according to the following criteria:

• You are sending high-quality messages across all of your business phone numbers and templates.
• In the last 7 days, your business phone number has been used to open X or more business-initiated conversations, where X is the business phone number's current messaging limit, divided by 2.

If your business phone number meets all conditions, WhatsApp will increase its limit by one level 6 hours later. If its quality rating has been set to "Flagged" for the last 7 days, WhatsApp will decrease its limit by one level immediately.

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Quality Rating and Messaging Limit

If you meet these requirements but your business phone number has a low quality rating, you may continue to be limited to 250 business-initiated conversations until its quality rating improves. Please refer to WhatsApp Business phone number quality rating documentation page for more details.

If you reach your messaging limit, you can initiate more conversations as soon as one or more active conversations end. For example: