How do WhatsApp messaging limits work?

Messaging limits determine the maximum number of business-initiated conversations each phone number can start in a rolling 24-hour period. These limits do not apply to user-initiated conversations.

The messaging limit tiers determine how many users you can send templates to on a daily basis. This includes new conversations as well as existing conversations with users.

There are four messaging limit tiers:

• Tier 1: 1K business-initiated conversations with unique customers in a rolling 24-hour period.
• Tier 2: 10K business-initiated conversations with unique customers in a rolling 24-hour period.
• Tier 3: 100K business-initiated conversations with unique customers in a rolling 24-hour period.
• Tier 4: An unlimited number of business-initiated conversations in a rolling 24-hour period.

A business starts in Tier 1 when it registers its phone number. You can send any number of messages within 24-hour period to a customer who has interacted with you on WhatsApp.

Messaging limits are increased or decreased automatically based on your phone number status, phone number quality rating, and how often you initiate conversations with unique customers.

How do I increase my messaging limit?

Each time you initiate a new conversation with a unique customer we will determine if your limit should be increased. This determination is based on the following criteria:

• your phone number status is Connected
• your phone number quality rating is Medium or High
• you have been at your current messaging limit for at least 48 hours
• in the last 7 days you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2

If you meet all conditions, Your messaging limit will increase by one level in 24 hours.