Messaging Limits
This page describes messaging limits on the WhatsApp Business Platform, how they are calculated, and how automatic scaling increases messaging capacity over time.
Messaging limits define the maximum number of unique WhatsApp users a business can send business-initiated messages to within a moving 24 hour period, outside of an active customer service window.
Messaging limits are designed to protect user experience and ensure businesses send high quality, expected messages.
Limits increase gradually as message quality and sending activity demonstrate responsible platform usage.
How Messaging Limits Work
Messaging limits are applied at the Business Portfolio level and shared across all registered business phone numbers.
This means that if a business portfolio has multiple business phone numbers, it’s possible for one number to consume all of the portfolio’s messaging capability within a given period.
Only conversations initiated outside the customer service window count toward messaging limits.
Default Messaging Limit
Newly created business accounts begin with a messaging limit of 250 unique users per 24 hours.
As messaging quality and usage increase, the limit can scale through the following tiers:
2,000 (by completing a scaling path)
10,000 users (via automatic scaling)
100,000 users (via automatic scaling)
Unlimited users (via automatic scaling)
Messaging limit increases are controlled by Meta and cannot be requested manually.
Increasing the messaging limit
Increase the messaging limit to 2,000 by completing one of the scaling paths below. Then, Meta will automatically increase the limit to the next higher limit if the automatic scaling criteria is met. Messaging limit increases are controlled by entirely Meta. Since Meta's introduction of scaling paths, 360dialog, or alternate BSPs, can no longer request messaging limit increases manually.
Scaling paths
Verify the business using Standard Business Verification or PLBV
Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers within a 30-day moving period, using templates with a high quality rating.
Once you complete one of these paths, Meta will analyze the phone number message quality. Based on this analysis, the number’s eligibility for automatic scaling will either be approved or denied
When one of these paths is completed, Meta reviews message quality and determines eligibility for scaling.
The limit increases immediately to 2,000
The limit remains unchanged
A notification is sent via email and developer alerts
A notification is sent via email and developer alerts with guidance on next actions
A business_capability_update webhook reflects the new maximum limit
(payload fields vary depending on API version)
Businesses may be prompted to:
Verify identity
Improve quality signals
Send additional qualifying messages
Automatic scaling
After a messaging limit reaches 2,000 users, Meta evaluates the account continuously for further increases.
Automatic scaling considers the following criteria:
High message quality across phone numbers and templates
Usage of at least half of the current messaging limit during the previous 7 days
If these conditions are met, the messaging limit may increase to the next tier, typically within six hours.
Checking the messaging limits
The message limit can be checked via Meta Business Suite > WhatsApp Manager > Account tools > Messaging limits.
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