WhatsApp - Messaging Limits
Messaging limits are the maximum number of unique WhatsApp user phone numbers your business can deliver messages to, outside of a customer service window, within a moving 24-hour period. Messaging limits are calculated and set at the business portfolio level and are shared by all business phone numbers within a portfolio. 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. Business portfolios are initially limited to 250 messages in a 24-hour moving period, but this limit can be increased.
Scaling Paths Complete any one of the following to become eligible for a limit increase to 2,000:
- Verify your business through Meta’s business verification process.
- Have your solution provider verify your business on your behalf (if you were onboarded through a solution partner).
- 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 your message quality to determine if your number is eligible for a limit increase.
Approvals
If your request is approved, Meta will immediately increase your business phone number’s messaging limit to 2,000 and notify you by email and developer alert. A business_capability_update webhook will also be triggered with the new limit value. Once approved at 2,000, your limit can continue to grow automatically — see Automatic Scaling below.
Denials
If your request is denied, your messaging limit will remain at its current level. Meta will notify you via email and developer alert. An account_alerts webhook will be triggered indicating which alternative path you can take:
| Alert Type | Action You Can Take |
|---|---|
INCREASED_CAPABILITIES_ELIGIBILITY_DEFERRED | Send 2,000 delivered messages outside of customer service windows to unique WhatsApp users within 30 days, using high-quality templates. |
INCREASED_CAPABILITIES_ELIGIBILITY_FAILED | Send 2,000 delivered messages outside of customer service windows to unique WhatsApp users within 30 days, using high-quality templates. |
INCREASED_CAPABILITIES_ELIGIBILITY_NEED_MORE_INFO | Verify your identity, or send 2,000 delivered messages outside of customer service windows within 30 days using high-quality templates. |
Automatic Scaling
Once your business portfolio’s messaging limit has been increased to 2,000, Meta will automatically evaluate it for further increases. Your limit will be raised to the next tier within 6 hours if both of the following criteria are met:
- You are sending high-quality messages across all of your business phone numbers and templates.
- In the last 7 days, your business has utilized at least half of your current messaging limit. Automatic scaling moves your limit up one tier at a time: 2,000 → 10,000 → 100,000 → Unlimited. Each step happens within 6 hours of meeting the criteria.