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PerplexityWhat a messaging limit is
A messaging limit is the number of unique customers your WhatsApp number can start conversations with in a rolling 24-hour period. It applies to business-initiated conversations — the ones you open with a template — not to replies inside an open window. Each number has its own limit, set by Meta, not by your platform.
New and unverified numbers usually start at 250. Meta tiers you up automatically as you send quality messages and complete business verification.
How to move up a tier
- Complete business verification in Meta Business Manager — the biggest unlock.
- Keep your quality rating green — a red rating can push you back down.
- Keep sending — tiers increase as you consistently reach your current limit with well-received messages.
What the quality rating means
Your quality rating is Meta's measure of how people feel about hearing from you — mostly from how they react.
- Green (High): good standing. Keep it up.
- Yellow (Medium): a warning — recent messages are getting negative feedback. Ease off.
- Red (Low): quality is poor. Your messaging limit may be reduced, and continued problems can restrict the number.
What drives it down: blocks and reports (the strongest signals), messages people didn't expect or opt in to, messaging the same people too often, and low-quality templates.
How to protect it
- Message only people who opted in.
- Keep content useful and timely — not the same promotion again and again.
- Reply inside the 24-hour window; use templates thoughtfully outside it.
- Treat yellow as an early warning.
Planning a big campaign
Check your tier before a large send. If your audience is bigger than your daily limit, split the send or raise your tier first — messages beyond the limit can be delayed or fail. Lead Pattern shows your messaging limit and quality rating on the Home dashboard and tells you when a failure was caused by the limit.
