WhatsApp glossary
What is a WhatsApp messaging limit?
A messaging limit is the number of unique customers your business can reach with messages outside an open customer service window in a moving 24 hours. It grows in steps from 250 to unlimited.
Last updated: 5 November 2026
ChatGPT
Claude
PerplexityQuick answer
A WhatsApp messaging limit is how many unique customers your business can message outside open customer service windows in a moving 24-hour period. New business portfolios start at 250. Verifying your business is one way to reach 2,000; Meta then raises it to 10,000, 100,000 and unlimited automatically. The limit is shared by all numbers in your portfolio.
The steps
Meta's messaging limit tiers
| Limit (unique customers / 24 hours) | How you get there |
|---|---|
| 250 | Where new business portfolios start |
| 2,000 | Verify your business, or deliver 2,000 messages outside windows to unique customers in 30 days with high-quality templates (partner verification is also a path) |
| 10,000 | Automatic, as you use your limit with good-quality messages |
| 100,000 | Automatic |
| Unlimited | Automatic |
Source: Meta for Developers — Messaging limits.
Frequently asked questions
What is the starting WhatsApp messaging limit?+
Meta says new business portfolios start at 250 unique customers in a moving 24 hours.
Do replies to customers count towards the messaging limit?+
No. Only messages sent outside an open customer service window count.
Is the messaging limit per phone number?+
No. Meta sets it at the business-portfolio level, and all numbers in the portfolio share it.
How do I increase my WhatsApp messaging limit?+
Verify your business or send high-quality templates to reach 2,000; after that Meta raises it automatically as you use it with good quality. Limits and quality →
Keep reading
Related terms and guides
What is Quality rating?
The score that keeps your limit healthy.
Read the answer →What is Meta business verification?
One way to reach 2,000.
Read the answer →Messaging limits & quality rating
The full guide.
Learn more →WhatsApp broadcasting
Plan big sends around your limit.
Learn more →WhatsApp glossary
Every WhatsApp Business term in one or two sentences.
See all terms →
Put WhatsApp to work — try Lead Pattern free for 14 days.
Lead Pattern is an official Meta Tech Provider. Setup help is free, and you pay Meta's message rates at cost.
14-day free trial · No credit card · Free WhatsApp API setup