Understanding Messaging Limits
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Messaging limits in the WhatsApp Business Platform define the maximum number of unique customers your business can message in a moving 24-hour period, outside of the customer service window.
In simple terms:
Messaging limits control how many different WhatsApp users you can start template-based conversations with each day.
These limits are set to prevent spam and ensure businesses maintain high-quality communication.
Meta calculates messaging limits at the business portfolio level.
This means:
If your business portfolio has multiple WhatsApp API numbers
All numbers share the same messaging limit
One number can consume the full portfolio limit
Example:
If your portfolio limit is 10,000 and one phone number sends messages to 10,000 users, other numbers in the portfolio cannot initiate more messages until the limit resets.
Newly created business portfolios start with a messaging limit of:
250 unique users per day
Your portfolio can scale from 250 to:
2,000
10,000
100,000
Unlimited
These upgrades happen through Meta’s scaling system.
Messaging limits directly impact:
How many new customers you can message daily
Large-scale marketing or sales campaigns
Business growth through WhatsApp API
If you hit your limit, Meta will temporarily restrict initiating new conversations until the next rolling window.
Earlier, limits were applied per phone number.
Starting October 7, 2025:
Messaging limits are applied at the portfolio level, not per number.
This provides:
Faster scaling (within 6 hours)
Shared access to higher limits across all numbers
Reduced need for extra phone numbers
Messaging limits are Meta’s way of controlling how many unique users a business can message daily. They are shared across all WhatsApp API numbers under the same portfolio and can increase over time based on quality and usage.
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