# Understanding Messaging Limits

#### <mark style="color:$primary;">**What Are Messaging Limits?**</mark>

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.

***

#### <mark style="color:$primary;">**Messaging Limits Are Shared Across Your Business Portfolio**</mark>

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.

***

#### <mark style="color:$primary;">**Default Messaging Limit for New Businesses**</mark>

Newly created business portfolios start with a messaging limit of:

250 unique users per day

***

#### <mark style="color:$primary;">**Possible Messaging Limit Levels**</mark>

Your portfolio can scale from 250 to:

* 2,000
* 10,000
* 100,000
* Unlimited

These upgrades happen through Meta’s scaling system.

***

#### <mark style="color:$primary;">**Why Messaging Limits Matter**</mark>

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.

***

#### <mark style="color:$primary;">**Important Update (Effective October 7, 2025)**</mark>

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.


---

# Agent Instructions: Querying This Documentation

If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter:

```
GET https://learn.doubletick.io/messaging-limit/understanding-messaging-limits.md?ask=<question>
```

The question should be specific, self-contained, and written in natural language.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.