> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/meta-business-setup/messaging-limit/messaging-limit-guide.md). # Messaging limit guide Learn what WhatsApp messaging limits are, how they're calculated at the Business Portfolio level, and why they matter for your business Messaging limits decide how many new customers your WhatsApp Business number can reach every day. This guide explains what they are, how they're calculated, and why they matter for your business. #### What's covered * [What are messaging limits?](#what-are-messaging-limits) * [Messaging limits are shared across your Business Portfolio](#messaging-limits-are-shared-across-your-business-portfolio) * [Why messaging limits matter](#why-messaging-limits-matter) * [Important update (effective October 7, 2025)](#important-update-effective-october-7-2025) #### What are messaging limits? Messaging limits on 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. Meta sets these limits to prevent spam and to make sure businesses maintain high-quality communication. #### Messaging limits are shared across your Business Portfolio Meta calculates messaging limits at the Business Portfolio level, not per number. This means: * If your Business Portfolio has multiple WhatsApp API numbers, all of them share the same messaging limit * One number alone can consume the entire portfolio's limit For example, if your portfolio limit is 10,000 and one phone number sends messages to 10,000 users, no other number in the portfolio can initiate new conversations until the limit resets. {% hint style="info" %} Since the limit is shared, it's worth tracking usage across all your numbers together, not just one. You can check your current tier by [checking your messaging limits](/meta-business-setup/messaging-limit/how-to-check-messaging-limits.md) in DoubleTick or Meta's WhatsApp Manager. {% endhint %} #### **Messaging limits for new businesses** Newly created Business Portfolios start with a messaging limit of **250 unique users per day**. As your account builds a good track record of quality messaging, Meta can automatically increase the limit to **2000, 10000, 100000, or unlimited** users per day. #### Why messaging limits matter Messaging limits directly impact: * How many new customers you can message daily * Large-scale marketing or sales campaigns * Your ability to grow your business through the WhatsApp API #### Important update (effective October 7, 2025) Earlier, limits were applied per phone number. Starting October 7, 2025, messaging limits are applied at the portfolio level instead. {% hint style="info" %} This change brings a few benefits: * Faster scaling, within 6 hours * Shared access to higher limits across all numbers * Less need for extra phone numbers just to get more reach {% endhint %} #### Key takeaways * Messaging limits cap how many new, unique customers you can message in a rolling 24-hour period * Limits are calculated at the Business Portfolio level and shared across all numbers in it * New portfolios start at 250 and can scale up to 2,000, 10,000, 100,000, or Unlimited * Since October 7, 2025, scaling happens at the portfolio level and can take effect within 6 hours #### FAQs **Do messaging limits apply per number or per portfolio?**\ Since October 7, 2025, they apply at the Business Portfolio level. All numbers under the same portfolio share one limit. **What happens if I reach my messaging limit?**\ Meta temporarily stops you from starting new conversations with additional users until the rolling 24-hour window resets. **What's the starting messaging limit for a new WhatsApp Business API portfolio?**\ 250 unique users per day. **Can my messaging limit go down?**\ Limits are meant to scale up as your quality and usage improve; they aren't designed to decrease on their own, but poor messaging quality can slow or stall further scaling. **Where can I check my current messaging limit?**\ You can check it by [checking your messaging limits](/meta-business-setup/messaging-limit/how-to-check-messaging-limits.md), either from your DoubleTick dashboard or directly in Meta's WhatsApp Manager. #### Related topics * [How to check messaging limits](/meta-business-setup/messaging-limit/how-to-check-messaging-limits.md) * [How to increase your WhatsApp messaging limit](/meta-business-setup/messaging-limit/how-to-increase-your-whatsapp-messaging-limit.md) * [Account quality guide](/meta-business-setup/account-quality/account-quality-guide.md) --- # Agent Instructions This documentation is published with GitBook. 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