Messaging Limits in WhatsApp API

Learn about WhatsApp API messaging limits, business-initiated conversations, criteria for increasing limits, and how quality ratings affect your limits.

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A business-initiated conversation kicks off when the initial template message is delivered to a customer and concludes 24 hours later.

For unverified business numbers, there's a cap of 250 business-initiated conversations in a rolling 24-hour period.

Verified Business numbers can initiate conversations with a varying number of unique customers in a rolling 24-hour period:

• 1K unique customers

• 10K unique customers

• 100K unique customers

• An unlimited number of unique customers

This starting point at 1K unique customers automatically adjusts based on phone number status, quality rating, and how frequently you initiate conversations with unique customers.

It's essential to note that even if you meet these criteria, having a low-quality rating for your business phone number may keep you restricted to 250 business-initiated conversations until the rating improves

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Checking Your Limit

You can check your current messaging limits in the WhatsApp Manager > Overview Dashboard > Insights tab.. The panel depicted below will only show your current limit if your messaging limit has increased from the default limit of 250.

You can also view your current messaging limits in the DoubleTick > Home > WhatsApp Account Review

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Boosting Your Limit

Whenever you start a new conversation with a distinct customer, Meta assess whether your limit should be raised. This evaluation relies on the following criteria:

• Your phone number status is Connected.

• Your phone number quality rating is Medium or High.

• In the past 7 days, you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2.

If you satisfy all these conditions, Meta will enhance your messaging limit by one level within 24 hours.

Examples

Messaging limit increased from 1K to 10K in 2 days:

	Day 1	Day 2	Day 3	Day 4	Day 5
Business-initiated conversations (new)	500	500
Business-initiated conversations in last 7 days	500*	1,000
Messaging limit	1K	10K

* If the 500th conversation is initiated at 3pm (for example), the messaging limit is increased at 3pm the following day (i.e. 24 hours later).

Messaging limit increased from 1K to 10K in 4 days:

	Day 1	Day 2	Day 3	Day 4	Day 5
Business-initiated conversations (new)	100	200	200	300
Business-initiated conversations in last 7 days	100	300	500*	800
Messaging limit	1K	1K	1K	10K

* If the 500th conversation is initiated at 7pm (for example), the messaging limit is increased at 7pm the following day (i.e. 24 hours later).

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Reducing Your Limit

Whenever you commence a new conversation with a unique customer, Meta will examine your phone number quality rating. If the rating has been Flagged over the past 7 days, Meta will promptly lower your messaging limit by one level.