# Upcoming Changes to WhatsApp Messaging Limits – Effective October 7, 2025
Meta is introducing an important update to **WhatsApp messaging limits** that will make scaling customer communication faster, simpler, and more efficient.
Currently, messaging limits are applied to each **individual phone number**. From **October 7, 2025**, limits will instead be applied at the **business portfolio level**. This means all phone numbers within a business portfolio will share the same limit.
For example, if your portfolio has one number with a 100K limit and another with 10K, the entire portfolio will automatically be set to **100K**.
***
### Key Benefits of Portfolio-Based Messaging Limits
* 🚀 **Faster upgrades** – Limits increase in just **6 hours** (instead of 24).
* 📲 **Immediate access for new numbers** – Any new number you add will instantly share your portfolio’s limit.
* 📈 **Flexibility to grow** – Add as many phone numbers as you need, without buying extras just to increase limits.
* 💰 **Lower costs** – Avoid unnecessary operational costs of maintaining multiple numbers.
* ✅ **No downgrades for flagged numbers** – Messaging limits will no longer drop if a number’s quality rating decreases.
***
### What’s Changing – Side by Side
| Criteria | Before Oct 7, 2025 | Starting Oct 7, 2025 |
| --------------------------------- | --------------------------- | ---------------------------------------- |
| Where are limits set? | On individual phone numbers | On entire business portfolios |
| Example | Phone A: 10K, Phone B: 100K | Portfolio limit: 100K shared across both |
| Starting limit for new portfolios | Not applicable | 250 |
| Starting limit for new numbers | 250 | Inherits portfolio’s limit |
| Auto-scaling eligibility limit | 1,000 | 2,000 |
| Time for scaling | 24 hours | 6 hours |
***
### Automatic Scaling Criteria
Your business portfolio can automatically scale up if:
1. You send **high-quality messages** across phone numbers.
2. In the last 7 days, you’ve used at least **50% of your portfolio’s messaging limit**.
***
### Throughput (Speed of Messaging)
Businesses that qualify can send up to **1,000 messages per second (mps)**.
**To become eligible for 1,000 mps:**
* Your **business portfolio** must have **unlimited messaging limits**.
* Your phone number must send messages to at least **100K unique WhatsApp users** (outside the 24-hour service window) within a 24-hour period.
* Your phone number must maintain a **Medium or High quality rating**.
* Once eligible, upgrades happen automatically within **12 hours**.
***
### WhatsApp Manager Updates
From October 7, 2025:
* The **Overview panel** in WhatsApp Manager will show **portfolio-based limits**.
* A new **Messaging Limits panel** will display your portfolio’s current limit and scaling progress.
In addition, a new **Messaging Limits** panel will be added to WhatsApp Manager, displaying your business portfolio's current limit and scaling information:
***
### Frequently Asked Questions (FAQs)
**1. Do I need to take any action for these changes?**\
No action is needed. Limits will automatically switch to the portfolio-based system on October 7, 2025.
**2. What happens to my existing messaging limits?**\
Your business portfolio will inherit the **highest limit** among your current numbers. Example: If one number has 100K and another has 10K, your portfolio will now have a 100K limit.
**3. What happens when I add a new phone number?**\
Newly registered numbers will immediately share your portfolio’s limit.
**4. Will my limits reduce if my number’s quality rating drops?**\
No. The “Flagged” state is being removed, so your messaging limits will not be downgraded.
**5. How quickly can I scale up limits?**\
Upgrades will happen within **6 hours**, much faster than the previous 24 hours.
**6. What is the starting limit for new portfolios and numbers?**
* New portfolios start with a **250 limit**.
* New numbers instantly share the portfolio’s current limit.
**7. Can my business qualify for faster throughput (1,000 Messages Per Second)?**\
Yes. If your portfolio has **unlimited limits**, and your phone number meets the usage and quality requirements, you’ll automatically be upgraded to 1,000 Messages Per Second within **12 hours**.
**8. Where can I see these changes in WhatsApp Manager?**\
Go to WhatsApp Manager → Overview panel or the new Messaging Limits panel. Both will show portfolio-based limits and scaling progress.
***
### Final Takeaway
This update makes WhatsApp messaging more **scalable, cost-effective, and flexible** for your business. With portfolio-based limits, you can:
* Scale faster 🚀
* Manage fewer numbers 📲
* Avoid sudden downgrades ✅
* Reach more customers with ease 💬
It’s a **big win for DoubleTick users**, helping you focus more on engaging with customers and less on managing messaging restrictions.
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