# 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**.

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### 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.

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### 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                                  |

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### 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**.

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### 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**.

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### 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.

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2FvqvGkNRDkxjeAPL7capR%2F535511614_796668959479707_3472246252312886870_n.png?alt=media&#x26;token=7969dcc2-f295-41ea-8f0b-06047557b3b6" alt=""><figcaption></figcaption></figure>

In addition, a new **Messaging Limits** panel will be added to WhatsApp Manager, displaying your business portfolio's current limit and scaling information:

<figure><img src="https://2303112206-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F53n17VnOICC1LtDqlENV%2Fuploads%2FGAWTIjP1DPuudqs4Zedy%2F535132607_2167690997071606_2519788358245522587_n.png?alt=media&#x26;token=177d800b-075e-4f78-92e2-6d797afa5102" alt=""><figcaption></figcaption></figure>

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### 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.

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### 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.