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
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
Phone number quality state
Could be “Flagged” and downgraded
No “Flagged” state, no downgrade
Automatic Scaling Criteria
Your business portfolio can automatically scale up if:
You send high-quality messages across phone numbers.
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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