What are WhatsApp messaging limits?
How many customers you can message first in a day, and how to raise it.
WhatsApp messaging limits cap how many unique customers a business can message outside the customer service window in a rolling 24 hours. New business portfolios start at 250; verifying the business or sending 2,000 good-quality messages in 30 days lifts it to 2,000, and it then rises automatically to 10,000, 100,000 and unlimited as long as quality stays high.
- Tiers: 250 → 2,000 → 10,000 → 100,000 → unlimited.
- Shared by every number in your business portfolio.
- Replies inside the service window don't count.
- Quality matters: low-quality templates hold you back.
Sources: Meta: messaging limits. Checked 9 October 2026.
What counts
Messages you start, or send after the 24-hour customer service window has closed, to unique customers in a rolling 24 hours. Replies to customers who messaged you in the last 24 hours don't count.
The tiers
250 (new), 2,000, 10,000, 100,000 and unlimited. The limit belongs to your business portfolio and is shared by all its numbers.
How to move up
- To 2,000: verify your business, or send 2,000 delivered messages outside service windows to unique customers within 30 days with high-quality templates. Meta then reviews your quality.
- Beyond 2,000: the limit rises one level within about 6 hours when your messages are high quality and you've used at least half your current limit in the last 7 days.
Keep quality high
Message only people who opted in, make it easy to opt out, and send what they expect. Blocks and reports lower your quality. See how to get opt-in.
Keep every customer smiling.
WAnee answers, books and reminds on WhatsApp and Instagram, from your own information.