WhatsApp applies a messaging limit to prevent any misuse of the channel. Messaging limits determine the number of unique users you can send messages to daily. It does not limit the number of messages you can send, but the number of users. It also does not apply to messages sent in response to a user-initiated message within 24 hours.
In this article, you can find answers to the following questions:
- What are the limits?
- How can I increase my limit?
- What are the example cases?
- How can I learn my current limit?
What are the limits?
For business phone numbers without a connected status and an approved display name, there's a restriction of 250 business-initiated conversations within a rolling 24-hour period. This limit applies to all unverified business phone numbers, as display name approval is contingent upon business verification.
On the other hand, business phone numbers with a connected status and an approved display name can initiate conversations with a specified 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
The initial threshold for unique customers starts at 1,000 and adjusts dynamically based on factors such as phone number status, phone number quality rating, and the frequency of initiating conversations with unique customers.
It's important to note that even if you meet these criteria, a low-quality rating on your business phone number might still result in a limit of 250 business-initiated conversations until the quality rating improves.
Increase your limit
Each time you initiate a new conversation with a unique customer, Meta evaluates whether your limit should be increased. This evaluation relies on the following criteria:
- Your phone number status is Connected.
- Your phone number quality rating is Medium or High.
- In the last 7 days, you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2.
If you meet all conditions, Meta will increase your messaging limit by one level in 24 hours.
If you have more than 1,000 unique customers but a daily messaging limit of 1,000, you can only send messages to 1,000 customers each day. To avoid messaging the same customers repeatedly, you will need to exclude those who received messages the previous day. To exclude them, add the following parameters to the Event in the Segments section when creating your campaign.
Example cases
In the chart below, you can see that the 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 the last 7 days | 500* | 1000 | |||
| Messaging limit | 1K | 10K |
In the chart below, you can see that the 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 |
Learn your current limit
You can see your current limit on the banner located on the WhatsApp listing page in Insider One's InOne panel.
On your WhatsApp Manager account, to check your current messaging limits navigate to 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.
To maintain high quality with your WhatsApp messages, it is suggested to:
- Make sure messages follow the WhatsApp Business Policy and Commerce Policy.
- Only send messages to users who have opted into receiving messages from you.
- Be mindful of messaging frequency; avoid sending users too many messages a day. Be thoughtful of informational messages, optimizing for content and length.