Messaging Limits: What You Need to Know [2025 Updates]
Messaging Limits
Messaging limits dictate the maximum number of individual users your business can message each day, including both new and ongoing conversations. This limit doesn't restrict the actual number of messages your business sends; rather, it focuses on the number of distinct users you're reaching out to. Crucially, this restriction doesn't apply to messages sent in response to a user reaching out first within a 24-hour window.
How to Increase Your Messaging Limit
Business phone numbers are restricted to starting 250 conversations with users within a 24-hour period.
However, this limit can be increased. You can boost your messaging limit to 1,000 conversations independently, but for higher limits, like 10,000 or beyond, the system will automatic scaling it after you've reached the 1,000 mark.
You can increase your messaging limits to the following tier:
Tier 1: Allow your business to send 1000 business-initiated conversations within a 24-hour period.
Tier 2: Allow your business to send 10,000 business-initiated conversations within a 24-hour period.
Tier 3: Allow your business to send 100,000 business-initiated conversations within a 24-hour period.
Tier 4: Allow your business to send unlimited number of business-initiated conversations.
Automatic Scaling
After reaching the 1000 business-initiated conversations limit, Meta Business will evaluate if your limit should be increased based on the following criteria:
Your business phone number's status is connected.
Your business phone number's status has a Medium or High quality rating.
In the last 7 days, your business phone number has initiated X or more conversations, where X is your current messaging limit divided by 2.
Refer to the charts below for examples of how a business can advance to the next tier.
Example 1
A business is resulting in the messaging limit increased from Tier 1 (1000) to Tier 2 (10,000) in 2 days, when it sends 500 messages in Day 1.
Example 2
A business is resulting in the messaging limit increasing from Tier 1 (1,000) to Tier 2 (10,000) in 4 days, when it sends a cumulative total of 500 messages over Days 1, 2, and 3.
To check your messaging limit, click here.
Quality Rating
Your business phone number's quality rating reflects the recent interactions your customers have had over the past seven days. It's determined by customer feedback, including reasons for blocking your phone number and other reported issues.
The Quality rating column indicates the quality states as follows:
Green: High Quality Yellow: Medium Quality Red: Low Quality
Best Practices
To increase your messaging limits approval rate, consistently send high-quality messages over a 30-day period.
Sending high-quality messages:
Make sure messages follow the WhatsApp Business Messaging Policy.
Send messages only to users who have opted into receive them from your business.
Only send highly personalized and valuable messages for users. Avoid sending generic welcome or introductory messages.
Avoid overwhelming customers with too many messages daily, keep informational messages concise and relevant.
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