WhatsApp messaging limits — 250, 2K, 10K, 100K and unlimited
A new WhatsApp Business API account can start conversations with 250 customers in 24 hours. Here are the tiers, exactly what counts, and how to move up to 2,000, 10,000, 100,000 and unlimited.
A messaging limit is the number of different customers you can start a conversation with in a moving 24-hour period. It only applies to templates you send to people who are outside the 24-hour customer service window. Replies to customers who messaged you are never limited.
The tiers
| Tier | Customers you can message in 24 hours | Who has it |
|---|---|---|
| Starting | 250 | Every new business portfolio |
| Tier 1 | 2,000 | After business verification, or after proving quality |
| Tier 2 | 10,000 | Automatic scaling |
| Tier 3 | 100,000 | Automatic scaling |
| Unlimited | No cap | Automatic scaling |
What counts, and what doesn't
- Counts: each unique customer you send a template to outside an open customer service window. Sending the same person three templates in a day counts once.
- Doesn't count: replies inside the 24-hour window, and any message the customer starts.
- "24 hours" is a moving period, not a calendar day. If you used your full limit at 4 pm, space frees up from 4 pm the next day.
Move from 250 to 2,000
Do one of these:
- Verify your business in Meta's Security Center with one official document — a GST certificate, Udyam registration, Shop & Establishment licence or certificate of incorporation. This is the fastest route. The steps are in Before you start — what you need.
- Prove quality by sending. Deliver 2,000 template messages to unique customers, outside customer service windows, within any 30-day period, using templates with a high quality rating.
After either one, Meta reviews your message quality and — if it is happy — raises the limit to 2,000 straight away.
Move from 2,000 to 10,000, 100,000 and unlimited
Above 2,000 the increase is automatic. Meta moves you up one tier when both are true:
- You are sending high-quality messages across all your numbers and templates.
- In the last 7 days you used at least half of your current limit.
When both conditions are met, the limit rises within about 6 hours. You don't apply for it and no provider can buy it for you.
Check your current limit
Open WhatsApp Manager (business.facebook.com) → Account tools → Messaging limits. It shows the limit for your portfolio and how much of it you have used.
Why your limit isn't going up
| What you see | Usual reason | What to do |
|---|---|---|
| Stuck at 250 | Business not verified | Finish business verification |
| Verified but still 250 | Meta's quality review said no | Improve template quality and read rates, then send steadily for 30 days |
| Stuck at 2,000 or 10,000 | You use less than half of it | Send bigger, well-targeted campaigns for a week |
| Limit reached mid-campaign | More contacts than your tier | Split the campaign over two days |
Low quality stops the limit from growing, and repeated low-quality sending can get templates paused or the number restricted. Read WhatsApp quality rating before you scale.
Messaging limit vs other limits
- Per-person marketing limit — WhatsApp also caps how many marketing messages one person receives from all businesses. That shows as error 131049 and has nothing to do with your tier. See WhatsApp API error codes.
- Plan limits — your Adwix Connect plan has its own monthly conversation allowance, shown on the pricing page. It is separate from Meta's limit.
Frequently asked questions
What is the daily limit for WhatsApp Business API messages?
A new business portfolio can start conversations with 250 unique customers in a moving 24-hour period. The limit rises to 2,000, then 10,000, then 100,000 and finally unlimited as you verify your business and send high-quality messages.
How do I increase my WhatsApp messaging limit from 250?
Complete Meta business verification, or deliver 2,000 high-quality template messages to unique customers within 30 days. Meta then reviews your message quality and raises the limit to 2,000.
Do replies to customers count towards the messaging limit?
No. Messages sent inside an open 24-hour customer service window do not count. Only templates sent to customers outside the window count, once per unique customer.
Is the messaging limit per phone number?
No. Meta now sets the limit at the business portfolio level, and every WhatsApp number in that portfolio shares it.
Still stuck?
Message us on WhatsApp — a real person from the Adwix team will help you finish it.