This article explains WhatsApp Messaging Limits: how many business-initiated conversations you can start, how limits increase, and what affects your eligibility.
Understanding Messaging Limits
Messaging limits define the maximum number of unique WhatsApp users your portfolio can message with business-initiated conversations outside of the 24-hour customer service window, within a 24-hour period. Conversations that customers initiate are not capped.
Check your current messaging limits and scaling information in Meta Business Manager > WhatsApp Manager > Overview (Limits section), or in the new Messaging Limits panel once available.
Existing businesses: Your portfolio inherits the highest limit from any phone number inside it.
Example: If one number is at 100K and others are lower, the portfolio limit is set to 100K and shared across all numbers.
New businesses: New portfolios start with a limit of
250 conversations per day. Any new phone numbers you add will automatically share the portfolio’s current limit.
Note: Since limits are shared at the portfolio level, it’s possible for one phone number to consume all of the shared allowance in a day.
Scaling tiers:
250 unique customers
2K unique customers
10K unique customers
100K unique customers
Unlimited unique customer
Important: The quota is always calculated over a 24-hour period. Once your business meets Meta’s criteria, your portfolio can be upgraded to the next tier within 6 hours
Learn more on how initiating conversations with messaging limit works.
Scaling Paths (to reach 2K limit)
New business portfolios start at 250. To unlock the 2K tier, you must complete one of these scaling paths:
✅ Verify your business in Meta Business Manager.
✅ Have your solution provider verify your business (if you were onboarded by one).
✅ Messaging activity path: Send 2,000 delivered messages (outside of customer service windows) to
unique WhatsApp users within 30 days, using high-quality templates.
Once you complete any of the above, Meta reviews your messaging quality:
If approved → your limit increases to 2K immediately.
If denied → you’ll remain at 250 and receive an alert with next steps.
Increasing Messaging Limits (beyond 2K)
Meta automatically reviews your portfolio to decide if you’re ready for the next tier. You qualify when:
Message Quality: Messages sent across all phone numbers and templates maintain a Medium or High rating.
Conversation Usage: In the last 7 days, you’ve initiated at least 50% of your current portfolio limit.
If both criteria are met, your limit will automatically upgrade to the next tier within 6 hours.
If your business phone number quality rating drops, its messaging limit will not be downgraded.
Here is an example of how you can increase your messaging limit from 2K to 10K in 1 day:
Time | Conversations Started | Total in Last 24h | Condition Met? | Messaging Limit |
|---|---|---|---|---|
9 AM | 600 | 600 | ❌ (<1K) | 2K |
12 PM | 400 | 1,000 | ✅ (50% met) | 2K |
6 PM | – | 1,000 | – | 10K (upgraded within 6h) |
✅ How it works:
At 12 PM, the portfolio reaches 1,000 conversations (50% of the 2K tier).
Meta reviews eligibility.
By 6 PM (within 6 hours), the limit upgrades to 10K.
Important: Your quota is always measured over a 24-hour window. The 6 hours only refers to how quickly Meta upgrades you once you qualify, not to a reset of your quota.
Alternate Path Program
The Alternate Path Program provides you (businesses) with an alternative way to increase your WhatsApp messaging limits without relying solely on traditional business verification. Instead, you can qualify for higher messaging limits based on your messaging activity and quality.
How It Works:
Open 1K Conversations in 30 Days: To be eligible for the Alternate Path Program, your business must initiate 1,000 or more business-initiated conversations within a 30-day rolling period. These conversations must be conducted using templates that maintain a high-quality rating.
Quality Review: Once your business reaches the 1,000-conversation threshold, Meta will analyze your messaging quality to determine if your messaging activity warrants an increase in your messaging limit. This analysis focuses on how well your messages are received by users and the overall engagement quality.
Decision: Based on this review, Meta will approve or deny an increase in your messaging limit. If approved, your business’s messaging limit will be increased from 250 to 1,000. If denied, you may need to focus on improving your messaging quality and try again, or you may need to request an increase through support.
Benefits of the Program:
This program allows businesses to scale their messaging capabilities based on performance rather than just verification status.
It allows businesses facing challenges with traditional verification to still increase their messaging limits by demonstrating strong engagement and high-quality messaging.
FAQ and Troubleshooting
I assumed that if my business were verified and had an approved display name, it would automatically increase my messaging limit to 1,000, but my account is still at 250. What am I missing?
The initial belief that business verification and having an approved display name alone would increase your messaging limit to 1,000 is a common misunderstanding. New numbers start with a 250-message limit. To escalate to a higher tier, you are required to send at least half of this limit, meaning 125 business-initiated conversations, over a seven-day period. This action prompts an automatic review and upgrade of your account to a messaging limit of 1,000 messages per day, typically processed within 24 hours after reaching the activity threshold.
It’s important to note that your messaging limit must be increased to the 1,000-message tier before your display name can be approved. Therefore, ensure you meet the required activity level to trigger the increase.
Learn more about increasing your messaging limits here.
The messaging limit was increased to 1K in Meta, but it's still showing 250 in the respond.io platform. What should I do?
Refresh the respond.io platform to get the updated messaging limit.
I’ve sent 1,000 messages within 30 days, but my limit is still 250. What should I do?
If you’ve sent 1,000 messages within 30 days and your limit hasn’t increased from 250, your account might not have been reviewed yet. You can request an upgrade by submitting a support ticket through WhatsApp Manager. Meta will review your activity and decide if your limit can be increased.
My message quality is high, but my limit hasn’t increased. Why?
Even with a high-quality rating and best practices, Meta decides when to upgrade your limit. If your limit hasn’t increased, it may be due to Meta’s discretion. Keep sending high-quality messages, and you can contact Meta support to ask for a review.
