Understanding messaging limits

Messaging limits on WhatsApp refer to the maximum number of users a business can send messages to within 24 hours. These limits are in place to prevent spamming and ensure that businesses maintain a reasonable level of engagement with their users.

Business verification

After creating a WhatsApp profile, the WhatsApp Business account (WABA) associated with it remains unverified. An unverified business phone number can only initiate up to 1000 messages within 24 hours. However, businesses can send their accounts for verification to increase their messaging limits. Once approved, the account will be automatically upgraded.

Messaging limits can be increased to the following:

• 1K business-initiated conversations
• 10K business-initiated conversations
• 100K business-initiated conversations
• Unlimited business-initiated conversations

Scaling messaging limits

Messaging limits can progressively increase, depending on the business's performance and adherence to WhatsApp's policies. Initially, businesses may engage with 10,000 users, subsequently escalating to 100,000 or unlimited. This escalation is contingent upon businesses consistently demonstrating high-quality interactions and engagement over time.

WhatsApp employs automatic scaling mechanisms to adjust messaging limits based on certain criteria. For instance:

Once your business has 1,000 business-initiated conversations limit, WhatsApp evaluates whether to increase your limit each time you initiate a conversation. This assessment is based on the following criteria:

• Your business phone number is actively connected.
• The quality rating of your business phone number is Medium or High.
• Over the last 7 days, your business phone number has been utilized to initiate X or more business conversations. Here, X represents half of your current messaging limit associated with the business phone number.

Automated monitoring

Once a business reaches the 1,000 conversations threshold, WhatsApp continuously monitors message volume and quality. Depending on the total number of business-initiated conversations initiated within the past 7 days, businesses are automatically transitioned between messaging tiers: 1,000, 10,000, 100,000, or unlimited. To qualify for tier advancement, businesses must initiate conversations with at least half the unique customers of the per-day limit and maintain a positive "quality rating" from WhatsApp within the past 7 days. You will automatically be moved to the next tier 24 hours later.

Profile statuses and quality ratings

Once a profile starts sending messages, it gets a quality rating. This rating can be high, medium, or low. The rating depends on recent customer interactions, like blocks or reports, and the reasons customers provide when they block a business. WhatsApp uses this feedback to decide how many messages a profile can send. The quality rating shows how good the conversations between businesses and customers are. Different profile statuses on WhatsApp correspond to varying messaging limits:

• Verified - High quality: Initially set at 1,000 business-initiated conversations per 24 hours, with the potential for further increases based on performance.

If your business successfully opens 1,000 or more business-initiated conversations within a 30-day period using templates with a high-quality rating, WhatsApp will review your messaging quality. This evaluation aims to assess whether your messaging activity justifies an increase in your messaging limit. Following the analysis, WhatsApp will either approve or deny the request for a limit increase.

• Verified - Medium quality: Similar to high-quality accounts, with the opportunity to improve and increase messaging limits over time.
• Verified - Low quality: Also starts at 1,000 business-initiated conversations per 24 hours, with the possibility of scaling up with continued improvement.
• Flagged, Restricted, and Disabled: These statuses also start with a limit of 1,000 business-initiated conversations per 24 hours. However, businesses can work towards increasing their limits by demonstrating improved quality and engagement metrics. See Messaging limits on Meta for more information.

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To maintain high quality on WhatsApp:

• Follow WhatsApp business policies.
• Only send messages to opted-in users.
• Personalize and send useful messages to your customers
• Be mindful of message frequency.