Messaging limit
Also called: Messaging tier
How many unique customers you can start conversations with per rolling 24 hours. Starts at 250 and rises to unlimited.
The tiers run 250 (unverified), then 1,000, 10,000, 100,000 and unlimited unique customers per 24 hours. Replies to inbound conversations are never capped — the limit is only on conversations you start.
Meta upgrades a number automatically when you send meaningful volume relative to your current limit and your quality rating is not low. There is no application form. Limits also go down: a sustained low rating results in a downgrade, usually right after a large poorly-targeted campaign.
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Related terms
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Quality rating
Meta’s read on how your recipients feel about hearing from you — High, Medium or Low, calculated per number.
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Phone number quality
The per-number health signal Meta shows alongside quality rating, reflecting recent recipient feedback.
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Opt-in
A customer’s recorded permission to receive business-initiated WhatsApp messages from you. Required by Meta before you send.