What are messaging limits?
On the WhatsApp Business Platform, messaging limits set how many unique customers you can reach with business-initiated messages in a rolling 24-hour period. Business-initiated means you write first, using an approved message template, for example a broadcast or a reminder to someone who has not messaged you in the last day.
Key points:
- Since 7 October 2025 the limit is set per business portfolio and shared by all its phone numbers.
- New portfolios start at 250. The tiers after that are 2,000, 10,000, 100,000 and unlimited.
- Meta Business Verification, or 2,000 delivered templates to unique customers in 30 days, lifts the limit to 2,000.
- After that, Meta raises the limit one level within 6 hours when you use at least half of it in 7 days with high-quality messages.
- A falling quality rating no longer lowers the limit, but it can stop it from rising.
| Tier | Unique customers per rolling 24 hours |
|---|---|
| Starting | 250 |
| After verification or 2,000 delivered templates | 2,000 |
| Automatic scaling | 10,000, then 100,000 |
| Top | Unlimited |
Source: Meta's messaging limits documentation, checked October 2026.
Why does it matter for sellers in Bangladesh?
The limit decides how fast you can send an Eid campaign or restock alert to your customer list. A shop with a large list and a low limit has to spread the send across several days. Verifying the business early and sending steadily, not in one burst a year, lets the limit grow before the big season.
Example
A shop with 8,000 opted-in customers is still on a low limit. It verifies the business, then sends weekly order-update and offer templates to growing segments. Over the next weeks Meta raises the limit, and by Eid the whole list can be reached in one day.
SaleMag shows each number's current messaging limit, and WhatsApp broadcast campaigns can target smaller segments.
Related terms
Quality rating, broadcast, opt-in.
Frequently asked questions
What are the current limit tiers?
New business portfolios start at 250 unique customers per 24 hours. The next tiers are 2,000, 10,000, 100,000 and unlimited (Meta's messaging limits documentation, checked October 2026).
Does replying to customers count against my limit?
No. The limit applies to conversations your business starts with templates. Replies inside the 24-hour window after a customer writes are not capped by it.
How do I get a higher limit?
To reach 2,000, verify your business or send 2,000 delivered templates to unique customers outside the service window within 30 days. After that, Meta raises the limit one level within 6 hours when you use at least half of it in 7 days with high-quality messages.
Does a low quality rating lower my limit?
No. Since 7 October 2025 Meta no longer lowers a messaging limit when the quality rating drops, but high-quality sending is still required for the limit to rise.
About the author
WhatsApp & F-commerce automation, Dhaka
The Dhaka team that builds SaleMag, the AI sales inbox for WhatsApp, Messenger and Instagram used by online sellers in Bangladesh.