Definition
WhatsApp messaging limits cap how many unique users a business portfolio can message outside customer service windows in a moving 24-hour period. According to Meta's documentation, the tiers are 250, 2,000, 10,000, 100,000 and unlimited.
Meta changed the model on 7 October 2025. Limits are now set at the business portfolio level and shared by all its business phone numbers, rather than per number. New business portfolios start at 250 unique users per moving 24 hours.
To reach 2,000, Meta lists scaling paths: verify the business, have the onboarding partner verify it, or deliver 2,000 messages outside customer service windows to unique users within 30 days using high-quality templates. Meta then reviews message quality before approving the increase.
Above 2,000, automatic scaling raises the limit one level, within 6 hours, if the business sends high-quality messages across all its numbers and templates and has used at least half of its current limit in the last 7 days.
Limits count unique recipients of business-initiated messages, not total messages, and replies inside an open customer service window do not count. Plan large campaigns around the current tier: check it in WhatsApp Manager, or with the whatsapp_business_manager_messaging_limit field, before scheduling a send.