WhatsApp Messaging Limits Explained | Tiers, Rules & Best Practices

Whatsapp Messaging Limits

Messaging limits are the maximum number of business-initiated conversations (across all template categories) a business phone number can open in a 24-hour moving period.

Without verifying a business on Facebook, you can send messages to up to 250 unique customers in a rolling 24-hour period.

Tier 1	Allows you to send messages to 1,000 unique customers in a rolling 24-hour period.
Tier 2	Allows you to send messages to 10,000 unique customers in a rolling 24-hour period.
Tier 3	Allows you to send messages to 100,000 unique customers in a rolling 24-hour period.
Tier 4	Allows you to send messages to an unlimited number of customers in a rolling 24-hour period.

How to increase your whatsapp sending limits

To increase your tier, you need to meet the following conditions:

Keep your quality score above medium.
Send 2 times the number of messages alloted in your current daily limit within the last 7 days.

Let’s consider an example. Imagine that you’re currently in tier 1 with a limit of 1,000 unique recipients per 24 hours. If you send a message to more than 2,000 recipients in 7 days, and you have a good reputation, then you will automatically be upgraded to tier 2 and can send messages to up to 10,000 unique users per 24 hour period.

Once an account reaches this threshold, it will be moved to the next tier. It will take at least 48 hours to be able to move to the next tier. To do so, you will need to send your daily limit of messages consecutively for two days at a minimum.

Quality rating

Quality rating on WhatsApp is an evaluation of how messages have been received by recipients over the past seven days. It is determined by analyzing a combination of quality signals, which include user feedback signals like recent blocks, the reasons users provide when they block a business, and other reporting issues.

Quality rating status

There are 3 different quality ratings:

High quality: Green
Medium quality: Yellow
Low quality: Red

How to improve quality rating

If your quality rating is low, WhatsApp will automatically reduce your business initiate conversation limit and also you cannot change or request for change to your quality rating. It is recommended to follow WhatsApp’s guidelines to maintain high quality.

To improve quality rating on WhatsApp, consider the following points:

Adhere to WhatsApp Business Policy: Ensure that your message templates comply with WhatsApp’s business policy.
Opt-in messages only: Send messages only to users who have explicitly opted in to receive communications from your business. Avoid messaging users who have not provided consent.
Clarity and personalization: Make sure your messages are clear, personalized, and useful to users. Avoid sending open-ended welcome or introductory messages.
Messaging frequency: Be cautious about the frequency of your messages. Avoid sending users too many templates a day.
Review recent templates: Check for new templates sent within the last 7 days. This practice can help to identify and rectify any issues with specific templates that might be affecting your quality rating.

How to check quality rating

You can see your phone number status and quality rating from your Chat ON Desk account by clicking on Whatsapp under channels.

FAQs

What are WhatsApp messaging limits?

They define how many unique customers a business can message using templates in a 24-hour period.

Do limits apply to session messages?

No, session messages (within 24 hours of a customer’s reply) are unlimited. Limits apply only to template messages.

How can I move from Tier 1 to Tier 2?

By consistently sending messages, maintaining a good quality rating, and ensuring customer engagement.

What happens if my quality rating drops?

Your account may face restrictions, and you might not be able to scale to higher tiers.

Can small businesses manage with Tier 1?

Yes, Tier 1 (1,000 messages/day) is often enough for small local shops or startups.

Does WhatsApp green tick verification increase limits?

Not directly, but verified businesses often maintain higher trust and fewer complaints, helping with upgrades.

Can I request Meta to manually increase my limits?

No, upgrades are automatic based on performance, usage, and account quality.

Conclusion

Understanding WhatsApp messaging limits is essential for businesses aiming to scale customer communication. By maintaining high message quality and engaging with customers meaningfully, you can unlock higher tiers and reach thousands of users seamlessly.