WhatsApp Messaging Limits and Quality Rating Explained
Quick answer: Your messaging limit caps how many unique customers you can start conversations with in 24 hours. Quality rating and verification decide how fast it grows.
Messaging limit tiers
Limits apply to business-initiated messages to unique customers in a rolling 24 hours. Replies to customers who message you first are not limited.
- New or unverified: about 250.
- Then 1,000, 10,000 and 100,000.
- Highest tier: unlimited.
How to move up a tier
- Complete business verification.
- Send quality messages to opted-in users in the volume Meta expects. Meta reviews usage regularly and upgrades automatically.
- Keep a good quality rating.
Quality rating
Meta rates each number as high (green), medium (yellow) or low (red) based on how users react: blocks, reports and read rates. A low rating can stop your limit from growing and can restrict your number.
How to keep quality high
- Use clear opt-in and honour opt-outs.
- Send relevant, well-timed messages.
- Avoid repeating the same promotion.
- Pause campaigns when blocks rise.
Frequently asked questions
Does the limit apply to customer replies?
No. Limits apply to business-initiated conversations, not to replies in a customer-started chat.
Meta changes its rules and prices from time to time. Always check Meta's official documentation for the latest details.
Related guides
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