Messaging limits (messaging tiers)
Messaging limits, or messaging tiers, define how many conversations a WhatsApp Business number can initiate with unique customers within 24 hours. Meta's levels start at 250 conversations for numbers without business verification, then 1,000, 10,000, 100,000 and unlimited. Promotion to the next tier happens automatically based on the volumes used and the quality maintained.
The limit concerns business-initiated conversations with templates towards unique users in 24 hours: replies to customers who write first don't consume it. Progression is automatic: Meta evaluates how much of the current limit is used and at what quality, and promotes the number when it approaches the ceiling while keeping a healthy rating. Quality degradation can instead lead to demotion to the lower level.
The operational consequence is that large lists can't be reached from day one: the number needs warming up, with growing sends to engaged segments that generate replies and few reports. Campaigns must be planned within the current tier, staggering batches over several days when the list exceeds the limit. The pair to watch is tier and quality rating: the first says how much you can send, the second whether you'll keep being able to.
SendApp campaigns are dispatched in batches with controlled queues: sends stay within your tier's limits and the number moves up levels without jolts.
Frequently asked questions
From theory to practice
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