This article explains how WhatsApp Business message sending limits work, the tier structure based on the Business Portfolio, and the rules for automatic capacity increases.

Definition and Scope

Message limits define the maximum number of unique users (distinct phone numbers) your business can message within a rolling 24-hour period.

Window Rule:
The limit applies only to business-initiated messages (outside the 24-hour customer service window). Replies to customers who have contacted your business do not consume this limit.

Portfolio Scope (Important):
Message limits are now defined at the Business Portfolio level and are shared across all phone numbers connected to that portfolio.

Attention:
If you have multiple numbers under the same portfolio, usage is shared. A single number can exhaust the sending capacity of all others if not properly monitored.

Tier Structure

New business portfolios start with a restricted limit, which increases as the account is validated and actively used.

• Initial Tier: 250 messages per 24 hours
• Intermediate Tier: 2,000 messages per 24 hours
• Advanced Tier: 10,000 messages per 24 hours
• High Volume Tier: 100,000 messages per 24 hours
• Unlimited: No sending restrictions

How to increase the initial limit (from 250 to 2,000)

To move from the 250-message limit to 2,000, you must complete one of the adjustment paths below:

Option A (Verification):
Complete Business Verification in the Business Manager or request your solution provider (BSP) to perform the verification.

Option B (Sending History):
Send messages to 2,000 unique users within a 30-day period while maintaining a high quality rating.

Approval Process:
After meeting one of the requirements, Meta will review message quality.

• Approved: The limit increases immediately to 2,000. You will receive a notification (email/alert), and the business_capability_update webhook will be triggered.
• Denied: The limit remains at 250. An alert will be sent indicating what needs improvement (e.g., INCREASED_CAPABILITIES_ELIGIBILITY_DEFERRED).

How to increase to higher tiers (Automatic Adjustment)

Once your portfolio reaches the 2,000-message tier, subsequent increases (to 10k, 100k, and Unlimited) occur through Automatic Adjustment.

To move up a tier, your account must meet both criteria simultaneously over the last 7 days:

Quality:
The quality rating of your templates and phone numbers must be High.

Usage Volume (50% Rule):
Your business must have used at least 50% of the current message limit.

Example:
If your limit is 2,000, you must have messaged at least 1,000 unique users in the last 7 days.

If both criteria are met, the limit increase occurs within up to six hours.

How to check your current limit

To view your active sending limit:

Via Meta Business Suite (Visual):

1. Access the WhatsApp Manager
2. Go to Account Tools > Message Limits

Frequently Asked Questions (FAQ)

Why doesn’t my limit increase even though my business is verified?
The increase also depends on Quality. If your number quality is Low (red) or Medium (yellow), the system may block the upgrade. Check the quality dashboard.

I have two numbers in the same Business Manager. If one sends 250 messages, does the other stop working?
Yes, if the portfolio limit is 250. Since the limit is shared, usage by one number impacts the availability of others within the same business portfolio.

What happens if my increase request is denied?
You will receive an alert (via webhook or email) explaining the reason. Typically, you need to improve template quality or wait another 30 days while accumulating healthy message sending before trying again.