The WhatsApp Business Platform limits how many unique customers you can start conversations with in a rolling 24-hour period. These limits protect users from spam.
How limits work
- New numbers start with a lower limit.
- Limits can increase as you send to more people with good quality, and after business verification.
- The limit applies to business-initiated messages (templates), not replies within customer-started conversations.
Meta updates the exact tiers and rules from time to time; check current documentation or ask your provider.
What affects increases
- Business verification status.
- Quality rating. Read quality rating.
- Sending volume over recent days.
Plan campaigns around limits
- Schedule large broadcasts over several days if needed.
- Prioritise your most engaged customers.
- Clean your list first with our phone number cleaner.
Budget
Estimate costs of large sends with our broadcast cost calculator.
WhatsApp Business app limits
The app’s broadcast lists only reach contacts who saved your number, and have their own list size limits.
Want the full picture? This article is part of WhatsApp marketing: the complete guide, our in-depth guide with everything in one place.
