Messaging Limits
The maximum number of unique customers a business can message in a rolling 24-hour period, determined by quality rating and account tier.
How it works
Messaging limits define how many unique users you can initiate conversations with (via template messages) in a 24-hour period. New WhatsApp Business API accounts start at Tier 1 (1,000 unique users per day) and can progress through Tier 2 (10,000), Tier 3 (100,000), and Tier 4 (unlimited). These limits only apply to business-initiated conversations. There is no cap on responding to customer-initiated messages within the 24-hour session window. Tier upgrades happen automatically when you maintain a high quality rating and consistently approach your current limit. Messaging limits are a crucial planning factor for broadcast campaigns and marketing automation, as exceeding them means messages are queued until the next day.
Related terms
Quality Rating
A score Meta assigns to your WhatsApp phone number based on how recipients respond to your messages, directly affecting your messaging limits.
Tier Upgrade
The automatic promotion to a higher messaging limit when your account maintains good quality while approaching its current sending capacity.
Business-Initiated Conversation
A conversation started by a business sending a template message to a customer, billed at a higher rate than user-initiated conversations.
Broadcast
A feature that sends the same template message to a large list of contacts simultaneously, used for promotions, announcements, and re-engagement campaigns.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.