Your messaging limit caps the number of unique customers you can start a conversation with in a rolling 24-hour window. It is not a cap on messages: sending five messages to one customer counts as one customer, and replies you send inside a 24-hour customer service window don’t count at all.
The tiers #
| Tier | Unique customers per rolling 24 hours |
|---|---|
| Tier 1 | 1,000 |
| Tier 2 | 10,000 |
| Tier 3 | 100,000 |
Every new number starts at Tier 1. Your current limit is shown as Messaging Limit under WhatsApp > Connections.
How to move up #
Upgrades are automatic when both conditions are met:
- Your quality rating is not Low, and
- you have messaged twice your current limit in unique customers within 7 days. Moving from Tier 1 to Tier 2 means reaching 2,000 unique customers in that window.
The earliest an upgrade can happen is after 48 hours of sending up to your limit every day.
Planning around it #
- Check your limit before building the recipient list.
- Split a larger list across days, or use SMS or RCS for the overflow.
- Grow deliberately: send close to your limit on consecutive days with healthy quality, rather than one huge burst.
Pushing volume with a Low rating achieves nothing, because quality blocks the upgrade however much you send.
Source: Meta: Capacity, Quality Rating and Messaging Limits. Meta changes these rules from time to time, so check the source if something looks different in your account.