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WhatsApp limits how many business-initiated conversations a WABA phone number can open per rolling 24-hour period. New accounts start at 250. As your account establishes a track record of high-quality messaging, the limit scales up automatically. Your quality rating (based on customer feedback) determines whether your limit grows or shrinks.

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The messaging limit tiers

These limits apply only to business-initiated conversations (when you send a template to start the conversation). Replies to incoming messages are not capped.

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How to move from 250 → 2,000

Verify your business in Meta Business Manager and submit the required business documents. Once verified, you become eligible for Tier 1.

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How to move from 2,000 upward (automatic scaling)

Meta scales you up automatically when all of the following are true over a rolling 7-day period:
  1. You have started at least 250 unique conversations.
  2. Your quality rating is High or Medium (green or yellow).
  3. You have maintained your current tier for at least 48 hours.

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Quality rating

Meta grades your phone number’s message quality based on customer feedback (blocks, reports, opt-outs):

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Checking via API

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Messaging limits dashboard

The Messaging Limits panel showing the current tier and the upgrade path to 2,000 / 10,000 / 100,000.

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Frequently asked

New WhatsApp Business accounts start at the 250 business-initiated conversations per day tier. Verify your business in Meta Business Manager to move to the 2,000 tier, then automatic scaling takes over from there.
First, verify your business (250 → 2,000). After that, scaling is automatic — maintain a high or medium quality rating, send 250+ conversations in 7 days, and hold the tier for 48 hours.
It’s Meta’s measure of how well your messages are received. If customers are blocking or reporting your number, your rating drops (yellow → red) and your messaging limit can be reduced. Keeping it green ensures eligibility for higher tiers.
Use the Graph API with the whatsapp_business_manager_messaging_limit field for the limit and quality_score for the rating. See the API calls above.

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Gotchas & common mistakes

  • Limits apply only to business-initiated conversations — if a customer messages you first, you can reply freely inside the CSW; that doesn’t count against your daily limit.
  • Quality rating is per phone number, not per WABA — if you have multiple phone numbers, each has its own rating and limit.
  • Red rating doesn’t immediately drop your tier — Meta gives a warning period. But continued red rating will reduce your limit. Fix message quality fast. See Conversation categories & pricing.