Messaging limits: 250, 2K, 10K, 100K and how to grow

Meta limits how many unique customers your business can start conversations with (template messages to people who did not message you first) in a rolling 24-hour window. The limit belongs to your business portfolio, so all its numbers share it. Replies inside an open conversation do not count.

The limits

• 250 — new business portfolios.
• 2,000 — after Meta business verification, or after 2,000 delivered messages to unique customers within 30 days with good quality.
• 10,000 → 100,000 → unlimited — raised automatically by Meta.

Your current limit and quality rating are shown on the channel card in Settings → WhatsApp. PayPerWA paces campaigns so they stay inside the limit instead of failing.

How Meta raises the limit

• Complete business verification in Meta Business Manager. This moves a portfolio from 250 to 2,000.
• Keep the quality rating Medium or High. Blocks and reports lower it.
• Message at least half your current limit of unique customers within 7 days with good quality. Meta then raises the limit to the next step; Meta decides when.

If the quality rating drops

Since October 2025 Meta no longer lowers the limit when quality falls, and the old "Flagged" status is gone. A Low rating does stop the limit from growing and can get the templates that draw complaints paused; repeated policy violations can restrict the account. Pause marketing for a few days and send only to engaged, opted-in contacts. The rating is based on the last 7 days, so it recovers as blocks and reports fall.