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Are there any limits to the number of messages you can send using the WhatsApp Business Platform?

In this article, we will explain the limits applied to the number of messages you can send using the WhatsApp Business Platform.

What are the limits applied to the number of messages you can send?

WhatsApp applies limits to the number of messages you can send based on a tier system. Every new account starts at tier 1 after passing the business verification process. You are automatically upgraded to the next tier based on the volume and quality of the messages you send. Conversely, you can be downgraded if more of your messages are reported or blocked by users.


Tier Messaging limit / 24h
Unverified trial tier 50 unique customers
Tier 1 1,000 unique customers
Tier 2 10,000 unique customers
Tier 3 100,000 unique customers
Tier 4 Unlimited unique customers
❗️ Important
If you've reached your sending limit, WhatsApp will mark your phone number as Restricted and block you from sending messages. This status is temporary and is updated after 24 hours.

How to upgrade to the next tier?

To upgrade to the next tier, you need to meet the following conditions:

  • Keep your quality rating above medium, and
  • The cumulative amount of users you send notifications to has to add up to twice your current messaging limit within a 7-day period.
➡️ For example
If you are currently in tier 1 with a limit of 1,000 unique recipients per 24 hours, you will need to send a message to more than 2,000 recipients in 7 days and to have a good reputation to automatically be upgraded to tier 2 and be able to send messages to up to 10,000 unique users per 24 hour period.

Once your account reaches this threshold, it will be moved to the next tier. To do so, you will need to send your daily limit of messages consecutively for two days at a minimum as it takes at least 48 hours to be able to move to the next tier.

Where can I find my messaging limits and quality rating?

You can find your quality rating and messaging limits for your WhatsApp Business account in your Facebook Business account:

  1. Log into your Facebook Business account.
  2. Go to Business settings > Accounts > WhatsApp Accounts.
  3. Select your WhatsApp account.
  4. In the Settings tab, click on WhatsApp Manager.

Messaging limits

In the Messaging column, you will find your current messaging limits.


Quality rating


In the Quality Rating column, you will find your current quality rating:

  • Green: High quality
  • Yellow: Medium quality
  • Red: Low quality
❗️ Important
If your quality rating changes or becomes low, you will receive an email notification and your account will be marked as Flagged in your Business Manager. With this status, you cannot be upgraded to the next messaging limits tier. If the message quality improves to a high or medium state for 7 continuous days, your status will return to Connected. If the quality rating doesn't improve, your status will still return to Connected, but you'll be placed in a lower messaging limit tier.

Best practices to maintain high quality

  • Make sure messages follow the WhatsApp Business Policy and Commerce Policy.
  • Only send messages to users who have opted in to receive messages from your business.
  • Make the messages highly personalized and useful to users. Avoid sending open-ended welcome or introductory messages.
  • Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.