Messaging Limits

As per WhatsApp Terms, Messaging limits determine how many unique users your business can send messages to on a daily basis. This includes new conversations as well as existing conversations with users. The messaging limit does NOT limit the number of messages your business can send, just the number of users you are trying to message. It also does NOT apply to messages sent in response to a user-initiated message within a 24-hour period.

  • Tier 1: Allows your business to send messages to 1K unique customers in a rolling 24-hour period
  • Tier 2: Allows your business to send messages to 10K unique customers in a rolling 24-hour period
  • Tier 3: Allows your business to send messages to 100K unique customers in a rolling 24-hour period

Every new WhatsApp-enabled number is initialized at Tier 1. WhatsApp monitors message volume, and will automatically move customers between tiers based on the total number of unique recipients across the past 7 days. If you exceed the daily limit for your tier, your messages will be undelivered.

Because WhatsApp encrypts messages, it relies on user feedback to measure the quality of messages. WhatsApp uses this feedback to track an internal “quality rating” for senders that can affect how users are able to move between rate limiting tiers. Factors including the frequency rate of “report spam” and “block” on your sender may influence the quality rating.” Senders with the low-quality rating may not be eligible to move up in rate-limiting tiers.

A business’s phone number will be upgraded to the next tier if:

  • Its quality rating is not low, and
  • The cumulative amount of users it sends notifications adds up to twice its current messaging limit within a 7-day period.

Once the business reaches this threshold, it will be moved to the next tier. The minimum amount of time that this upgrade can occur is after 48 hours when the business is sending messages up to their current limit every day.

Example 1:- A business is upgraded from Tier 1 to Tier 2 when it messages a total of 2,000 users within a 7-day period.

Example 2: The chart explains the concept of messaging limit in a rolling 24-hour window.

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Important Announcement!

URGENT! Please register the 10-digit business phone number (e.g. 555-555-5555) that your organization uses to send texts to consumers in the U.S. Failure to register may cause heavy penalties and disruption to all your text messaging communications.