The limit only counts messages sent outside a customer service window, in practice template messages to people who have not written in the last 24 hours. Replies to customers are not capped. Since October 7, 2025, the limit is set for the whole business portfolio and shared by all its phone numbers, not per number.
Going from 250 to 2,000 requires one of three paths listed by Meta: verify the business, have a partner verify it, or send 2,000 delivered messages outside customer service windows to unique users within 30 days, using templates with a high quality rating. Meta then reviews message quality and approves or denies the increase.
Above 2,000, increases are automatic: if the business sends high-quality messages across all its numbers and templates and has used at least half of its current limit in the last 7 days, the limit moves up one level within 6 hours. A drop in quality rating no longer lowers the limit.
The current limit is shown in WhatsApp Manager, under Account tools, Messaging limits. It is worth checking before a large send: a WhatsApp campaign to more people than the limit allows will not reach everyone on the first day.
