Messaging limits, also called messaging tiers, cap business-initiated conversations. A new number typically starts at a low tier, such as 250 unique customers per day, then climbs through higher tiers.
Moving up depends on two things: maintaining a healthy quality rating and consistently sending volume. As both improve, WhatsApp raises the tier, eventually allowing very large daily volumes.
A poor quality rating can freeze or even reduce the tier. For merchants planning big campaigns, it is worth confirming the current tier in advance so the send is not throttled.
