WhatsApp Business API message limits

How WhatsApp Business API messaging limits work and how to scale tiers safely.

WhatsApp Business API enforces messaging limits (tiers) based on quality and volume. Higher tiers allow more customer-initiated and business-initiated conversations per day.

Key takeaways

Limits are tiered; good quality and volume help you move up.
High block rates or spam reports can lower your tier.
Warm up gradually with relevant, opted-in audiences.

How limits work

You start at a base tier with a capped number of business-initiated conversations per day.
Sending to more unique customers and keeping good quality can unlock higher tiers automatically.
User-initiated (service) conversations are typically not capped the same way.

Improving your tier

Send to opted-in, engaged contacts to reduce blocks.
Use relevant templates with clear value.
Monitor quality signals in your provider dashboard and adjust copy quickly.

Avoiding downgrades

Stop campaigns that trigger high blocks or spam reports.
Honor opt-outs immediately.
Review template content and targeting before large sends.

FAQs

Do message limits apply to service conversations?

Service (user-initiated) conversations are generally not capped like business-initiated ones, but check current Meta policies.

How do I know my current tier?

Check your provider/BSP dashboard; tiers are based on recent sending volume and quality.

Can my tier drop suddenly?

Yes, if quality drops due to blocks or spam reports. Improve content and targeting to recover.

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