WhatsApp messaging limits
Check your portfolio's messaging limit, understand scaling, and find the appropriate support route.
Meta's messaging limit is the maximum number of unique WhatsApp user phone numbers your business can deliver messages to outside the customer service window within a moving 24-hour period. It is shared by all business phone numbers in the same business portfolio.
The limit is not a count of individual messages or a separate allowance for each phone number. One number can use the portfolio's available allowance.
Check your current limit
In WhatsApp Manager, open Account tools, then Messaging limits. Use the limit and scaling status shown for your portfolio when planning a broadcast.
Meta's messaging-limit documentation lists these levels, checked on 19 October 2026:
| Level | How Meta describes it |
|---|---|
| 250 | Starting limit for newly created business portfolios. |
| 2,000 | Available after completing an eligible scaling path and receiving approval. |
| 10,000 | Available through automatic scaling. |
| 100,000 | Available through automatic scaling. |
| Unlimited | Available through automatic scaling. |
Your actual allowance depends on your account's status. Use the live value in WhatsApp Manager if it differs from an older guide or screenshot.
Become eligible for a higher limit
Meta lists three paths toward the 2,000 level:
- Verify the business.
- Have an eligible onboarding partner verify the business.
- Deliver 2,000 messages outside customer service windows to unique WhatsApp user phone numbers within a moving 30-day period, using templates with a high quality rating.
Follow the path available to your business. Meta reviews message quality before approving eligibility. Only message recipients who opted in; do not send unwanted messages to meet an activity threshold.
After the portfolio reaches 2,000, Meta checks whether it is sending high-quality messages across its numbers and templates, and whether it used at least half its current limit in the last seven days. Meta says a qualifying portfolio increases one level within six hours. Check your account's actual status before relying on a higher allowance.
Other limits can affect delivery
An available portfolio allowance does not guarantee that every marketing message will be delivered. Meta also applies per-user marketing template limits based on the recipient's recent engagement and inbox activity.
If a marketing template fails with error 131049, Meta's current guidance is to wait at least 24 hours before retrying. Repeated attempts within that period can cause further delivery restrictions for that recipient.
As checked on 19 October 2026, Meta also states that marketing templates are not delivered to United States phone numbers, identified by the +1 country code and a US area code. Review the linked guidance before planning an international campaign.
When to contact support
Check the account's verification tasks, quality information, scaling status, and any rejection notice first. A support request does not guarantee a limit increase.
If you have Enterprise Developer access and need help with portfolio-based messaging limits, Meta's limits-change guidance identifies Direct Support, topic WABiz: Account & WABA, and request type Messaging Limits. Select the correct business account. This route depends on your support access; use the support options available in your Meta account.
For the sending steps, see Send a WhatsApp broadcast.