Messaging limits determine how many unique customers 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 send messages to. It also does NOT apply to messages sent in response to a user-initiated message within a 24-hour period.
Messaging limits are divided into several tiers:
| Tier | Unique customers |
Explanation |
| Tier 1 | 1000 |
Allows your business to send messages to 1K unique customers in a rolling 24-hour period.
|
| Tier 2 | 10,000 |
Allows your business to send messages to 10K unique customers in a rolling 24-hour period. |
| Tier 3 | 100,000 |
Allows your business to send messages to 100K unique customers in a rolling 24-hour period. |
| Tier 4 | Unlimited | Allows your phone number to have unlimited business-initiated conversations in a rolling 24-hour period. |
The example below shows how the messaging limit applies for a Tier 1 number:
A business’ phone number will be upgraded to the next tier if:
- Its quality rating is not low, and
- The cumulative number of users it sends notifications to 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.
The charts below show examples of how a business might move to the next tier.
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.
Note that, if WhatsApp users provide negative feedback to Meta regarding your business' messaging (for example, if user report that they are being spammed by your business), Meta may reduce your tier rating. To avoid having your tier rating reduced, we recommend maintaining awareness of your current messaging limit, sending messages to no more than the allowed number of contacts within the messaging limit, and sending high-quality messages.
Learn how you can send WhatsApp messages to your customers easily and securely using the Sinch WhatsApp Business API.
