# Broadcast Messaging Limits

Messaging limits are the maximum number of business-initiated conversations (conversations opened as a result of sending a marketing, utility, or authentication template to a WhatsApp user) a business phone number can open in a 24-hour moving period.

Business phone numbers are initially limited to 250 business-initiated conversations in a 24-hour moving period, but this limit can be increased.

### Increasing Your Limit <a href="#increasing-your-limit" id="increasing-your-limit"></a>

Messaging limits can be increased to the following:

* 1K business-initiated conversations
* 10K business-initiated conversations
* 100K business-initiated conversations
* An unlimited number of business-initiated conversations

You can increase your messaging limit to 1K on your own using the following methods. Higher limits, however, can only be achieved through [automatic scaling](https://developers.facebook.com/docs/whatsapp/messaging-limits/#automatic-scaling), which happens after your limit has been increased to 1K.

Note that in order for your business phone number to be eligible for an increase, it must have a [connected status](https://developers.facebook.com/docs/whatsapp/cloud-api/phone-numbers#phone-number-status), and if your business phone number has a [low quality rating](https://www.facebook.com/business/help/896873687365001), it may continue to be limited to 250 business-initiated conversations until its quality rating improves.

#### Business Verification <a href="#business-verification" id="business-verification"></a>

Submit your business for [business verification](https://www.facebook.com/business/help/2058515294227817). If your business is approved, we will analyze your [messaging quality](https://developers.facebook.com/docs/whatsapp/messaging-limits/#messaging-quality) to determine if your messaging activity warrants an increase to your messaging limit. Based on this analysis, we will then either [approve](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-approvals) or [deny](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-denials) a messaging limit increase.

#### Identity Verification <a href="#identity-verification" id="identity-verification"></a>

If you submit your business for verification and are approved, you may be asked to [verify your identity](https://www.facebook.com/business/help/587323819101032).

If you are asked to verify your identity, the [**WhatsApp Manager**](https://business.facebook.com/wa/manage/home/) > **Overview** > **Limits** panel will display the following notification:

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/434964057_736150265365803_7672210118367548928_n.png?_nc_cat=105\&ccb=1-7&_nc_sid=e280be&_nc_ohc=LVap1qKP0wIQ7kNvgF3oPXd&_nc_oc=AdhshVKBYecTVk3UXGnEMJPowPltWThG-Ra-0InOwGHHTBvL80gKaFKBjJpiYU-tPojDCtF8yzZHI34bCUbzKhVa&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYDHqjdBg_oNWAErXKZXe1BgZMUxZ8mo1ynvENfNxWYzAg\&oe=67C98109)

In addition, an [account\_alerts](https://developers.facebook.com/docs/whatsapp/business-management-api/webhooks/components#account-alerts) webhook with `alert_type` set to `INCREASED_CAPABILITIES_ELIGIBILITY_NEED_MORE_INFO` will be triggered.

If you complete identity verification and your identity is confirmed, we will [approve](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-approvals) a messaging limit increase. If your identity is not confirmed, we will [deny](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-denials) a messaging limit increase, and the [**WhatsApp Manager**](https://business.facebook.com/wa/manage/home/) > **Overview** > **Limits** panel will display one the following notifications:

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/434859503_2219483688412085_6540459678267351471_n.png?_nc_cat=110\&ccb=1-7&_nc_sid=e280be&_nc_ohc=Fgb9JFlOsvMQ7kNvgFEWDRx&_nc_oc=AdhaLi9jootOfy4LigUz_8Yw-qav9G1s3KMWIqC0D6tkch1gmjZlD672flSpENfIpRuDakVz2XFkkkrJAPB_n9sW&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYBECQ08iSdohNvh2Mbo4fr6DfnqrfzXekp8oSjn1AY1cg\&oe=67C99504)

![](https://scontent.fccj6-1.fna.fbcdn.net/v/t39.2365-6/434978802_1806722046497938_5835622108179652641_n.png?_nc_cat=111\&ccb=1-7&_nc_sid=e280be&_nc_ohc=wQuM2cIEv0gQ7kNvgG2K2sZ&_nc_oc=AdhieUMHxRlV-3mKkj8FHxo44A2CAhQNgkwD1ySLuSyu_fDwZdeMd-3PrJrNoaLBt5kscvXgNw3SiL-Dt8Olvqhi&_nc_zt=14&_nc_ht=scontent.fccj6-1.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYDOvQD8lvQxpM1KLJdikOuloopA7NZg8yNBacbQJnwRJw\&oe=67C98BE8)

#### Open 1K Conversations in 30 Days <a href="#open-1k-conversations-in-30-days" id="open-1k-conversations-in-30-days"></a>

Open 1,000 or more business-initiated conversations in a 30-day moving period using templates with a [high quality rating](https://www.facebook.com/business/help/896873687365001) rating. Once you reach this threshold, we will analyze your [messaging quality](https://developers.facebook.com/docs/whatsapp/messaging-limits/#messaging-quality) to determine if your messaging activity warrants an increase to your messaging limit. Based on this analysis, we will then either [approve](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-approvals) or [deny](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-denials) an increase.

#### Send High-Quality Messages <a href="#send-high-quality-messages" id="send-high-quality-messages"></a>

If you are rejected for business or identity verification, ensure that you are sending high-quality messages. We will periodically reevaluate your messaging activity and quality and based on this analysis, may [approve](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-approvals) an increase.

Here are some guidelines for sending high-quality messages:

* Make sure messages follow the [WhatsApp Business Messaging Policy](https://business.whatsapp.com/policy?fbclid=IwZXh0bgNhZW0CMTEAAR1mghk2CRM_laOL78r8-pN5OxdFvlrtOZNakB-DjYQzQjnXyE9bm4whdrM_aem_zpUv6Po6P1WFu6CbjoxliQ).
* Only send messages to users who have opted into receiving messages from your business.
* Make the messages highly personalized and useful to users. Avoid sending open-ended welcome or introductory messages.
* Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.

#### Request an Increase <a href="#request-an-increase" id="request-an-increase"></a>

If you completed business verification or identity verification, or have met the 1K conversations in 30 days threshold, but are still limited to 250 business-initiated conversations, you can open a direct support ticket and request a messaging tier upgrade (**Ask a Question** > **WABiz: Phone Number & Registration** > **Request type** > **Request a Messaging Tier Upgrade**).

Based on your support submission and [messaging quality](https://developers.facebook.com/docs/whatsapp/messaging-limits/#messaging-quality), we will either [approve](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-approvals) or [deny](https://developers.facebook.com/docs/whatsapp/messaging-limits/#increase-denials) an increase.

### Increase Approvals <a href="#increase-approvals" id="increase-approvals"></a>

If we approve a messaging limit increase, we will increase your business phone number's messaging limit to 1K and notify you by email and developer alert. In addition, a [business\_capability\_update](https://developers.facebook.com/docs/whatsapp/business-management-api/webhooks/components#business-capability-updates) webhook will be triggered with the `max_daily_conversation_per_phone` property indicating the new limit.

Once approved, your business phone number will be eligible for [automatic scaling](https://developers.facebook.com/docs/whatsapp/messaging-limits/#automatic-scaling).

### Increase Denials <a href="#increase-denials" id="increase-denials"></a>

If we deny a messaging limit increase, we will keep your business phone number's messaging limit at its current level and notify you by email and developer alert. In addition, an [account\_alerts](https://developers.facebook.com/docs/whatsapp/business-management-api/webhooks/components#account-alerts) webhook will be triggered, with the `alert_type` and `alert_description` properties indicating alternate methods you can pursue to increase your limit.

| `alert_type` Value                                  | Action you can take                                                                                                                                                                                                                                               |
| --------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| `INCREASED_CAPABILITIES_ELIGIBILITY_DEFERRED`       | [Send high-quality messages](https://developers.facebook.com/docs/whatsapp/messaging-limits/#send-high-quality-messages) or [open 1K conversations in 30 days](https://developers.facebook.com/docs/whatsapp/messaging-limits/#open-1k-conversations-in-30-days). |
| `INCREASED_CAPABILITIES_ELIGIBILITY_FAILED`         | [Request an increase](https://developers.facebook.com/docs/whatsapp/messaging-limits/#request-an-increase) or [open 1K conversations in 30 days](https://developers.facebook.com/docs/whatsapp/messaging-limits/#open-1k-conversations-in-30-days).               |
| `INCREASED_CAPABILITIES_ELIGIBILITY_NEED_MORE_INFO` | Complete [identity verification](https://developers.facebook.com/docs/whatsapp/messaging-limits/#identity-verification) or [open 1K conversations in 30 days](https://developers.facebook.com/docs/whatsapp/messaging-limits/#open-1k-conversations-in-30-days).  |

### Automatic Scaling <a href="#automatic-scaling" id="automatic-scaling"></a>

Once your business phone number's messaging limit has been increased to 1K business-initiated conversations, each time you use it to open a business-initiated conversation, we will determine if your limit should be increased according to the following criteria:

* your business phone number is [connected](https://developers.facebook.com/docs/whatsapp/cloud-api/phone-numbers#phone-number-status)
* your business phone number quality rating is **Medium** or **High**
* in the last 7 days, your business phone number has been used to open X or more business-initiated conversations, where X is the business phone number's current messaging limit, divided by 2

If your business phone number meets all conditions, we will increase its limit by one level, 24 hours later. If its quality rating has been set to **Flagged** for the last 7 days, however, we will decrease its limit by one level, immediately.

#### Examples <a href="#examples" id="examples"></a>

Messaging limit increased from 1K to 10K in 2 days:

|                                                        | Day 1 | Day 2 | Day 3 | Day 4 |
| ------------------------------------------------------ | ----- | ----- | ----- | ----- |
| Business-initiated conversations opened                | 500   | 500   |       |       |
| Business-initiated conversations opened in last 7 days | 500\* | 1,000 |       |       |
| Messaging limit                                        | 1K    | 10K   |       |       |

\* If the 500th conversation is opened at 3pm (for example), the messaging limit is increased at 3pm the following day (i.e. 24 hours later).

Messaging limit increased from 1K to 10K in 4 days:

|                                                        | Day 1 | Day 2 | Day 3 | Day 4 |
| ------------------------------------------------------ | ----- | ----- | ----- | ----- |
| Business-initiated conversations opened                | 100   | 200   | 200   | 300   |
| Business-initiated conversations opened in last 7 days | 100   | 300   | 500\* | 800   |
| Messaging limit                                        | 1K    | 1K    | 1K    | 10K   |

\* If the 500th conversation is initiated at 7pm (for example), the messaging limit is increased at 7pm the following day (i.e. 24 hours later).

### Reaching Your Limit <a href="#reaching-your-limit" id="reaching-your-limit"></a>

If you reach your messaging limit, you can initiate more conversations as soon as one or more active conversations end. For example:

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/434203381_1088685875582118_3301802602636992403_n.png?_nc_cat=103\&ccb=1-7&_nc_sid=e280be&_nc_ohc=VmAOkdA5qmAQ7kNvgG13HtK&_nc_oc=AdgPFKxNeKF8kjGNM0jGRQbXym-AVRvY6EQtxt7l8aUSNVEI9JBtYxnAcdY537litFrbHt7KUHFGqw65iwEPHYcU&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYAyxtNGyS-plgQxjIDnmL_einNquz28g4hbkII4T6XNsQ\&oe=67C98199)

### Checking Your Limit <a href="#checking-your-limit" id="checking-your-limit"></a>

Before your business phone number's messaging limit has been increased to 1K business-initiated conversations, the [**WhatsApp Manager**](https://business.facebook.com/wa/manage/home/) > **Overview** > **Limits** panel displays helpful information about what you can do to increase your limit.

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/434968789_794493926019183_2681942758954426594_n.png?_nc_cat=105\&ccb=1-7&_nc_sid=e280be&_nc_ohc=cdgEs1JstnwQ7kNvgHjYjpk&_nc_oc=Adgfy-9iDrP0m7UjdOhVfVj-R-JNaP--a94kDx_e592dGt5rHjpqjcKLVz7ZelB1BLbMfCgY7-dWyYQJ1ivgjMFy&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYBxgEMMvgEGk00qsdrCzEzKv7Ncz-GrVHWfovDszfu5Ww\&oe=67C977C7)

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/434810227_788274456269328_1735594625655197141_n.png?_nc_cat=103\&ccb=1-7&_nc_sid=e280be&_nc_ohc=0bluEPMe5tIQ7kNvgEjeevD&_nc_oc=Adj0KRcrcp-thmF9ivkSeqtzoBUXWEKKvT23hvjYctU4fbmwSO8cfFz1ZilFnt4iJYPjO2fInrqUDIeYZ1GoLM7C&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYADzNh3hILCaZfxGMxDJ9XTLFiMd6zamKNR_uP4V46ARA\&oe=67C9751C)

After your business phone number's messaging limit has been increased, the [**WhatsApp Manager**](https://business.facebook.com/wa/manage/home/) > **Account tools** > **Insights** panel will display your business phone number's new limit, including new limits that have been increased as a result of [automatic scaling](https://developers.facebook.com/docs/whatsapp/messaging-limits/#automatic-scaling).

![](https://scontent.fccj6-2.fna.fbcdn.net/v/t39.2365-6/354555723_1304614063804364_7780175792662997155_n.png?_nc_cat=110\&ccb=1-7&_nc_sid=e280be&_nc_ohc=qGBByFXOucoQ7kNvgE74glN&_nc_oc=AdhfbyEMhIGIU5i0j_UqSpLOcUkSe-T0CXGpvv2Y0CdIwRAwinr9zncPf0WYyilwfZ0G87fIEZoaxsGgIjrwSDMC&_nc_zt=14&_nc_ht=scontent.fccj6-2.fna&_nc_gid=AFS1XMjeBWbt5Wfc4poAUCi\&oh=00_AYCbe_KlKWz9re2GaIUqfktaUVNNstErjYnLrOJi0JEsiw\&oe=67C968AB)

### Messaging Quality <a href="#messaging-quality" id="messaging-quality"></a>

Your messaging quality is based on how messages have been received by recipients over the past seven days and is weighted by recency. It is determined by a combination of quality signals from conversations between you and WhatsApp users. Examples include user feedback signals like blocks, reports and the reasons users provide when they block a business.

Your business phone number's status, quality rating, and messaging limits are displayed in the [**WhatsApp Manager**](https://business.facebook.com/wa/manage/home/) > **Account tools** > **Phone numbers** panel.

Note that it is normal for numbers with high traffic to experience quality changes within short intervals (even within minutes).

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