WhatsApp Message Level Upgrading Standard Process
Change Notice
Starting October 7, 2025 , messaging limits will be changed to be calculated and set based on business asset portfolios and will be shared by all business phone numbers in each asset portfolio.
The messaging limit for an existing business portfolio will be set as the maximum limit for any phone number in that portfolio (for example, if a phone number in a portfolio has a messaging limit of 100,000, and other phone numbers have messaging limits below that value, then the messaging limit for that portfolio will be set to 100,000).
These changes will result in: Faster limit increases: Upgrade time will be reduced from the current 24 hours to 6 hours, and newly registered numbers will immediately access the portfolio's maximum limit. Greater flexibility: You can equip multiple phones as needed without needing to use more phones to increase your messaging limit, as all phones share the portfolio's limit. Reduced need for unnecessary phone numbers, easing administrative burdens and lowering operating costs.
| Before October 7, 2025 | From October 7, 2025 | |
| Where are the limits set? | On each business phone number. For example, phone number A might have a limit of 10,000 messages, while phone number B might have a limit of 100,000 messages. | On each business asset portfolio. For example, an asset portfolio with two business phone numbers might have a limit of 100,000 entries, with the two phone numbers sharing the 100,000-entry limit. |
| Initial limit for new business asset portfolio | not applicable | 250 |
| Initial limit for newly registered phone numbers | 250 | Message limits for shared business asset portfolios. |
| Limits when automatic expansion conditions are met | 1,000 | 2,000 |
| Time to increase limit through automatic capacity expansion | The limit will be increased 24 hours after the conditions are met. | The limit will be increased 6 hours after the conditions are met. |
| Telephone quality status | A phone number quality rating may be displayed. If your business phone number quality rating has been marked as "marked" for the past 7 days, we will immediately lower your limit by one level. | The phone number quality status will no longer be marked. If your business phone number quality score drops, its messaging limit will not be downgraded accordingly. |
| Automatic expansion conditions | Your business phone number is linked to a quality rating of medium or high. Your company has used at least half of its current messaging limit within the past 7 days. | You send high-quality messages using all business phone numbers and templates. Your company has used at least half of its current messaging limit in the past 7 days. |
Message Limit Explanation
The message limit refers to the maximum number of unique WhatsApp user phone numbers a merchant can send messages to outside of customer service hours within a 24-hour period.
Message limits are calculated and set at the business portfolio level, and all business phone numbers in a portfolio share the same message limit. This means that if a business portfolio has multiple business phone numbers, one phone number may consume the entire message limit of the portfolio within a given time period.
The message limit for newly created business asset portfolios is 250, but this limit can be increased to: 2,000, 10,000, 100,000, or unlimited.
Increase message limit
Increased from 250 to 2,000
By completing one of the extension paths below , you can increase your message limit to 2,000. Afterward, if you qualify for automatic extension , we will automatically increase your limit to the next level.
Extended path:
- Verification Company
- Have a Business Solution Provider (BSP) validate your company.
- Over a consecutive 30-day period, 2,000 delivery template messages were sent to unique WhatsApp user phone numbers outside of customer service hours using high-quality rated templates .
Once you complete one of these paths, Meta will analyze the quality of your messages. Meta will use this analysis to determine whether to approve or deny your phone number's eligibility for auto-expansion.
Upgrade from 2,000 to the next level
After your business portfolio message limit is increased to 2,000, Meta will determine whether the limit should be further increased based on the following criteria:
- You send high-quality messages using all business phone numbers and templates.
- Your business has used at least half of your current messaging limit in the past 7 days.
If these conditions are met, Meta will raise the limit of your portfolio by one level within 6 hours.
For example:
For example, if the current message limit is 2,000, and you have sent template messages to at least 1,000 unique WhatsApp users within 7 days, and these are high-quality template messages, Meta will increase the message limit to 10,000 within 6 hours. And so on.
View message limits
Through Meta Business Suite
Your business phone number's current messaging limit is displayed in the WhatsApp Management Tools > Account Tools > Messaging Limits panel: