About Messaging Limits

Understanding messaging limits is crucial for effectively engaging with your customers through the WhatsApp Business API. The messaging limit refers to the maximum number of business-initiated conversations you can start in a rolling 24-hour period. A business-initiated conversation begins when the first message is delivered to a customer and concludes 24 hours later.

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

Messaging Limits Based on Verification Status:

• Unverified Business:
  You can initiate conversations with 250 unique customers in a rolling 24-hour period.
• Verified Business:
  The limits vary based on your tier:
  • Tier 0: 250 business-initiated conversations
  • Tier 1: 1,000 business-initiated conversations
  • Tier 2: 10,000 business-initiated conversations
  • Tier 3: 100,000 business-initiated conversations
  • Tier 4: Unlimited business-initiated conversations

Upgrading Tiers:

To upgrade between tiers, you must also maintain a quality rating of High or Medium. Here’s how the upgrades work:

• Tier 0 to Tier 1:
  Start a single business-initiated or reply to a user-initiated conversation.
• Tier 1 to Tier 2:
  Engage with 500 unique customers in a 7-day rolling period.
• Tier 2 to Tier 3:
  Engage with 5,000 unique customers in a 7-day rolling period.
• Tier 3 to Tier 4:
  Engage with 50,000 unique customers in a 7-day rolling period.

Maintaining a high quality rating is crucial for sustaining your tier level and enhancing your messaging capabilities.

What is a Rolling Period?

The rolling period is calculated based on the current date. For instance, if you initiated conversations with 499 unique customers 7 days ago and do not engage any additional customers, those 499 customer conversations will no longer count towards your limit as the period rolls forward. It's essential to keep this in mind to maintain your messaging capabilities effectively.