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The WhatsApp Business API limits how many people you can start conversations with each day, based on your messaging tier and quality rating. Here's how the tiers work and how to move up.
Limits apply to business-initiated conversations with unique customers in a rolling 24-hour window. Meta may change these tiers; verify current values in Meta's documentation.
Your limit depends on your messaging tier, which applies to business-initiated conversations with unique customers in a rolling 24 hours: 250 (unverified), then 1K, 10K, 100K, and unlimited. Meta raises your tier automatically as you send quality messages to more users. Service replies within the customer window are not capped the same way.
It's a conversation you start using a template message (e.g., a broadcast or reminder). These count toward your daily unique-customer limit. Replies from customers open a service window during which you can respond more freely.
Complete Meta Business verification, then consistently send relevant, consented messages that keep a high quality rating. Meta auto-upgrades your tier when you approach your limit with good quality. Avoid spam and high block/report rates, which can lower your tier.
Meta assigns each number a quality rating (green/yellow/red) based on recipient feedback like blocks and reports. Poor quality can pause upgrades or reduce your limit. Sending consented, well-formatted, relevant messages keeps it healthy.
Limits are set by Meta, not ECODrIx. Connect helps you onboard to the official API, complete verification, and send well-structured template broadcasts — the practices that help Meta raise your tier — but the tier decision is Meta's.