Rate limit


WhatsApp V2 has rate limits (from Meta/Facebook side). please read the following information carefully so you can better prepare the code while building the solution for your customers.


Daily rate limit rules

  1. Every new phone number starts with a daily 250 business initiated conversations. this means that you can start up to 250 new conversations with WhatsApp numbers in 24 hours time. if a customer starts the conversation and not your business, you can reply to unlimited conversations. the 250 per 24 hours is only when you start the conversation with your customers (in other words - its 250 conversations per 24 hours that started with a template message).

  2. You can move from 250 / day to 2000 per day if one of the next happens:

  • You verify your business on Facebook. if your business is already verified, you will move to 2000 automatically you can send the link for business verification if you wish to help your client verify their business but this process must be done by the business side. (Click here to go to business verification page)

  • Start 1000 business-initiated conversations over 7 consecutive days with unique customers, and not getting spam reports.


Once you meet one of them, you will be switched to 2000 conversations per 24 hours.

  1. You can move from 2000 / 24 hours to 10,000 / 24 hours if you open at least 1000 new business initiated conversations in 7 consecutive days. after getting to this limit, wait 6 hours and 10,000 will be opened for you (assuming of course you keep high quality non-spam reports templates).

  2. You can move from 10,000 / 24 hours to 100,000 / 24 hours if you open at least 5,000 new business initiated conversations in 7 consecutive days. after getting to this limit, wait 6 hours and 100,000 will be opened for you (assuming of course you keep high quality non-spam reports templates).

  3. You can move from 100,000 / 6 hours to UNLIMITED / 24 hours if you open at least 50,000 new business initiated conversations in 7 consecutive days. after getting to this limit, wait 6 hours and unlimited will be opened for you (assuming of course you keep high quality non-spam reports templates).


Moving forward in the daily rate limit is done automatically 24 hours after reaching the threshold.

Important note

Starting November 2025, Meta is counting the limit per business and not per phone number.

What it means for you? it means that all your phone numbers under the same business manager is counted together to reach the daily limit to move to the next tier (250->2000->10,000->100,000->unlimited so once you reach there, all of the phone numbers in that business manager are upgraded.

As a result of this, the daily limit is also shared between all phone number in the business. it means that if your business has two phone numbers, and the business capability is 250 per day, and one phone number reached to 250 in a given day, it means that the other phone number won't be able to send new business templates until 24 hours has passed. To conclude: all phone numbers under the same business share the same limit together, for the good and for the bad.


Messaging rate limit rules

  1. Every WhatsApp API number has a default sending rate limit of 80 messages (of any kind - templates / messages / files) per second. this means that every WhatsApp number can send up to 80 messages per second in total (incoming messages don't count under this limit).

  2. You can move from 80 messages per second to 1000 messages per second if all this cases happens:


  • You must be reach the UNLIMITED daily rate limit (as explained on item 5 above).

  • You did not receive any spam reports for the last 7 days.

    You will get this 1000 per second automatically when both of the above happens.

    • You can send up to 10 messages (of any kind - templates / messages / files) per minute to the same phone number. This is to avoid sending too much messages to the same WhatsApp client. There is a small exception to that. you can "borrow" the capacity from the next minutes for up to 45 messages. For example, on normal scenarios you can send 10 messages in 1 minute to the same phone number. lets assume you want to send 45 messages now, you will be able to do that, but after that 45 messages you will have to wait 4.5 minutes to send the next message. For easy calculations, you can consider the rate limit of 0.17 messages per second to the same phone number. the rate limit error will be received as a webhook later on).


    • You can send up to 2 marketing templates to the same phone number in a 24 hours time. Meta is also calculating the entire marketing template that an end user WhatsApp number received recently (not only from you, in general from anyone), and might even lower the 2 marketing templates for that end user, in order to avoid the WhatsApp users of receiving too much marketing in the WhatsApp platform. a webhook with error will received when this happens. this doesn't apply to utility templates or normal messages within the 24 hours session time.

Phone numbers limit rules

1. A verified business is allowed for up to 20 phone numbers (20 WhatsApp API accounts). most businesses don't need more than 3, so you have more than enough here. if you need more than 20, contact our support.

2. A non verified business can only have 2 phone numbers under his business manager. if your the business reaches the 2000 messages per day, you have the same limit as a verified business - up to 20 numbers.


If you have more questions regarding this, please contact support.