WhatsApp Broadcast Limits and Messaging Tiers Explained
New API numbers start with a modest daily limit on business-initiated conversations. Meta raises it automatically as you send consistently with good quality, and drops it just as fast when users complain.
How the tiers work
Limits apply to unique customers you start conversations with in a rolling 24 hours. Replies to inbound messages are not capped the same way.
- Tier 1 — 1,000 unique customers per day
- Tier 2 — 10,000
- Tier 3 — 100,000
- Tier 4 — unlimited, subject to quality
Quality rating drives everything
Green, yellow and red ratings reflect how users react to your messages. Blocks and 'report' taps push you toward red, which triggers throttling and can pause template sending entirely.
How to upgrade tiers safely
Volume plus quality equals promotion. Grow gradually and keep engagement high.
- Send to your most engaged segments first
- Increase daily volume in steps, not tenfold jumps
- Remove non-responders after three ignored campaigns
- Make opting out easy — a quiet unsubscribe beats a block
If you get throttled
Pause marketing sends, keep utility and service messaging running, clean the list and resume at lower volume. Ratings usually recover within a week of good behaviour.
FAQ
Questions people ask about this
Short, practical answers.