Overview

Notice: Starting October 7, 2025, Meta changed their Messaging Limit behaviour from being calculated and set on a per-number basis to being set on a business portfolio basis, and being shared by all business phone numbers within each portfolio.
Existing business portfolios will have their messaging limit set to the highest limit of any phone number within their portfolio (e.g. if a portfolio has a phone number with a limit of 100K and other phone numbers with lower limits, the portfolio's limit will be set to 100K).

These changes result in:

• Faster access to higher limits, with upgrades within 6 hours (compared to the current 24 hours) and immediate access to the portfolio's limits for newly registered numbers.
• Greater flexibility, allowing you to have as many Senders as needed without requiring additional Senders to access higher limits, since all Senders share the portfolio's limit.
• Reduced administrative burden and operational costs, by minimizing the need for unnecessary Senders.

Once you have successfully registered a WhatsApp Sender on Twilio, you will be subject to Messaging Limits across the Senders of each WABA in your Meta Business Portfolio. Messaging limits are the maximum number of unique WhatsApp user phone numbers your business can deliver messages to, outside of a customer service window, within a moving 24-hour period.

Messaging limits are calculated and set at the business portfolio level and are shared by all Senders within your business portfolio. This means that if a business portfolio has multiple Senders, it's possible for one number to consume all of the business portfolio’s messaging capability within a given period.

If the Sender reaches the Messaging Limit, more conversations can be started as soon as one or more active conversations end. If you exceed the limit for your business portfolio, your messages will be undelivered with error 63018.

We recommend that you keep these limits in mind when your use case requires sending business-initiated messages to a large number of recipients. You should review the scaling paths below and consider this before planning large scale messaging events.

Twilio is unable to change a Sender's Quality Rating nor influence/request that your Messaging Limit be increased.

Note: A WhatsApp Sender’s Messaging Limits are not the same as a WhatsApp Sender’s Throughput, which is measured in Messages per Second (MPS). Default MPS for WhatsApp Senders is 80 MPS. Media and Text messages are dispatched from the same queue.

Product

Programmable Messaging 
 

Environment

legacy Twilio Console

What You Need To Know

WhatsApp Messaging Limits

Messaging limits are the maximum number of unique WhatsApp user phone numbers your business can deliver messages to, outside of a customer service window, within a moving 24-hour period. Newly created business portfolios have a messaging limit of 250, but this limit can be increased to:

• 2,000 (by completing a scaling path)
• 10,000 (via automatic scaling)
• 100,000 (via automatic scaling)
• Unlimited (via automatic scaling)

Scaling paths

• Verify your business
• Send 2,000 delivered messages outside of customer service windows to unique WhatsApp user phone numbers in a 30-day moving period, using templates with a high quality rating.

Once you complete one of these paths, Meta will analyze your message quality. Based on this analysis, your eligibility for automatic scaling will either be approved or denied.

If you are approved, Meta will immediately increase your business phone number's messaging limit to 2,000 and notify you by email and developer alert. Additional messaging limit increases will then happen automatically, via automatic scaling. If you are denied, Meta will keep your messaging limit at its current level and notify you by email and developer alert.

Automatic scaling

Once your business portfolio's messaging limit has been increased to 2,000, Meta will determine if it should be increased further according to the following criteria:

• You are sending high-quality messages across all of your business phone numbers and templates
• In the last 7 days, your business has utilized at least half of your current messaging limit

If this criteria is met, Meta will increase your business portfolio's limit by one level within 6 hours.

Quality Rating

Because WhatsApp encrypts messages, it relies on user feedback to measure the quality of messages. WhatsApp uses this feedback to track an internal "quality rating" for senders over the past seven days and is weighted by recency. Factors used to determine quality include user feedback signals like blocks, reports, mutes, archives, and reasons users provide when they block you.
In order to maintain high quality, WhatsApp recommends the following:

• Make sure messages follow the WhatsApp Business Policy.
• Only send messages to users who have opted into receiving messages from your business.
• Make the messages highly personalized and useful to users. Avoid sending open-ended welcome or introductory messages.
• Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.

Viewing a Sender's Current Quality and Messaging Limits

Your business phone number's current messaging limit is displayed in the WhatsApp Manager > Account tools > Messaging limits panel. You can access your WhatsApp Manager easily through the Senders page in Twilio Console by clicking on “Meta Business Manager ID”.

Fetch a Sender's Current Quality via API

You can use the Sender's API to fetch details such as Quality and Messaging Limits programmatically. The "messaging_limit" parameter of the Sender will reflect the business portfolio messaging limit. See here for more details.