Overview
Messaging limits determine the maximum number of business-initiated conversations you can initiate using each of your phone numbers in a rolling 24-hour period. A business-initiated conversation begins when the first template message is delivered to a customer and ends 24 hours later.
Business phone numbers without a connected status and an approved display name are limited to 250 business-initiated conversations in a rolling 24-hour period. This includes all business phone numbers of an unverified business, since these numbers cannot receive display name approval until the business is verified.
Business phone numbers with a connected status and approved display name can initiate conversations with the following number of unique customers in a rolling 24-hour period:
1K unique customer
10K unique customers
100K unique customers
An unlimited number of unique customers
This amount starts at 1K unique customers and scales automatically based on phone number status, phone number quality rating, and how often you initiate conversations with unique customers.
Note that if you meet these requirements but your business phone number has a low-quality rating, you may continue to be limited to 250 business-initiated conversations until its quality rating improves.
Rate Limiting for Cloud Message API Calls
Each WhatsApp Business Account (WABA) has a call count rate limit. Each call made by your app to any of a WABA's business phone numbers counts against its limit.
The current limit is 11,880,000 calls per rolling hour for a given WABA.
For example, within a one-hour period, your app could make 11.8M calls using WABA A and another 11.8M calls using WABA B. Or, within a one-hour period, your app could make up to 11.8M total calls using a combination of different numbers owned by a single WABA.
If you reach your limit, the API will respond with error code 80007.