The messaging limit is the number of unique contacts you can message on your own initiative within a rolling 24-hour period. It increases progressively as your account proves itself to Meta.
One limit shared across all your numbers
Meta calculates the limit at the business portfolio level, not number by number. All numbers attached to the same portfolio share the same daily capacity.
If you manage several brands or several numbers in one portfolio, a large send on one of them can use up the capacity available to the others. Conversely, a number added to an established portfolio immediately benefits from the current limit.
The tiers
A newly created portfolio starts at 250 unique contacts per 24 hours. The successive tiers are:
2,000 unique contacts / 24 h
10,000 unique contacts / 24 h
100,000 unique contacts / 24 h
Unlimited
Leaving the starting tier
To move from 250 to 2,000, Meta offers two main paths:
Verify your business portfolio on Meta. This is the most direct path.
Send 2,000 delivered messages to unique contacts, outside of customer service windows, over a 30-day period, with good-quality templates.
Once one of these paths is completed, Meta reviews the quality of your messages before approving or denying the increase. If it is denied, your limit stays at its current level.
For verification, follow our guide: Verify your Business Manager account on Meta.
Automatic progression
Once the 2,000 tier is reached, the next increases are automatic. Two conditions must be met:
High message quality across all your numbers and templates.
Having used at least half of your current limit over the last 7 days.
When these criteria are met, Meta raises your limit by one tier within 6 hours. Since the evaluation is frequent, an active and healthy account can move up several tiers in a short time.
Example: going from 2,000 to 10,000
With a limit of 2,000, you need to reach at least 1,000 unique contacts over 7 days while keeping good account quality. The same logic applies to go from 10,000 to 100,000, with a target of 5,000 unique contacts.
The role of account quality
Quality drives the whole progression. Meta only raises your limit if your messages are of good quality: degraded quality blocks your current tier until it returns to a satisfactory level.
Increasing volume never compensates for poor quality: sending more to a low-engagement audience produces the opposite of the intended effect. To learn more: Understanding WhatsApp account quality.
When the limit is reached
Kanal stops the campaign being sent as soon as the limit is reached. Sending then resumes once the limit is available again over the rolling 24-hour period.
Where to check your limit
In Kanal: the "Messages X / Y" counter at the bottom left of the interface shows this number's usage over the last 24 hours (X) against your current limit (Y). Note: X only counts this number's sends, while the limit is shared by the whole portfolio. If other numbers in the same portfolio send messages, the capacity actually available is lower than the counter shows. At the Unlimited tier, the limit is displayed as 999 999.
In Meta's WhatsApp Manager: Account tools then Messaging limits.