Meta is making a big change to how messaging limits work on WhatsApp Business. Starting October 7, 2025, your business will no longer be limited on a per-phone-number basis. Instead, a single messaging limit will be applied to your entire business portfolio.
If you manage multiple numbers or plan to scale, this update will simplify things. Let’s break it down so you know what’s changing, why it matters, and how to prepare.
What Are WhatsApp Messaging Limits?
WhatsApp messaging limits how many unique users your business can message in 24 hours using the WhatsApp Business API.
These limits help Meta ensure users aren’t spammed, while allowing businesses to gradually scale their outreach.
Previously, each number had its own limit—usually starting at 1,000 and increasing as you met usage and quality thresholds.
Portfolio-Based Messaging Limits
Starting October 7, 2025, WhatsApp will unify messaging limits across your entire business account. Instead of managing limits individually per number, all numbers in your business portfolio will now share the same limit.
Here’s What’s Changing:
1. One Shared Limit for All Numbers
Let’s say you have 3 phone numbers under your business:
- Number A: 1K limit
- Number B: 10K limit
- Number C: 100K limit
Under the new system, all three will share the highest limit—in this case, 100K
2. New Numbers Start at Full Limit
Previously, new numbers had to start from scratch at 250 messages per day and scale gradually.
Now, if any Number In your FBM reaches the unlimited messaging Tier, then any new number added to that business portfolio will automatically start with the same full limit
3. Limit Upgrades Happen Faster
Upgrades used to take 24 hours after meeting the criteria.
From October 7, they’ll take only 6 hours.
4. No More Downgrades for Flagged Numbers
Messaging limits will no longer drop if a number’s quality rating decreases.
Earlier, if your number’s quality ratings decreased, your messaging limit would be downgraded. That’s going away.
Now, Messaging limits will no longer drop if a number’s quality rating decreases.
But quality still matters for scaling up.
What’s Different – Side by Side
| Scenario New business account Limit | Before Oct 7, 2025 1000 messages/day for verified FBM | After Oct 7, 2025 2000 messages/day for verified FBM |
| Scaling up time | 24 hours | 6 hours |
| New phone number | 250 messages/day | Full portfolio limit |
| Auto-scaling limit jump | 1K → 10K → 100K | 2K → 10K → 100K now portfolio-wide |
| Upgrade processing time | 24 hours | 6 hours |
| Downgrade for low quality Eligibility Limit for Auto-Scaling | Yes 1,000 | No 2,000 |
How to Increase Your WhatsApp Messaging Limit
1. Reach More Unique Contacts
Meta tracks how many unique users you message, not the total number of messages you send.
- To level up your messaging tier, you don’t need to start from scratch anymore.
- Simply make sure you’re sending messages to more than 50% of your current tier’s limit over 7 days.
- For example, if your current limit is 10,000 messages per day, you’ll need to message over 5,000 unique users consistently to move to the next tier..
2. Keep Your Message Quality High
It’s not just about how much you message—it’s about how well you do it.
- Only send messages that are relevant and expected.
- Avoid spammy blasts.
- Keep your quality rating “High” to stay eligible for automatic upgrades.
Bonus Tip: Use Click-to-WhatsApp Ads
Click-to-WhatsApp Ads (CTWA) are a great option to reach more people
- When a user starts a chat through one of your ads, you get 72 hours of free messaging after they reply.
- This helps you engage fresh users, hit your usage targets, and boost your scaling potential faster
FAQ’s
1. What is changing majorly from October 7, 2025?
Starting October 7, 2025, WhatsApp will no longer apply messaging limits per phone number. Instead, each verified business portfolio will have a shared limit across all its connected phone numbers.
2. Why is Meta moving to a portfolio-based system?
Meta’s goal is to make it easier for businesses to scale and manage messaging more efficiently. By using shared limits, businesses can reach more users faster, add new numbers easily, and reduce administrative costs.
3. How will my new messaging limit be determined?
When the change takes effect, your business portfolio will automatically adopt the highest existing limit from your current phone numbers. All numbers under that portfolio will then share the same overall limit.
4. Will my limit drop if the quality rating goes down?
No. The old “flagged” state that caused downgrades is being removed. Your messaging limit won’t decrease if quality dips—but maintaining high message quality remains important for future upgrades.
5. What are the new starting limits for portfolios and phone numbers?
From October 7, 2025:
If any number in your Facebook Business Manager (FBM) has already reached the unlimited messaging tier, then any new number added to that business portfolio will automatically start with the same full limit
6. How quickly can my limits increase via automatic scaling?
If your business meets Meta’s scaling conditions (usage and quality), your portfolio’s limit can be upgraded within just 6 hours, compared to the previous 24-hour wait time.
7. How can I grow my messaging limits faster?
To scale quickly:
- Use more than 50% of your current limit regularly over 7 days.
- Engage with new contacts: sending messages to a diverse set of users helps demonstrate healthy activity.
By following these steps, your numbers can climb the tiers faster while staying compliant and effective.
8. How does automatic scaling work in the new system?
Your messaging limit will automatically increase when both of the following conditions are met:
- Your business consistently sends high-quality messages across all phone numbers and templates.
- Over the past 7 days, you’ve used at least 50% of your current messaging limit.
Once these criteria are met, your portfolio’s limit will scale up automatically — typically within 6 hours.