Glossary
The cap on how many unique customers a business can start conversations with in a rolling 24 hours.
Messaging limits define how many unique customers a WhatsApp business number can initiate conversations with in a rolling 24-hour period. New numbers typically start in a lower tier (such as 1,000 unique recipients per day) and scale up through tiers — 10,000, 100,000, and unlimited — as they demonstrate good quality and volume.
Limits apply to business-initiated conversations, not to replies within open service windows. A number moves up tiers automatically when it sends enough messages while keeping a healthy quality rating, and it can be lowered if quality drops.
Understanding your tier is vital for planning large campaigns, since exceeding the limit pauses additional new conversations until the window resets.
Your tier sets a ceiling on daily outreach, so knowing and growing it is essential before launching big broadcasts or ad-driven campaigns.
Defuser AI surfaces your current tier and paces broadcasts so you stay within limits while scaling on your WhatsApp Business API.
The cap on how many unique customers a business can start conversations with in a rolling 24 hours.
Your tier sets a ceiling on daily outreach, so knowing and growing it is essential before launching big broadcasts or ad-driven campaigns.
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