WhatsApp Messaging Tiers and Limits
Understand Meta's messaging tiers, the 24-hour conversation window, and how to scale your WhatsApp broadcast volume.
WhatsApp Messaging Rules
The WhatsApp Business API has specific rules about when and how you can send messages. Understanding these rules is essential for successful broadcasts.
The 24-Hour Conversation Window
- User-initiated — The customer messages you first. You can reply with free-form messages for 24 hours.
- Business-initiated — You contact the customer first. This requires an approved template.
All broadcasts are business-initiated, so they always require approved templates.
Messaging Tiers
Meta limits how many unique customers you can contact per 24-hour period:
| Tier | Unique Contacts / 24 hours | How to Reach |
|---|---|---|
| Unverified | 250 | New accounts (not business-verified) |
| Tier 1 | 1,000 | Complete business verification |
| Tier 2 | 10,000 | Send 1,000 messages with good quality |
| Tier 3 | 100,000 | Send 10,000 messages with good quality |
| Tier 4 | Unlimited | Send 100,000 messages with good quality |
Quality Rating
- Green — High quality. You can grow to the next tier.
- Yellow — Medium quality. Growth is paused.
- Red — Low quality. Meta may restrict your account.
Quality is based on how often customers block or report your messages. To maintain good quality:
- Only send to customers who expect your messages (opt-in)
- Keep content relevant and valuable
- Don't send too frequently
- Include an opt-out option
Conversation Fees
Meta charges per conversation (not per message). A conversation opens when you send a template and lasts 24 hours:
| Category | Approx. Cost (NL) | Example |
|---|---|---|
| Marketing | ~EUR 0.14 | Promotions, offers |
| Utility | ~EUR 0.05 | Order updates, shipping |
| Authentication | ~EUR 0.04 | Verification codes |
| Service | Free (first 1,000/month) | Customer replies |
Prices vary by country. Check Meta's pricing page for current rates.
What Happens When You Hit the Limit?
- Messages beyond the limit return a rate limit error from Meta
- Bugalou marks those recipients as "failed"
- Successfully sent messages are not affected
- You can retry after 24 hours when the limit resets
How to Increase Your Tier
- Complete business verification in Meta Business Manager
- Send messages that reach your current tier limit
- Maintain a Green quality rating
- Wait at least 48 hours at each tier level
- Meta will automatically upgrade you