Messaging limits determine the maximum number of business-initiated conversations you can initiate using your WhatsApp number in a rolling 24-hour period. A business-initiated conversation begins when the first (META-approved) 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.
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
Each time you initiate a new conversation with a unique customer Meta will determine if your limit should be increased. This determination is based on the following criteria:
- Your phone number status is Connected
- Your phone number quality rating is Medium or High
- In the last 7 days you have initiated X or more conversations with unique customers, where X is your current messaging limit divided by 2
If you meet all conditions, Meta will increase your messaging limit by one level in 24 hours.
More details can be found here: https://developers.facebook.com/docs/whatsapp/messaging-limits/
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