In short: Meta limits how many different customers you can reach with template messages in 24 hours. The limit belongs to your whole business portfolio, shared by all its numbers. It grows from 250 to 2,000, 10,000, 100,000 and unlimited, as long as you keep sending and keep quality good.
What counts
- Counted: unique customers who get a template from you outside an open 24-hour window, in a rolling 24 hours.
- Not counted: replies to customers who wrote to you in the last 24 hours.
- People, not messages: three templates to the same customer in one day count as one.
The limit is not about cost. Meta charges for each delivered message separately. See Paying Meta and WhatsApp Messaging Costs.
How to move up
| From | To | How |
|---|---|---|
| 250 | 2,000 | Complete Meta business verification, or deliver templates to 2,000 unique customers in 30 days with high quality |
| 2,000 and up | The next level | Reach at least half your limit in one day within the last 7 days, with good quality. Meta checks within about 6 hours |
- Example: at 2,000, send to at least 1,000 unique customers in one day.
- Low quality stops the increase. Unlimited needs at least Medium quality. See WhatsApp Quality Rating.
- Mumble cannot raise Meta’s limit.
Where to see it in Mumble
On the main page, the WhatsApp account status section shows your current limit and quality rating. Check both before a large campaign. A campaign must also fit your Mumble plan’s monthly template quota.
Common questions
I sent to 5,000 customers and only about 2,000 got it
Your limit is most likely 2,000. Send to the rest the next day, or split the list into smaller lists with the split action in Customer Management and send one a day.
I have been at 2,000 for weeks
Check that you reached 1,000 unique customers in one day in the last 7 days, and that quality is not Low. If both are true and nothing changes for 7 days, contact Meta support.
A new number shows a different limit
It is probably in a different business portfolio. Check in Meta Business Manager > Business Settings > WhatsApp Accounts.
Some marketing messages fail with error 131049
Meta limits how many marketing messages one person gets from all businesses. Do not retry right away. Include them in a later campaign. US (+1) numbers do not get Marketing templates at all.