How many customers can I message a day on the WhatsApp API?

A new WhatsApp API account can message 250 different customers a day outside the 24-hour reply window. The limit rises to 2,000, then 10,000, 100,000 and unlimited. Replies to customers who messaged you first don't count.

• The limit counts different customers you message outside the 24-hour window, in any moving 24 hours.
• Meta sets it per business portfolio, so every number in the portfolio shares one limit.
• To reach 2,000, verify your business, or send 2,000 high-quality template messages to different customers within 30 days.
• Above 2,000 it rises automatically if your messages are high quality and you used at least half your limit in the last 7 days.
• WhatsApp can also cap the marketing messages one person receives; it publishes no number. Marketing templates aren't delivered to US numbers.