Your WhatsApp messaging limit is no longer set per phone number. Meta now calculates one daily limit for your whole business portfolio and shares it across every number in it, and Ignite Funnels now shows you that single shared figure. This matters because one busy number can use up the entire day's capacity for your business, which is exactly the situation that causes messages to start failing without warning.

What is a messaging limit?

It is the maximum number of different WhatsApp users you can send to, outside the 24-hour customer service window, in any rolling 24-hour period. Since 7 October 2025, Meta works that number out at the portfolio level and shares it across every phone number you have in that portfolio.

How do I move up to a higher limit?

The first step up from the 250 starting limit is now 2,000, and reaching it puts you on the path to automatic increases after that. Everything above 2,000 happens on its own as long as your message quality holds up.

• Reaching 2,000: either verify your business, have your partner verify it, or deliver 2,000 messages to unique recipients over a rolling 30-day period using high-quality templates.
• Above 2,000: increases to 10,000, then 100,000, then unlimited happen automatically if you keep quality high across all your numbers and templates, and use at least half of your current limit over seven days.
• Reassessment: Meta now reviews your position roughly every six hours, rather than once a day.
• No quality downgrade: the "Flagged" number quality state is gone. Poor quality now holds you back from scaling up rather than cutting your limit.
• New numbers: a newly added phone number inherits the portfolio's current limit immediately, with no warm-up period.

What changed inside Ignite Funnels?

A messaging limits panel was added under WhatsApp Settings showing the true shared limit that governs all your numbers. The old per-number limit column was removed from the Phone Numbers view, because under Meta's model a number does not have a limit of its own, and leaving it there gave a false impression of separate quotas. A tooltip explains that the limit is shared and that one number can consume all of it. The panel is available in 13 languages.

Why does this matter for my business?

Planning a campaign against a per-number limit that does not exist is how businesses run into unexpected send failures mid-send. Seeing one accurate figure lets you plan your volume against the real ceiling for the day.

You will find it under WhatsApp Settings > Messaging Limits.