WhatsApp messaging limits: now shown at the portfolio level
We've updated how WhatsApp messaging limits appear in your sub-account to match Meta's new model. Meta moved messaging limits from a per-phone-number basis to a business portfolio (WABA) basis, so all numbers under a po…
We've updated how WhatsApp messaging limits appear in your sub-account to match Meta's new model. Meta moved messaging limits from a per-phone-number basis to a business portfolio (WABA) basis, so all numbers under a portfolio now share one daily limit. HighLevel now shows that single shared limit accurately, instead of implying each number has its own quota.
> 🚨 Under Meta's model, one high-volume number can consume your entire portfolio's daily capacity. You now see the one number that actually governs what your business can send today.
Meta's messaging limit is the maximum number of unique WhatsApp user phone numbers you can deliver to, outside the 24-hour customer service window, in a rolling 24-hour period. As of Oct 7, 2025, that limit is calculated and set at the portfolio level and shared across every phone number in the portfolio.
🪜 The tier ladder changed
- New entry point above the starting limit: 2,000 replaces 1,000 as the first step up from the 250 starting limit, and it is the on-ramp to automatic scaling.
- How you reach 2,000: Complete a scaling path, either verify your business, have your partner verify it, or send 2,000 delivered messages to unique recipients over a rolling 30-day period using high-quality templates.
- Above 2,000 is automatic: Increases to 10,000, then 100,000, then Unlimited happen on their own if you keep quality high across all your numbers and templates, and use at least 50% of your current limit over 7 days.
- Faster re-evaluation: Meta reassesses roughly every 6 hours, down from 24.
- No more quality-based downgrade: The "Flagged" number-quality state is gone. Low quality now gates scaling up, rather than knocking your limit down.
- No warm-up for new numbers: A new phone number instantly inherits the portfolio's current limit. On cutover, existing portfolios kept the highest limit among their numbers.
📇 A portfolio-level messaging limits panel
- See the real shared limit: A new messaging limits panel under WhatsApp Settings shows the true portfolio-level limit that governs all your numbers.
🧹 Removed the misleading per-number column
- No more false impression of separate quotas: We removed the messaging limit column from the individual Phone Numbers view, because under the new model each number does not have its own limit.
💬 Clearer context
- Tooltip: A tooltip explains that the limit is shared across the portfolio and that a single number can consume the full quota.
🌍 Localized
- 13 languages: The new panel is fully localized.
- Go to your sub-account.
- Open WhatsApp Settings.
- Select Messaging Limits.
Before this change, the limit shown under each number suggested every number had its own daily quota. It did not, and under Meta's portfolio model that gap matters more: a single high-volume number can burn the whole portfolio's capacity, which is exactly the situation that leads to unexpected send failures once the shared limit is hit. HighLevel now shows one accurate view of what your business can actually send today, so you can plan volume against the real ceiling instead of a per-number illusion.
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