Messaging Limits

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Overview

WhatsApp implements several messaging limits to prevent spam and ensure quality communication. Understanding these limits is crucial for planning your messaging strategy.

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Conversation-Based Limits

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24-Hour Conversation Window

• Customer-Initiated: 24-hour window starts when a user messages you
• Business-Initiated: 24-hour window starts when you send a template message

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Message Types and Limits

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Rate Limits

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Sending Limits

• New Conversations: 2,000 unique contacts per day
• Existing Conversations: No hard limit, but quality rating affects throughput
• Broadcast Lists: Up to 256 recipients per broadcast

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API Rate Limits

• General Messaging: 50 messages per second per phone number
• Template Messages: 20 messages per second per phone number
• Media Uploads: 100MB per 5 minutes

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Best Practices

• Monitor Quality Rating: Higher quality ratings allow for better throughput
• Batch Large Sends: Spread messages over time to avoid rate limits
• Handle Errors Gracefully: Implement retry logic with exponential backoff
• Monitor Usage: Keep track of your message usage and limits

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Next Steps

• WhatsApp Numbers Overview
• Daily Messaging Limits