📢 Change in WhatsApp Business Platform Message Limits
Meta unifies message limits at the Business Manager level, and we explain it in this article.
Starting October 7, 2025, WhatsApp will implement a new message limits model on the WhatsApp Business Platform.
Until now, each phone number had its own message limit (e.g., 1,000; 10,000; 100,000; or unlimited). With the new model, limits will be managed centrally at the Business Manager level and shared across all numbers associated with that company.
✅ What does this change mean?
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Single shared limit: All numbers under the same Business Manager will use the same “message pool.”
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Faster scaling: Limit upgrades are approved in just 6 hours.
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New numbers without waiting: Any new line immediately inherits the Business Manager’s limit.
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Lower operational costs: It will no longer be necessary to create multiple numbers to distribute sends.
🗓️ Transition
Between October 7, 2025, and February 2026, Meta will maintain backward compatibility: the API will still show per-number limit fields, even though the centralized limit will be applied in practice.
With the new WhatsApp message limits model (at the Business Manager level), all numbers and WABAs associated with your company share the same message pool.
👉 This means that if you work with multiple accounts or providers, the usage of one directly affects the others.
If you have questions 👉 contact us so we can clarify any doubts.