How many WhatsApp messages can I send per day?

What actually counts against your daily limit

The limit only applies to business-initiated conversations — the ones you open with a template message when the 24-hour service window with that customer is closed. Two things do NOT eat into your daily cap. First, user-initiated conversations: when a customer messages you first and you reply within their 24-hour service window, that costs nothing against the tier. Second, repeat messages to a customer you have already opened a conversation with that day count as a single conversation, not many. So a support-heavy account that mostly replies to inbound chats can operate comfortably even at Tier 1, while a pure broadcast use case will feel the ceiling much sooner. Plan your daily audience around unique first-touch recipients, and you will rarely be surprised.

How quality rating raises or lowers your ceiling

Tiers are not just about volume — they are gated by your number's quality rating, shown in WhatsApp Manager as green (high), yellow (medium), or red (low). The rating is driven mostly by how recipients react: blocks, 'not useful' reports, and low read rates drag it down, while relevant, opted-in, expected messages keep it green. If your quality drops to red, Meta can pause upgrades or even temporarily downgrade your limit until it recovers. This is why send volume and list hygiene are two sides of the same coin: you can only climb to unlimited if the people you reach actually want to hear from you. Warm up new numbers gradually, honour opt-outs instantly, and keep marketing messages genuinely relevant to protect both your tier and your deliverability.

Daily limits vs. what a message costs

It is easy to confuse the daily send limit with pricing, but they are separate things. The tier controls how many conversations you can start per day. Cost is a different lever: since 1 July 2025 Meta bills per delivered message by category — marketing, utility, or authentication — rather than the older per-conversation model, and the free 24-hour service window means eligible replies to inbound customers carry no template charge. So two accounts on the same 100K tier can have very different monthly bills depending on how many marketing versus utility messages they send. InfiQ shows transparent ₹ pricing (ex-GST) for each category, so you can forecast a campaign by multiplying your planned daily audience by the per-message rate for the category you are sending, then check it against your tier headroom.

• Tier = how many conversations you can start per day
• Price = per delivered message, by category (marketing / utility / authentication)
• Replies inside the 24-hour service window are not billed as new templates
• Forecast cost = daily unique audience × per-message rate for the category

Planning a large send without hitting the wall

If you want to reach more people than your current tier allows in a single day, you have a few clean options. Split the audience across consecutive days so each day's unique recipients stays under the cap. Prioritise higher-intent segments first while a new number warms up through the lower tiers. Or, for genuinely large recurring campaigns, get the number to a higher tier ahead of time by ramping volume steadily with strong quality over a couple of weeks. A good messaging platform queues and throttles sends so you never overshoot the limit and trigger errors mid-campaign. With InfiQ, campaigns are rate-aware by design, your quality rating is surfaced in the dashboard, and you keep full ownership of the account (BSUID) so nothing about your number, limits, or history is locked to us.