WhatsApp Plans New Caps on Messages from People and Businesses

Meta is testing limits on how many messages users and businesses can send when recipients do not reply, a shift aiming to curb spam and improve chat quality.

Currently, WhatsApp curbs business-initiated messaging by applying quotas to how many unique users a company can reach in a 24-hour cycle. Those caps don’t affect replies to messages that users initiate. 

New reports suggest WhatsApp may extend similar restrictions to individuals and broadcast‐style communications for business accounts.

According to The Sun, Meta is testing monthly message caps including “30 broadcast messages” for accounts failing to maintain replies. 

If implemented, the change would mark a broader enforcement of limits beyond business APIs. That could influence tactics around marketing campaigns, group announcements, and mass notifications.

Under the current business model of WhatsApp Business the limits are:

• Unverified business accounts can start up to 250 new conversations per 24 hours.
• Verified accounts begin with a baseline of 1,000, and can climb to 10,000, 100,000 or even unlimited contacts, depending on message quality and past performance.
• Quotas apply only to initiating messages; replies within a 24-hour user response window stay exempt.

Meta enforces a “quality rating” for each number. If the rating drops (due to user blocks or reports), tiers may be downgraded.

Industry watchers warn that capping broadcasts may push marketers and communicators to rely more on status updates, paid media channels, or other forms of engagement.

WhatsApp has not confirmed when or whether it will roll out these user limits globally.

For now, businesses must stay alert.

The new rules could reshape how both enterprises and individuals use WhatsApp to reach audiences.