WhatsApp message limits and plan limits, explained

What are the two different limits?

WhatsApp limits how many new conversations you can start in a rolling 24-hour period and how fast you can send; your plan limits how many messages the app will send per month.

The first is Meta's, is based on your number's quality and tier, and cannot be raised by the app. The second is a billing allowance you can change by changing plan.

What are the plan message allowances?

100 messages a month on Free, 2,500 on Small Business and 10,000 on Growth Business.

Workflow executions have matching allowances: 100, 2,500 and 10,000 a month. Product indexing is capped at 100, 2,500 and 5,000 products respectively.

The Corporate tier raises these to 40,000 messages and 40,000 executions a month, but it is not published on the App Store listing.

What happens when you reach a plan limit?

Message and workflow-execution limits are enforced, and the app returns a limit error rather than silently dropping the message.

Be aware that not every advertised limit is enforced the same way. Conversation and language-model query limits are advertised on some plans but are not enforced everywhere, so do not rely on them as a hard stop.

How do you avoid hitting a limit mid-month?

Watch the usage tiles in Settings, and pick the tier that covers your busiest month rather than your average one.

A support inbox is spiky. If your quiet month is 800 messages, your December is not, and a plan sized on the average will fail exactly when support matters most.