Restrictions:
Before using a new message template for broadcasts, Meta must review and approve it. Unapproved templates cannot be used.
Limitations:
If your account is restricted or banned, Meta must review it. However, recovery is not guaranteed, and you may need to create a new ссaccount.
To maintain uninterrupted messaging and avoid restrictions, follow WhatsApp's guidelines for business accounts. Violations may lead to account limitations, suspension, or even deactivation.
Read our WhatsApp Business guide to find out more about the integration. Or check out our blog article for a complete guide on WhatsApp guidelines and broadcast compliance.
WhatsApp account restrictions
WhatsApp may impose different restrictions based on policy violations:
Warnings: WhatsApp may issue a warning before applying serious restrictions if your content is misleading or violates guidelines.
Frequency capping: Limits the number of marketing messages a user can receive within a set time.
This cap applies to all marketing messages a user gets from any business, not just yours. The exact limit varies at Meta's discretion.
If a user has already reached their cap and you try to message them, your message won’t be delivered. Do not try to resend immediately.
If you reach the limit for messaging new users, you can still engage with your existing leads.
Outgoing message restrictions: Business-initiated messages may be blocked for 1-3 days. Adding new phone numbers may also be restricted.
Full conversation block: If restrictions escalate, your account may be blocked from:
Sending company-initiated messages.
Replying to customer messages.
Adding new phone numbers.
This block can last 5, 7, or 30 days.
Permanent account ban: Repeated violations may result in permanent account disabling without recovery options.
Why WhatsApp may restrict your account
Common reasons for restrictions include:
Providing false or misleading company details (name, address, registration, tax ID).
Using a business name that doesn’t match the legal entity.
Missing required verification documents (COI, business registration, tax ID).
Unauthorized use of brand names or trademarks.
Creating an account for a non-existent company.
Failing to provide additional business details when requested by WhatsApp. (e.g., name, contact number).
Creating multiple accounts without proper authorization.
How to prevent account restrictions
Keep your business information accurate and up to date by following these steps:
Keep your company profile updated with correct details.
Ensure your business name matches official records.
Maintain a strong online presence (website, social media profiles).
Follow WhatsApp’s verification policies.
Keep your contact and payment information up to date.
Avoid using fake profiles or unauthorized business pages.
Use a legitimate payment method and pay Meta on time.
Do not use a credit card linked to a previously banned ad account.
Operate from a single IP address when managing Meta accounts (or use a VPN if managing from multiple locations).
Tips to prevent frequency capping
Meta tracks how users interact with messages from business accounts. When people open and reply to your messages, your account is seen as more trustworthy. But if users ignore your messages, block your number, or report you as spam, Meta may take action — including frequency capping or even banning your account.
To avoid this, focus on sending high-quality, relevant content and always prioritize user consent.
Here are some tips to help you do that:
Focus on engagement: aim for messages that people actually open and respond to.
Segment your audience and tailor messages to their interests and behavior.
Send only relevant, expected content – avoid spamming or sending unnecessary messages.
Avoid sending messages when people are unlikely to engage – such as late at night, early in the morning, or during major holidays.
Use scheduling and delayed sending to deliver messages at the best possible time.
Track how people react (opens, replies, ignores) and adjust your approach accordingly.
If you increase your sending volume, do it gradually and monitor quality and engagement as you scale.
Creating a compliant broadcast
Follow these best practices for WhatsApp campaigns:
Use clear, spam-free messages templates with appropriate categories.
Only send messages through approved templates via WhatsApp Business. Read our article to learn more about the integration.
Enhance messages with media (images, videos, carousels, quick-reply buttons).
Personalize content based on user preferences, behaviors, and demographics.
Provide value by sharing relevant offers, updates, or helpful information.
Follow Meta’s policies to maintain uninterrupted messaging.
Tip: Start with small campaigns and gradually increase volume while monitoring quality ratings. Low engagement scores can affect your ability to send messages.
Read our Broadcasting article to learn more.
WhatsApp Business messaging limits
Messaging limits apply to your entire business portfolio, so all connected numbers share one limit.
Business Portfolio Levels | Messages per 24 hours | How to increase the limit |
|---|---|---|
Newly created | Up to 250 | - |
Level 1 | Up to 2,000 | By completing a scaling path |
Level 2 | Up to 10,000 | |
Level 3 | Up to 100,000 | Via automatic scaling |
Level 4 | Unlimited | Via automatic scaling |
Note: Since all your connected numbers use the same messaging limit, if one number reaches the limit, the others won’t be able to send messages.
What happens if you exceed your limit?
Any messages sent beyond your limit won’t be delivered.
Repeated violations may trigger a 24-hour block on outgoing messages. Continued violations may lower your quality rating and lead to further restrictions.
In some cases, WhatsApp may block outgoing messages for 1 to 3 days. During this period, you can still receive and reply to incoming messages but cannot send new messages or add phone numbers.
How to increase your messaging limit?
You can increase your messaging limit to 2,000 messages by following one of the paths below (they are called scaling paths):
Send 2,000 delivered messages to unique WhatsApp users outside the customer service window within a 30-day period, using templates with a high-quality rating
Once your messaging limit is increased to 2,000, Meta will decide whether it can be raised further based on the following (it’s called automatic scaling):
You are sending high-quality messages across all business phone numbers and templates
In the last 7 days, you have used at least 50% of your current messaging limit
If both conditions are met, Meta will increase your messaging limit by one level within 6 hours.