WhatsApp caps how many people your number can start conversations with each day. That cap is your messaging tier, and it grows as you send well. Here is how the ladder works.
A new WhatsApp number cannot blast unlimited people on day one. Meta limits how many unique customers you can start a conversation with in a rolling 24 hours, and raises that limit as you build a record of good sending. This is the messaging tier system, and it exists to keep spam in check.
The ladder typically runs in steps: a starting tier of around 1,000 unique customers a day, then 10,000, then 100,000, and finally an unlimited tier. The exact step you sit on depends on your account, and you move up as you send quality messages to people who want them. Replying to customers who message you does not count against the cap; the limit is on conversations you start.
Two things move you up: volume and quality together. As you send more, and keep your quality rating healthy, Meta raises your tier automatically, often within a day of meeting the bar. The opposite is also true: if your quality drops, your tier can be held or lowered. So the route up is simply to message opted-in people with content they value.
If you plan a large campaign, check your tier first. Trying to reach 50,000 new people on a 1,000-a-day tier will not work in one go. Either grow your tier ahead of time by sending well, or stagger the campaign. A good platform queues sends to respect the limit rather than failing messages.
Tiers and quality rating move together. Keep opt-ins clean and messages relevant, and the ladder takes care of itself. Chase volume with poor targeting and you stall, whatever your ambitions.
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