WhatsApp messaging limits are now portfolio-wide: Effective October 7, 2025

If you manage multiple WhatsApp Business numbers, October 7, 2025 marks a complete change in how Meta handles your messaging limits. The platform is moving from individual phone number limits to portfolio-based limits

The shift from individual to collective limits

Till now, each phone number in your account has its own messaging ceiling. Number A might be able to send 10,000 messages daily, while Number B is stuck at 2,000.

Starting October 7, all your numbers will draw from the same pool. If your highest individual limit is 10,000 messages, that becomes your portfolio limit. Every number you manage can now access this shared capacity.

Why this matters for your business

Currently, businesses often face an awkward situation. Their main customer service number might have worked up to a 100,000-message limit through months of quality messaging.

Meanwhile, a newly added sales number starts at just 1,000 messages. Under the new system, that sales number immediately inherits the portfolio's 100,000-message capacity.

Faster scaling, but with a catch

Meta is also accelerating how quickly limits can increase – from 24 hours to just 6 hours. But here's what they're not emphasizing: this works both ways. Poor messaging practices can now impact your entire portfolio faster than before.

Let me illustrate with a real scenario. Today, if Number B sends spam and gets flagged, only Number B's limit drops.

After October 7, spam from any number could potentially impact the shared limit for all your numbers.

How your limits are determined

Your portfolio will inherit the highest messaging limit from among all your existing numbers. Meta hasn't clarified what happens if you have numbers with different quality ratings, but based on their documentation patterns, expect the system to be conservative.

What triggers limit increases

The 6-hour evaluation windows will assess:

• Message quality ratings
• Customer engagement rates
• Block and report rates
• Unique recipients (not just message volume)

New number additions

When you add a phone number to your WhatsApp Business account after October 7, it immediately gains access to your portfolio's current limit. No more waiting weeks to scale up a new number.

Strategic implications for different business models

Here are a few recommendations to help you adapt to the pricing change without breaking your existing systems.

1. 1. Multi-brand businesses

   If you manage separate WhatsApp numbers for different brands or regions, the shared limit system changes your risk profile. A quality issue with one brand's messaging could throttle communications for all brands in your portfolio.

   Recommendation: Consider separate WhatsApp Business accounts for brands with significantly different risk profiles or messaging patterns.

2. 2. High-volume support operations

   For businesses using multiple support numbers to distribute load, the new system simplifies operations. No more manually balancing message distribution to stay within individual limits.

   Recommendation: Focus on message quality metrics across all numbers rather than load balancing.

3. 3. Growing businesses

   The faster scaling timeline (6 hours instead of 24) means businesses can respond more quickly to viral moments or campaign successes. But it also means you need real-time monitoring or a smarter team inbox to catch issues before they impact your entire operation.

How to prepare for the transition

You should consider two key actions to ensure your house is in order for the transition.

Audit your current numbers

Make sure you document:

• Current limit for each number
• Quality rating for each number
• Average daily message volume per number
• Types of messages sent from each number

This baseline helps you understand your starting position and identify potential risks when you switch to a portfolio-wide limit.

Revise your escalation procedures

With limits potentially changing every 6 hours, your team needs faster response protocols. A quality issue at 9 AM could impact your entire operation by 3 PM.

Best practices for Meta’s October 7 pricing update and beyond

1. Monitor actively: Watch for any unexpected changes in your messaging capacity
2. Test gradually: Don't immediately max out your new shared limit
3. Document the transition: Note your new portfolio limit and how it was calculated
4. Track patterns: Monitor how quickly your limits adjust to messaging patterns
5. Establish new workflows: Adapt to the 6-hour evaluation cycles
6. Refine distribution: Optimize how you spread messages across numbers

The bottom line

For well-run operations, this change offers more flexibility and faster growth. For businesses with inconsistent quality across numbers, it might introduce new risks.

The 6-hour evaluation window particularly changes the game. Quality issues spread faster, but so do limit increases. Success in this new system requires treating your WhatsApp presence as a unified operation rather than a collection of independent numbers.