Send an approved template to people who opted in, exclude anyone you already messaged this month, and see the quality rating before Meta acts on it.
Last updated 14 September 2026
Preflight
The audience is bigger than today’s limit, so it sends what fits and continues automatically tomorrow.
A WhatsApp broadcast is one approved message template sent to many contacts at once through the WhatsApp Business API, where each person receives it as a normal one-to-one thread rather than a group. Replies come back individually. Because it is a business-initiated message, three rules apply: the content must be an approved template, every recipient must have opted in, and Meta caps how many people the business can message in a day, across all of its numbers.
That last rule is the one most tools skip. It is also the one that decides whether broadcasting keeps working for you in six months.
Messaging limits
Meta puts every business portfolio on a messaging tier, and the tier sets how many unique people you can start a conversation with in 24 hours, across all the numbers in the portfolio. A new portfolio starts low. This is normal and it is not a reflection on your business.
A portfolio moves up by sending consistently to real recipients while its numbers keep a healthy quality rating. Nobody can buy a higher tier, and no platform can raise it for you, including this one. What a platform can do is show you where you stand and stop you doing the things that push it back down.
How to connect a number| Business portfolio limit |
|---|
| 250 a day |
| 2,000 a day |
| 10,000 a day |
| 100,000 a day |
| Unlimited |
Your current tier and progress toward the next one are on the WhatsApp health page in the dashboard, read live from Meta.
Quality rating
Meta rates a number once it has sent enough messages for recipients to react to. The rating comes from what those people do next: ignoring you is fine, blocking and reporting is not. Three states, and the third one has a clock on it.
Recent recipient feedback is positive. Keep the audience relevant and the messages useful.
Recent recipient feedback has lowered this number’s quality. Review the audience and message before the next send.
Recipients are blocking, reporting, muting or archiving messages from this number. Pause the next send and fix the audience or message first.
Everything else on this page exists to keep that first card lit. Consent, exclusions and preflight are not compliance paperwork. They are how a number stays healthy enough to keep sending.
Sending one
Filter your contacts by label, or choose a saved segment. The builder shows you how many people match before you go any further.
Pick one Meta has already approved, or write a new one and submit it. Fill the variables from contact data so each message reads as one message.
Drop contacts by label, by segment, or by any earlier broadcast they were already in. Send yourself a test while you are here.
Health checks run live against Meta and that number. Sending stays blocked until every red line clears. Then send now or pick a time.
Opt-in is usually treated as your legal problem, recorded in a spreadsheet somewhere. Here it is a field on the contact, with its own history: what they agreed to, when, and how it changed since.
So when you build an audience you can see who is eligible before you send, instead of finding out from the quality rating afterwards.
Drop anyone carrying a label, anyone in a saved segment, and anyone who was already in an earlier broadcast.
That third one matters more than it sounds. Most blocks do not come from one bad message, they come from the same person hearing from you four times in a fortnight. Excluding your last three sends is the cheapest protection there is.
In the builder
Build an audience from contact labels and conversation history, save it, and reuse it.
Pull names and dates straight from the contact record into template variables, with a preview of the message each person will actually receive.
Send now or set a time. Replies land in the same inbox your team already works in, routed the way you choose.
Delivered, read, replied and failed, per recipient. The failures tab tells you which ones did not land and why. You can retarget the people who engaged.
Cost
Broadcast templates are the marketing category, which Meta charges on every delivery. There is no service-window exemption and no volume discount, so the bill is the per-message rate for the recipient country multiplied by the audience.
The builder prices the send before you commit to it, and the report afterwards puts that estimate next to what Meta actually charged, including which category Meta billed each message at and whether it charged at all.
Budget for the replies as well as the send. When someone answers a broadcast they open a 24-hour customer service window, and from 1 October 2026 your replies inside it are charged service messages once that phone number is past its 1,000 free ones for the month. Marketing rates move that day too, up 30 per cent in Mexico and 15 per cent in Saudi Arabia, the United Arab Emirates and two regional groups.
Meta bills your own WhatsApp account for those messages. We do not resell them and we do not mark them up.
What Meta charges per messageThat is Meta’s messaging tier for your business portfolio, not a limit we set, and every number in the portfolio shares it. New portfolios start there and move up as they send consistently and their numbers keep a healthy quality rating. Nobody can raise it for you, including us. The health page shows the current tier and how close the portfolio is to the next one.
The broadcast sends to as many people as the limit leaves room for, then pauses and continues automatically the next day until it has gone to everyone in the audience. Before you start, preflight shows roughly how many days the whole send will take.
Yes. Meta requires it, and broadcasting to people who did not ask is the fastest way to a red quality rating. Consent is recorded per contact with its own history, so you can see who is eligible before you build the audience.
No. Those contacts did not opt in. Blocks and reports lower the number’s quality rating, so a bought list puts the channel at risk before the first useful reply.
Templates are reviewed separately from the number. Rejections usually come down to the category: a message that sells belongs in marketing, and filing it as utility to avoid the rate is the most common reason for a rejection. You can edit and resubmit, or appeal, from the template manager.
There is no separate charge for them. Which plans carry saved audience segments and advanced broadcast is on the pricing page.
Messaging tiers, quality ratings and template review are Meta's, and Meta changes them. Check Meta's messaging limits documentation when something on this page and something in your dashboard disagree.
Which is the real argument for sending carefully. A campaign you can rerun. The channel your customers already message you on, once the rating goes, takes months to earn back.