Meta limits how many different customers a business may write to first in a rolling 24 hours — that is, with a template, outside the 24-hour window a customer's own message opens. Replies to customers who wrote you are never limited.

The levels: 250 → 2,000 → 10,000 → 100,000 → unlimited unique customers a day. A new business portfolio starts at 250. The limit belongs to the whole Meta business portfolio and is shared by every number in it.

From 250 to 2,000 — either of two paths: verify the business in Meta Business Suite → Security Center → Business verification (a legal entity, a website whose footer names that entity and a privacy policy; Meta answers in a few days), or deliver 2,000 template messages of good quality outside the window within 30 days. Meta then checks the quality of what you sent and raises the limit.

Beyond 2,000 the limit grows by itself: when your templates keep a high quality rating and in the last 7 days you used at least half of the current limit, Meta moves you one level up within hours. Low quality moves you down — see quality and bans.

What needs which level. Replying to customers — no level at all. Campaigns and reminders — the limit is the number of people you can reach in a day; the campaign page asks Meta before Start and says which level is blocked. Calls in WhatsApp — Meta enables calling only on numbers with a limit of 2,000 or more.

The display name. The name customers see above the chat is reviewed by Meta separately: it must be the real name of the business, not a slogan or a category («Dental clinic» is refused, «Brightwater Dental» passes). Change it in WhatsApp Manager → Phone numbers.