Guides/Costs & limits

Why can I only send to 250 people?

Meta starting limit for a new number, and how to raise it. 2 min read

A newly registered number is capped by Meta: templates can only go to 250 unique contacts per 24 hours. This is not a WACO limit and not a sign that anything is wrong. Every new number starts here.

What matters

The cap counts unique contacts, not messages. Replying to people who contacted you does not count, only template messages to new contacts.
The limit rises in steps: 250, then 1,000, then 10,000, then 100,000, then unlimited.

How to move up a tier

Pass business verification. It is a prerequisite for going above 250.
Send well. Once you use roughly half your daily allowance over a week while holding a good quality rating, Meta raises the limit automatically within 24 hours.

For schools and other high-notification businesses: do not message every contact on day one. Start with a portion, let the limit climb over one or two weeks, then run at full volume. Hitting the cap makes the rest of that day messages fail.

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