Messaging limits determine the maximum number of business-initiated conversations you can initiate using each of your phone numbers in a rolling 24-hour period. A business-initiated conversation begins when the first template message is delivered to a customer and ends 24 hours later.

Business phone numbers without a connected status and an approved display name are limited to 250 business-initiated conversations in a rolling 24-hour period. This includes all business phone numbers of an unverified business, since these numbers cannot receive display name approval until the business is verified.

Business phone numbers with a connected status and approved display name can initiate conversations with the following number of unique customers in a rolling 24-hour period:

  • 1K unique customer

  • 10K unique customers

  • 100K unique customers

  • An unlimited number of unique customers

This amount starts at 1K unique customers and scales automatically based on phone number status, phone number quality rating, and how often the business initiates conversations with unique customers.

If you reach your messaging limit, you can initiate more conversations as soon as one or more active conversations end

For example: