MESSAGING · MESSAGING
Send messages and manage templates from their own business numbers.
Connecting WhatsApp in practice
A WhatsApp business phone number can send up to 80 messages per second overall but only one message every six seconds to the same user, and a new business portfolio starts capped at 250 unique customers per 24 hours. Anything sent outside a customer service window has to be a pre-approved template, so an agent cannot compose a fresh reply to a cold contact.
Scopes that draw scrutiny
whatsapp_business_messagingSends messages and calls, uploads and retrieves media, manages the business profile and registers phone numbers with Meta. Requires App Review with a screencast showing a message being sent and received.whatsapp_business_managementA declared dependency of whatsapp_business_messaging, so the messaging permission cannot be approved on its own.
Rate limits
- Business phone numbers support up to 80 messages per second by default, with capacity upgrades available.
- Pair rate limit: 1 message every 6 seconds to the same WhatsApp user (0.17 messages/second). Bursts of up to 45 messages in 6 seconds are allowed, then throttled.
- Messaging limit tiers, counted as unique customer phone numbers per 24 hours: 250, 2,000, 10,000, 100,000, then unlimited.
Who has to approve
Meta gates the account rather than the connecting user: business verification (by you or by a partner) is one of the routes out of the 250-customer starting tier, and templates generally require approval before they can be sent. Verification status also feeds throughput and Official Business Account status.
Worth knowing
- Automatic tier scaling only fires if, in the last 7 days, the business has used at least half its current messaging limit and quality is high — then the limit rises one level within 6 hours. An integration that ramps slowly never gets a bigger tier.
- Templates are the only message type that can reach a user outside a customer service window, so template approval, not code, is the critical path for outbound.
- Test numbers have relaxed messaging limits, which makes sandbox throughput a bad predictor of production throughput.
Checked against WhatsApp Cloud API overview (2026-09-29), WhatsApp messaging limits (2026-09-29), Meta permissions reference (whatsapp_business_messaging) (2026-09-29)
What an agent can do
Each action is granted on its own. An agent allowed to read is not thereby allowed to write, and the scope beside each row is what the acting user must have connected for it to run at all.
Often connected alongside
Put WhatsApp behind one governed endpoint.
Same permissions, same audit trail, whatever else you connect next.