WhatsApp imposes limits on business accounts

WABetaInfo, a leading independent source for WhatsApp updates with more than 350,000 followers, reported on May 20 that the Meta-owned messaging platform is expanding its rollout of a "message credits" system designed to limit how businesses use broadcast lists at no cost.

The feature, first tested last year with a restricted group of iOS and Android users in select regions, is now reaching more countries following the release of WhatsApp for iOS version 26.19.77. It applies exclusively to business broadcast messages and introduces a defined monthly usage cap.

How the Credit System Works

Under the new system, businesses will receive a limited number of free broadcast message credits each month. While the exact limit varies by region, WABetaInfo reports it currently "appears to revolve around roughly 35 broadcast messages per month".

Once a business exhausts its free allocation, additional broadcast messages will require purchasing credits until the monthly limit resets. This means companies must manage their broadcast usage more carefully to avoid running out of available messages before the end of their billing cycle.

To ease the transition, WhatsApp may offer 250 free broadcast messages per month for the first six months, which businesses can distribute across one or multiple broadcast lists.

Why WhatsApp Is Making the Change

The move is designed to combat spam and improve communication quality on the platform. Broadcast lists allow businesses to send a single message to up to 256 contacts simultaneously, with each recipient receiving it as a private, individual chat.

However, WABetaInfo notes that "when broadcast lists are overused, businesses may send too many messages to the same audience in a short period of time”, which can overwhelm customers and "reduce the effectiveness of the communication". In some cases, recipients may block the business entirely if messages feel too frequent or irrelevant.

WhatsApp aims to push businesses toward using broadcast lists with "clear intent and relevance" and is simultaneously encouraging adoption of Channels, its one-way public update feature that does not require recipients to save a business phone number.

Alongside the credit limits, WhatsApp is introducing several tools to help businesses manage their broadcast messaging more effectively. These include the ability to schedule broadcast messages and add action buttons, as well as tracking broadcast performance to understand how recipients engage with the content.

Availability and Rollout

The feature is currently available to some users who install the latest WhatsApp Business for iOS update from the App Store. However, WABetaInfo cautions that it is "still not available to everyone in all regions" and that WhatsApp will make business broadcasts available to more users "over the coming months".

The rollout comes as WhatsApp continues to differentiate between its free Business app — designed for small enterprises with limited messaging needs — and its paid business API platform, which offers unlimited broadcasts, automation, and analytics for larger organizations.

Businesses seeking to scale beyond the new broadcast limits may need to consider upgrading to the WhatsApp Business API, which supports higher-volume messaging with pre-approved templates and full campaign analytics.