If you’ve been using WhatsApp to send broadcast messages to your customers, you may have heard rumblings that “unlimited” might not be so unlimited anymore. With changes being rolled out in 2025, it’s time to closely examine what’s actually allowed, what’s changing, and how your business can stay ahead.
In this article we’ll cover:
- The current state of broadcast message limits on WhatsApp
- What “unlimited” really means (and when it doesn’t)
- How businesses can still scale messaging safely and how Instant Broadcast comes into play
What were the original “unlimited” claims?
Traditionally, the WhatsApp Business App allowed you to create broadcast lists (up to 256 contacts per list) and send the same message to all of them. For many small businesses, this felt like “unlimited” because they could keep creating new lists and send many messages.
For example:
On the standard WhatsApp Business App, one broadcast list can include up to 256 contacts.
However, the catch: only contacts who have saved your number receive your broadcast messages.
So while some might call it “unlimited”, in practice there were already constraints.
What has changed in 2025?
In 2025, WhatsApp (via parent Meta Platforms) has introduced more formal limits for broadcast messages especially for business accounts.
Here are key updates:
- WhatsApp announced they will limit the number of broadcast messages a user or business can send per month to curb spam.
- The concept of “unlimited free broadcasts” for business accounts may be shifting toward a paid model or tier-based model in the future.
- For accounts using the Business API, there is a tier system: starting with lower limits and increasing with good quality ratings.
- For standard broadcast lists (via the App), the 256 contacts per list rule still applies.
In short: “Unlimited” free broadcast messages via the WhatsApp Business App are effectively no longer guaranteed if you’re scaling messages – especially if you are blasting many contacts or using un-segment lists.
What “unlimited” really means now
To clarify the nuanced state:
- If you’re using the WhatsApp Business App for one-to-many messages: You are still limited by the 256 contacts per broadcast list rule. And if you send many broadcasts to many lists, you may trigger spam filters or account issues.
- If you’re using the WhatsApp Business API: You can scale much higher thousands or even unlimited contacts eventually but only after you meet certain criteria (good quality, consistent behaviour, consent of contacts, etc).
- So “unlimited” is conditional: unlimited is possible, but only under the API and with the right setup.
How this affects small & medium businesses in India
For SMBs in India, the changes mean:
If you were using simple broadcast lists via the App and sending to hundreds or thousands of contacts, you may hit roadblocks (not all contacts receive messages, increased risk of being restricted).
You will need to upgrade your approach to keep scaling: move toward segmented lists, ensure contacts have opted in, and ideally use a platform built on the API.
You’ll want to track account quality (delivery rate, response rate, number of complaints) because WhatsApp uses these metrics to decide whether to raise your tier.
How Instant Broadcast helps you bypass limitations
That’s where Instant Broadcast comes in. Here’s how our web-based software and app make scaling WhatsApp broadcasts safe, compliant and effective for Indian SMBs:
- Built on the official WhatsApp Business API: Enables you to send messages beyond simple broadcast list limits, moving toward “unlimited” as you build trust and quality.
- Tier progression support: We help you navigate the tier system (1K/day → 10K/day → Unlimited) by maintaining quality, consent and best practices.
- Automation & personalization: You can schedule broadcasts, segment contacts, personalise messages (name, last purchase, etc) – which improves engagement and lowers spam risk.
- Opt-in and compliance built in: We ensure that your contact lists are based on opt-in, and message templates are compliant with WhatsApp policies helping you avoid being flagged.
- Analytics and quality tracking: Real-time reports on delivery, responses and quality help you maintain high rating so your tier can increase.
- Affordable pricing for SMBs: We recognise you’re not a major enterprise yet our plans are designed to let you scale without huge upfront cost.
With Instant Broadcast, you’re no longer stuck with the 256-contact cap of broadcast lists. You’re gearing toward high-volume outreach safely.
Checklist: What you should do now
- Audit your current usage: How many broadcast messages are you sending? How many contacts? What is your delivery and open rate?
- Ensure all contacts on your lists have opted in to receive messages from you.
- Segment your contacts into relevant groups (e.g., frequent buyers, location-based, service categories).
- Consider moving to an API-based platform like Instant Broadcast if you:
- Send large volumes (1000+ contacts)
- Want automation/scheduling
- Are getting lower delivery/open rates via the App version
- Focus on message quality: personalised, value-driven, not spammy. The higher your quality rating, the higher your allowed tier will become.
- Monitor compliance: Use pre-approved templates for outbound messages outside of 24-hour windows, provide opt-out, avoid unsolicited messages.
Final Thoughts !!
So can you still send unlimited broadcast messages on WhatsApp in 2025? Technically yes but only if you’re using the right tools. The days of creating dozens of broadcast lists of 256 contacts each via the standard App and calling it “unlimited” are mostly over for scaling businesses.
If you’re serious about large volume outreach, you’ll want to use the WhatsApp Business API and adopt a platform like Instant Broadcast. That way, you scale safely, stay compliant, and build true reach rather than hitting hidden limits.
