Message limits
How the two monthly message buckets work, when they reset, and what happens when one runs out.
Order updates
842 / 1,000Marketing
94 / 100Two independent buckets. Running out of one never stops the other — a used-up marketing allowance can't block your COD confirmations.
Every plan includes a monthly allowance of template messages, and it applies the same way whether they go out from Wapify's shared number or from your own WhatsApp number, which every plan can connect. Pro is the exception: on Pro, messages from your own number aren't counted at all. This page explains how the counting works.
Two buckets, never mixed
Meta prices templates by category, and a marketing message costs many times what an order update costs. Wapify's allowances mirror that split exactly.
| Bucket | What comes out of it |
|---|---|
| Order updates | COD Confirmation (and its reminder), Fulfillment, Ask for review (and its reminder), Cancellation reasons — plus most templates you send by hand from the Inbox or the Orders page. |
| Marketing | Upsell, Abandoned Cart (and its reminder), Back in Stock, and every Campaign. |
The buckets are independent and never borrow from each other. Both are pooled across all the automations that draw on them — there's no per-automation sub-limit to manage.
The allowances
| Plan | Order updates / month | Marketing / month |
|---|---|---|
| Free | 100 | 10 |
| Basic | 300 | — |
| Growth | 1,000 | 100 |
| Pro | 4,000 | 200 |
| Your own number | The same allowance as above — except on Pro, where your own number is unlimited. Meta bills you directly for these messages | |
Basic has no marketing allowance because it includes no marketing automations. Marketing buckets are small even on Pro, because a marketing message is genuinely expensive and it's the category customers report.
When the month resets
Your allowance runs on 30-day cycles anchored to your subscription, matching Shopify's billing periods — not to the calendar month. If you subscribed on the 8th, your allowance resets on the 8th. Yearly subscriptions get the same monthly buckets, refreshed on the same anniversary.
Stores with no subscription — the Free plan — fall back to the calendar month.
The Plans page always shows exactly when your current cycle rolls over, so there's no arithmetic to do.
What counts and what doesn't
What happens when a bucket runs out
Sending in that category stops until the cycle resets. Wapify doesn't queue the messages and doesn't charge overage — nothing is sent that you didn't pay for, and nothing arrives late en masse when the cycle rolls over.
You'll see it in three places:
- A blocked send appears in Logs with the reason, so you can see exactly which customers were affected.
- Your dashboard shows a plan-limit warning.
- Manual sends from the Orders page or the Inbox tell you before you send, not after.
A campaign that runs out mid-send pauses and records why. The messages already sent have gone; the remaining recipients simply weren't reached.
Your options when you hit a limit
- Wait for the reset
Free, and fine if you're only slightly over.
- Upgrade
Takes effect immediately, and the higher allowance applies at once.
- Connect your own WhatsApp number on Pro
Any plan can connect its own number, but only on Pro does that remove the allowance. Meta then bills you per conversation instead, usually more cheaply at volume. See Your own WhatsApp number.
- Send less of the expensive kind
Marketing is almost always the bucket that runs out. Turning off a follow-up reminder, or narrowing a campaign audience, frees a surprising amount.
The Inbox allowance is separate Free
The two buckets above are about cost: they count the template messages Meta charges for. The Free plan has a third allowance, and it's about access rather than cost — it's what "limited access to the Inbox" means.
| Free | Basic & Growth | Pro | |
|---|---|---|---|
| Messages you send from the Inbox / month | 100 | Read-only | Unlimited |
| Each AI action — reply suggestions, order building, order matching | 10 runs / month each | — | Unlimited |
- Everything you send counts — free-text replies, photos, templates and new chats alike. This is the one place a free-text reply is counted.
- The compose box shows the running total, so you always know where you are before you type.
- Each AI action has its own 10, so spending your reply suggestions doesn't take away your order building.
- A template you send from the Inbox counts twice: once here, and once in the order-update or marketing bucket it belongs to.
- Reading is never limited. Chats, message history, customer profiles and the Lead/Support badges work on every plan, always.
When the 100 runs out, the compose box is replaced by an upgrade prompt until your cycle resets. Nothing is deleted and nothing stops arriving — inbound messages keep landing as normal.
The campaign cap is separate
On the shared number a campaign reaches at most 10 recipients, regardless of how much marketing allowance you have left. It's a separate rule, not a quota — and it disappears when you connect your own number. On your own number there is no per-campaign cap: each recipient simply uses one marketing message from your allowance, and on Pro nothing is counted at all.
Watching usage
The Plans page shows both buckets against their limits for the current cycle, with the reset date. It's worth a look about two-thirds of the way through your first couple of cycles: that's when you find out whether your plan is the right size before it interrupts anything.