A guide for identifying causes, understanding warnings, and using templates correctly.
Why Spam Suspicion Occurs on Meta
Meta (Facebook/WhatsApp) continuously monitors whether business accounts comply with the Messaging and Commerce Policies. In cases of violations or suspicious activity, warnings, restrictions, or suspensions may occur.
Common Causes of Spam Suspicion:
Sending messages to users without a valid opt-in method
High-volume messaging without proper targeting or user consent
Sending content that isn’t personalised enough
Promotional content with low customer relevance or high complaint rates
High number of user blocks or spam reports
Unapproved automations or use of unofficial tools
What are Unapproved Automations? Find info here.
Result: Lower account quality, limited messaging reach, temporary suspension and (in some cases) a permanent ban.
Warnings and How to Identify Them
Warnings are the first stage of enforcement. They indicate that Meta has detected problematic behavior.
Where to Find Warnings:
Account Overview page → https://business.facebook.com/accountquality
Here you can check the status of your accounts.
Meta Business Suite → Settings → WhatsApp Accounts → Account status
Status indicators include Warning, Restricted, Flagged
Email notifications from Meta to Administrators
API/Webhooks: If configured, you’ll receive real-time notifications for account_update events
Typical Warning Signs:
Sudden reduction of messaging limit
Templates or phone numbers cannot be activated
Account Issues seen in the Meta dashboard
WhatsApp Templates and Their Role in Spam Suspicion
Templates (Message Templates or HSMs) are Meta-approved message formats for proactive communication. They are often the source of spam suspicion if used incorrectly.
Common Template Issues:
Misleading or overly promotional content (e.g. “Free gift” messaging without any actual gift available)
Incorrect purpose (e.g., marketing template sent to customer support contacts)
Negative user reactions (several blocks and spam reports)
Limited personalisation or unclear placeholders
Violation of Commerce Policy (e.g., prohibited products)
Template Quality Tiers:
Tier | Meaning | Consequence |
High Quality | Positive feedback | Unrestricted use |
Medium Quality | Mixed feedback | Under observation |
Low Quality | High spam/block rates | Warning or pause |
Paused / Disabled | Poor performance | Deactivated |
Where to Find Template Warnings:
Meta Business Suite → Settings → WhatsApp Accounts → Select account → WhatsApp Manager → Messaging Templates
Possible statuses: Approved, Paused, Disabled, Rejected
Quality Rating: High, Medium, Low
Email notifications from Meta when templates are paused or removed
API/Webhooks: Events for template_status_update
Best Practices for Prevention
To prevent spam issues, we recommended doing the following:
Content and Communication:
Only send messages to users with verified opt-in
Ensure every message provides clear value (not just promotion)
Personalise with the recipient’s name or contextual information
Avoid excessive emojis, all caps, or urgency-driven wording
Strategy and Monitoring:
Regularly review quality ratings
Delete or update inactive or low-quality templates
Monitor feedback (blocks, spam reports)
Use A/B testing for template variations
When a Warning or Restriction Occurs
Steps to take to resolve the issue:
Identify the reason – via Meta Business Suite or Meta email
Adjust message content (e.g. create compliant templates)
Submit an appeal if the warning seems unjustified
Review internal processes – message frequency, targeting, and tools
Support Reference:
Official Meta page: Policy Enforcement & Violations
Appeals & review process: Accessible in Business Manager under “Account Quality”