Meta regularly evaluates the quality of your WhatsApp Business API phone number to ensure customers do not receive spam messages. This evaluation influences your number’s quality rating, status and messaging limits, and is based on how recipients interact with the messages you send.
What is a Quality Rating
Meta assigns each WhatsApp Business phone number a quality rating based on how customers receive your messages over the past seven days. Recent interactions carry more weight in the rating. Signals such as blocks, reports and user feedback are factored into this rating.
The most common quality ratings are:
Green — High quality: Messages are generally well received.
Yellow — Medium quality: Some concerning feedback detected.
Red — Low quality: Significant negative feedback or poor engagement.
You can find the Quality Rating in your Meta Business Suite.
Go to Settings.
Then go to WhatsApp Accounts → WhatsApp Manager
Then select Account Tools → Phone Numbers and you will be able to see the Quality Rating in the area marked below.
What factors influence the quality of your messages?
Here's an overview of what contributes to the quality assessment:
Compliance with guidelines
Consent of contacts
Personalisation and utility
Self-contained messages
Frequency of sent messages
Content and length
To avoid a drop in your quality rating, it is therefore best to:
Follow Meta’s guidelines
Take the time to read Meta’s WhatsApp Business Policy and Commerce Policy. Make sure your messages do not include content that could violate these guidelines. Use appropriate language and ensure any attachments also comply with Meta’s rules.
Get consent from your contacts
Only send messages to contacts who have explicitly agreed to receive messages from your business. This respects user privacy and reduces the likelihood of customers reporting your messages as spam.
Before sending updates or newsletters, make sure customers have a clear way to opt in. Superchat’s opt-in methods are suitable for collecting consent.
Personalise messages and provide value
Keep your messages relevant and as personalised as possible. Instead of sending generic promotional content, reference previous interactions or customer context where possible. When using WhatsApp templates, you can use wildcard variables to add personalisation.
Send clear, self-contained messages
Avoid messages with open endings that leave customers unsure what to do next. Provide clear and complete information to prevent confusion and unnecessary back-and-forth. For example, if you promote an offer, include key details such as the promotion period, discount codes, and any terms and conditions.
Avoid sending too many messages
Sending messages too frequently can annoy customers and increase the chance of being reported as spam. Keep communication to what is necessary and relevant.
If needed, ask customers for feedback on how often they want to receive updates.
Keep content structured and easy to read
Meta places importance on informative, user-friendly messaging. Keep messages well structured and easy to understand, without overwhelming the recipient.
When sharing product information or offers, break the message into sections (e.g. features, availability, pricing) to improve readability.