Protect your number's quality
Meta gives every WhatsApp business number a quality rating based on how customers react to your messages. A good rating keeps your messages flowing. A poor one can limit how many people you can message, pause templates, and in serious cases restrict the number.
#What lowers your quality
- Customers blocking or reporting your number
- Messaging people who didn't agree to hear from you
- Sending too many marketing messages, too often
- Messages that feel irrelevant, vague or spammy
- Sending at night
#What keeps it high
- Message only people who opted in. See Consent and messaging rules.
- Personalise, and send what's relevant to each segment, not everything to everyone.
- Keep marketing to a sensible frequency, for example one or two messages a week at most.
- Use Business Hours Only sending in campaigns.
- Give an easy opt-out, and honour it.
- Reply fast. The AI agent answers in seconds, so customers who reply get a good experience.
#Messaging limits
Meta sets how many different people your number can message first in 24 hours. New numbers start with a lower limit, which rises as you send good-quality messages to more people. If you hit the limit, the rest of a campaign waits. Grow steadily rather than sending one huge blast from a new number.
#Meta's per-person marketing limit
Meta also limits how many marketing messages each person receives from all businesses. Some marketing messages may not be delivered for this reason; they show as failed with a reason, and you aren't charged.
#If your quality drops
- Pause large marketing campaigns.
- Check recent templates for anything that could annoy people, and improve them.
- Send only to your most engaged customers for a while.
- Quality usually recovers over about a week of good sending.
If a template is paused, edit it to make it more relevant, or create a new one.