WhatsApp Quality Rating, Status Changes, and Messaging Limits

Understand how your WhatsApp Business quality rating works, what happens when your phone number status changes, and how Meta's messaging limit tiers function.

Table of Contents

Quality Rating

Your quality rating is a rating based on the recent messages that your customers have received over the past seven days. This rating is determined by feedback from your customers, such as the reason they blocked your phone number and other reporting issues.

You can find the quality rating below the Phone numbers tab in your Meta WhatsApp Manager. The Quality rating column displays the quality states, including:

You can become eligible for more features when your business maintains a High quality rating. When a user blocks your business, they can select a block reason, including No longer needed, Didn't sign up, Spam, Offensive messages, or No reason.

If your quality rating is medium or low, you can hover over the rating in WhatsApp Manager to view insights into the block reasons, if available. This can help your business understand the details around user block reasons, avoid continuing to send low-quality templates, and mitigate the risk of more customers blocking your phone number.

You can subscribe to be notified for quality-related updates. You'll receive an email and a notification in Meta Business Manager when:

You can find the quality rating over the past 30 days by clicking the icon in the Settings column. You can view the lowest quality score for the business on a given day, which enables a better understanding of potential drivers over the past 30 days that may have caused the quality rating to decline or increase.

Status Changes

When the quality rating reaches low quality, your phone number quality rating changes to Low. If the phone number quality is Low and on track to be downgraded to a lower message tier, the phone number status changes to Flagged. When a phone number is Flagged, if the quality doesn't improve over seven days, the status returns to Connected. However, the messaging limit will decrease to the next level. For example, a phone number that used to have the 100,000 messaging limit now has the 10,000 messaging limit.

If your quality rating reaches low quality, or your phone number status changes to Flagged or Restricted status, you'll receive an email and notification in Business Manager as a warning.

Note: If you are a Business Solution Provider (BSP), pass this information to your clients so that they can proactively manage these warnings.

Messaging Limits

Messaging limits determine the maximum number of business-initiated conversations that each phone number can start in a rolling 24-hour period. A business-initiated conversation starts when the first message is delivered to a customer and ends 24 hours later. A conversation can't end before then. If you reach the messaging limit, you can start more conversations when one or more active conversations end. Remember that messaging limits don't apply to user-initiated conversations.

There are four levels of messaging limits applying to businesses that have completed business verification:

Note: A business starts with 1,000 business-initiated conversations per phone number when it completes business verification. Learn more about best practices to enable more features and reach more customers.