WhatsApp Marketing and Bulk Actions in GoHighLevel are powerful tools for customer engagement. However, message deliverability and long-term sending ability are directly influenced by your WhatsApp Quality Score. This article explains how the quality score works, how it impacts message delivery, and the best practices you should follow to maintain a healthy sending reputation.
What is WhatsApp Quality Score?
WhatsApp Quality Score is a reputation rating assigned by Meta (WhatsApp) to your phone number and WhatsApp Business Account. It reflects how recipients respond to your messages and whether your messaging behavior follows WhatsApp policies.
Meta continuously evaluates quality based on:
User engagement (replies, clicks)
Negative feedback (blocks, spam reports)
Message volume and frequency
Template relevance and compliance
A strong quality score ensures reliable deliverability. A poor score can lead to restrictions.
How does Quality Score affect message deliverability?
Your quality score directly determines how WhatsApp delivers your messages:
High Quality: Messages are delivered consistently with higher throughput
Medium Quality: Messages may be rate-limited or delayed
Low Quality: Messages may fail, be throttled, or lead to account restrictions
Once quality drops, recovery requires sustained positive engagement over time.
What actions negatively impact Quality Score the most?
The most damaging signals are:
Users blocking your WhatsApp number
Users reporting your messages as spam
Sending messages without valid opt-in
A small increase in negative feedback—especially during bulk sends—can significantly impact deliverability.
Does WhatsApp Bulk Actions increase risk?
Yes. Bulk Actions amplify both good and bad messaging behavior. Large sends to unengaged or unsegmented audiences increase the likelihood of:
Spam reports
Blocks
Low engagement
This can quickly reduce your quality score if not managed carefully.
How can I maintain a high WhatsApp Quality Score?
Follow these proven best practices consistently.
Do / Don’t Best Practices
✅ DO
Send messages only to contacts who explicitly opted in for WhatsApp
Start with low volumes when using a new number or campaign
Gradually scale daily message volume
Segment contacts based on engagement and relevance
Personalize messages where possible
Use clear, honest, and relevant message templates
Respect opt-out requests immediately
Monitor delivery and engagement after every bulk send
❌ DON’T
Send WhatsApp messages to purchased, scraped, or cold lists
Run large bulk campaigns on a newly onboarded number
Send repeated follow-ups without user interaction
Use misleading, overly promotional, or irrelevant templates
Ignore opt-outs or re-message blocked users
Run back-to-back bulk actions without monitoring performance
How does opt-in impact Quality Score?
Opt-in is mandatory for WhatsApp messaging. Poor opt-in practices are a leading cause of quality degradation.
You must ensure:
Users clearly consented to receive WhatsApp messages
The message purpose matches what the user agreed to receive
Opt-out instructions are honored immediately
Lack of consent often results in spam reports and blocks.
How fast should I scale Bulk Actions?
Scaling should be gradual and data-driven:
Begin with a small, engaged audience
Increase volume slowly over days or weeks
Monitor replies, delivery status, and failures
Sudden spikes in volume are treated as risk signals by WhatsApp.
What should I do if my Quality Score drops?
If you notice reduced delivery or warnings:
Pause all bulk campaigns immediately
Reduce daily message volume
Message only highly engaged contacts
Improve content relevance and personalization
Allow time for quality recovery through positive engagement
Quality recovery is not instant and depends on consistent improvements.
WhatsApp success in GoHighLevel depends on quality-first messaging. Bulk Actions should be used strategically, with strong opt-in, careful segmentation, and ongoing monitoring.
Prioritizing user experience over message volume is the most effective way to protect deliverability and long-term account health.
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