How WhatsApp Business Manages Quality

WhatsApp Business enforces quality checks to ensure a positive user experience for end users. These checks operate at two main levels:

  1. Phone Number Quality
  2. Message Template Quality

Understanding both will help keep your outreach effective and well-received.

Note: All WhatsApp Business usage must comply with the WhatsApp Business Terms of Service (updated February 16, 2024), the WhatsApp Business Messaging Policy, and the WhatsApp Messaging Guidelines.


1. Phone Number Quality

1.1 Quality Rating

Each WhatsApp Business phone number has a quality rating based on recent user feedback (blocks, reports, spam complaints) over the past 7 days. This rating determines how many conversations you can initiate and protects users from unwanted content.

Common quality ratings include:

  • Green (High quality)
  • Yellow (Medium quality)
  • Red (Low quality)

Maintaining a high (green) rating typically preserves or extends your messaging capacity.

1.2 Status Changes

Depending on the quality and sending patterns, phone numbers can transition between different statuses. Although naming may vary, the main types are:

  • Connected: Normal operation, with full access to your current messaging limit.
  • Flagged: Triggered if the quality rating drops to Red. If quality improves within a certain period, the number returns to Connected without a penalty. Otherwise, the messaging limit might be reduced.
  • Restricted: Occurs when you exceed your messaging limit within a rolling 24-hour period. You cannot initiate new business-initiated conversations until the limit resets, although you can respond to user-initiated messages.

1.3 Messaging Limits

Messaging limits determine how many business-initiated conversations you can begin in a rolling 24-hour period. Typical tiers include:

  1. 1,000 conversations
  2. 10,000 conversations
  3. 100,000 conversations
  4. Unlimited conversations

Most phone numbers start at a lower tier and can be upgraded through consistent high quality and compliance. Conversely, recurrent low quality can result in downgrades.


2. Message Template Quality

Templates are pre-approved messages designed to initiate conversations or send notifications outside the standard 24-hour service window. Each template has its own quality rating.

2.1 Creation and Approval

  • Creation: Templates must follow proper formatting (e.g., {{1}} for placeholders) and comply with content guidelines.
  • Approval: WhatsApp reviews newly created templates. Approved templates go “active” and can be used to message customers.

2.2 Possible Statuses

Templates move through different statuses based on user feedback and internal checks:

  • In Review: Pending approval.
  • Rejected: Failed to meet requirements (format errors, policy violations, etc.).
  • Active – Quality pending: Recently approved or lacking sufficient feedback.
  • Active – High Quality (green): Consistently positive feedback, minimal complaints.
  • Active – Medium Quality (yellow): Some negative signals but still usable.
  • Active – Low Quality (red): Frequent complaints or low engagement, at risk of pause or disablement.
  • Paused: Temporarily inactive due to recurrent negative feedback; cannot be sent until unpaused.
  • Disabled: Permanently blocked; cannot be sent.
  • Appeal Requested: An appeal has been filed against a rejection or disabling.

2.3 Quality Rating and Feedback

  • High Quality (green): Good engagement, few or no complaints.
  • Medium Quality (yellow): Mixed feedback.
  • Low Quality (red): Persistent negative feedback, risking pause or disablement.

2.4 Template Pacing

Sometimes WhatsApp holds (“paces”) distribution of a newly created or recently unpaused template if its quality history is weak:

  • A certain threshold of sends may be reached; if the feedback is poor, the template is paused and any queued messages are dropped.
  • If the feedback is positive, the pending messages eventually get released and sent.

2.5 Template Pausing

When a template repeatedly hits Low Quality (red):

  1. 1st instance: Paused for a few hours (e.g., 3 hours).
  2. 2nd instance: Paused for a longer period (e.g., 6 hours).
  3. 3rd instance: Fully disabled.

While paused, the template cannot be sent in any campaign or automation.


3. Best Practices for Maintaining High Quality

  1. Send Relevant Content
    Ensure messages are valuable, timely, and clear to minimize blocks or complaints.

  2. Use Proper Template Formatting
    Confirm placeholder syntax (e.g., {{1}}) and follow content guidelines.

  3. Monitor Feedback
    Track blocks or spam reports, adjusting frequency or content if complaints increase.

  4. Follow All Terms and Policies
    Adhere to the WhatsApp Business Terms of Service, the WhatsApp Business Messaging Policy, and the WhatsApp Messaging Guidelines.

  5. Adjust Campaigns if Negative Signals Emerge
    Temporarily halt or slow sending to address complaints and optimize content or targeting.

  6. Scale Gradually
    Ramping up slowly helps maintain a stable quality rating and avoid sudden spikes in negative feedback.


4. Troubleshooting & Appeals

  • If Your Phone Number Is Flagged or Restricted

    • Review recent messaging activity.
    • Adjust targeting or content to reduce negative feedback.
  • If a Template Is Rejected

    • Correct formatting errors, ensure compliance, and resubmit.
    • Include clear examples of usage.
  • If a Template Is Paused or Disabled

    • Revise content to address user complaints.
    • Wait out or manually resolve pause durations.
  • Appeals

    • If you believe a decision was made in error, appeal through the process provided in your notification.
    • Include an example showing how you plan to use the template.

5. Summary

WhatsApp Business manages quality at both the phone number and the template level:

  • Phone Number Quality: Affects your messaging limits and status (Connected, Flagged, Restricted).
  • Template Quality: Evaluates each template’s user feedback.

Maintaining strong compliance with the WhatsApp Business Terms of Service, the WhatsApp Business Messaging Policy, and the WhatsApp Messaging Guidelines is crucial for stable sending. Keep a close watch on your quality signals and respond quickly to any negative indicators to ensure an optimal experience for both your business and your customers.

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