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WhatsApp Quality Ratings, Status Changes, and Messaging Limits

Maintaining a good standing with WhatsApp is essential for effective business communication. This guide explains how your WhatsApp Business quality rating is determined, what happens when your phone number status changes, and how Meta's messaging limits work.

Quality Rating

Your WhatsApp Business quality rating reflects the recent messages your customers have received over the past seven days. This rating is based on customer feedback, including reasons for blocking your number and other reported issues.

You can view your quality rating in the Meta WhatsApp Manager under the Phone numbers tab. The Quality rating column displays one of three states:

Green: High quality
Yellow: Medium quality
Red: Low quality

A High quality rating makes your business eligible for additional features. When users block your number, they can select reasons such as No longer needed, Didn't sign up, Spam, Offensive messages, or No reason.

If your rating is medium or low, hover over the rating in WhatsApp Manager to see insights into block reasons, if available. This helps you understand user feedback, avoid sending low-quality templates, and reduce the risk of more blocks.

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

A phone number's status changes to Flagged or when this status is removed.
There is a change to a phone number's messaging limits.

To see your quality rating over the past 30 days, click the icon in the Settings column. This view shows the lowest quality score for each day, helping you identify factors that may have affected your rating.

Status Changes

When your quality rating drops to low, your phone number status changes to Low. If the quality remains low and is on track for a messaging tier downgrade, the status changes to Flagged.

If a Flagged status doesn't improve within seven days, it returns to Connected, but the messaging limit decreases to the next level. For example, a number with a 100,000 limit might drop to 10,000.

Connected Status

In this status, you can send outgoing messages within your set messaging limit.

Flagged Status

This occurs when your quality rating is Low and likely to be downgraded. You cannot upgrade messaging tiers while Flagged.

If your quality improves to High or Medium within seven days of being Flagged, the status returns to Connected and your messaging limit remains unchanged. If not, the status returns to Connected but with a lower messaging limit.

You will receive an email and notification in Business Manager if your quality rating reaches Low or your status changes to Flagged or Restricted.

Restricted Status

This status occurs when you reach your messaging limit, regardless of quality rating. While Restricted, you cannot send outgoing messages for 24 hours, but you can still respond to customer-initiated messages.

Note: If you are a Business Solution Provider (BSP), share this information with your clients to help them manage warnings proactively.

Messaging Limits

Messaging limits define the maximum number of business-initiated conversations a phone number can start in a rolling 24-hour period. A business-initiated conversation begins when the first message is delivered and ends 24 hours later.

If you reach your limit, you can start more conversations once active ones end. These limits do not apply to user-initiated conversations.

Businesses that complete verification have four messaging limit levels:

1,000 business-initiated conversations (with 1,000 unique customers) per 24 hours
10,000 business-initiated conversations (with 10,000 unique customers) per 24 hours
100,000 business-initiated conversations (with 100,000 unique customers) per 24 hours
Unlimited business-initiated conversations per 24 hours

Note: Newly verified businesses start with 1,000 business-initiated conversations per phone number.

Follow best practices to enable more features and reach more customers effectively.