Every WhatsApp Business number has a quality rating — High (green), Medium (yellow), or Low (red) — that Meta calculates from how recipients react to your messages. Most businesses discover it exists only after their messaging limit gets cut. Let us fix that.
What moves your rating down
- Blocks: the #1 killer. Every "Block" tap is a strong negative signal.
- Reports: "Report spam" is even worse than a block.
- Low engagement: messages delivered but never read, never replied.
- Messaging non-opted-in numbers: people who never agreed to hear from you block fastest.
What happens when it drops
| Rating | Effect |
|---|
| High (green) | Full limits, eligible for limit increases (1k → 10k → 100k/day) |
| Medium (yellow) | Warning zone — fix your content now |
| Low (red) | Messaging limit cut; templates can get paused; repeated lows → number ban |
The 7 rules that keep you green
- Only opted-in contacts. Non-negotiable.
- Always include opt-out: "Reply STOP to unsubscribe." Counter-intuitive, but giving an exit reduces blocks dramatically — people use STOP instead of Block.
- Personalise: "Hi Ramesh" beats "Dear Customer" — use the {{1}} variable.
- Value > frequency: 2-4 good broadcasts a month beat daily spam. Frequency is the fastest way to red.
- No link shorteners: bit.ly-type links are a known spam signal. Use your full domain.
- Clean copy: no ALL CAPS, no emoji walls, no "FREE!!! WINNER!!!" language.
- Reply fast: active two-way conversations signal a healthy business — a chatbot keeps this running 24×7.
We built our free WhatsApp Message Quality Checker around exactly these rules — paste your message, get a score and specific fixes in 5 seconds, before you broadcast.
Already in yellow or red?
Stop broadcasts for 5-7 days, keep replying to inbound chats, clean your list (remove non-engagers), rewrite your templates with the rules above, then restart slowly with your most engaged segment. Ratings recover — but slowly, so protecting green is always cheaper than earning it back.