WhatsApp Quality Rating: How to Keep Your Number Safe and Healthy

What is the quality rating?

Every phone number on the WhatsApp Business API has a quality rating. It reflects how customers have reacted to your messages recently. You can see it in WhatsApp Manager and usually in your WATick panel:

• 🟢 High – customers are happy with your messages.
• 🟡 Medium – some customers are blocking or reporting you. Time to improve.
• 🔴 Low – many blocks or reports. Your sending can be limited.

What lowers your rating?

• Customers blocking your number.
• Customers reporting your messages as spam.
• Low engagement – many people ignoring messages can also be a sign of poor targeting.

These reactions usually happen when people didn’t expect your message, get too many messages, or find them irrelevant.

What happens when the rating drops?

• Meta may limit how many people you can message.
• Templates that get a lot of negative feedback can be paused.
• In serious or repeated cases, the account can face stronger restrictions.

10 habits that keep your rating high

1. Message only opted-in customers. This is the single most important rule.
2. Set expectations at opt-in. Tell people what they will receive and how often.
3. Send fewer, better marketing messages. One or two a week is plenty for most businesses.
4. Segment your list. Send offers only to people likely to care – past buyers of a category, a city, a course.
5. Personalise. Names and relevant details feel less like spam.
6. Add an easy opt-out. A STOP option means unhappy people leave instead of reporting you.
7. Reply fast. Answer questions quickly; ignored customers are more likely to block.
8. Warm up new numbers. Start with smaller campaigns to your most engaged customers.
9. Watch template feedback. If one template gets blocked often, rewrite or stop it.
10. Clean your list. Remove numbers that never read or reply over a long time.

How to recover a Medium or Low rating

1. Pause marketing campaigns for a few days.
2. Find the campaign or template that caused blocks and fix or stop it.
3. Restart with small, highly relevant sends to engaged customers.
4. Keep replying fast and handling opt-outs.

Ratings are based on recent feedback, so good behaviour over the next days usually helps the rating improve.

How WATick helps

WATick helps you segment contacts with labels, schedule campaigns, add opt-out buttons and track read and reply reports – so you can send smarter, not more. Start your free trial or read how to collect opt-ins the right way.