Number quality rating
The quality rating is the assessment Meta assigns to the quality of messages sent from a WhatsApp Business number, expressed in three levels: high, medium and low. It is based on recent signals from recipients, in particular blocks and reports. A prolonged low rating can reduce the number's messaging limits or lead to restrictions on its features.
The rating reflects how recipients react to your messages in the recent period: blocks and reports weigh negatively. The status is visible in WhatsApp Manager and combines with the number's status: a prolonged low rating can lead to a reduced messaging tier or account warnings. The rating belongs to the number, so aggressive campaigns also damage the customer care that shares the same number.
The typical causes of degradation: lists with contacts lacking genuine consent, excessive frequency, content that doesn't match the signup promise, the absence of an unsubscribe route that pushes people to block. The countermeasures mirror them: clean, documented opt-ins, sustainable and segmented pressure, easy and immediate opt-out, rating monitoring after every major campaign. If the rating drops, the correct reaction is to stop mass campaigns and restart from the warmest segments.
SendApp helps you protect the rating: automatic unsubscribe management, tag-segmented sends and campaigns staggered in batches reduce blocks and reports.
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