Introduction to the WhatsApp quality rating
The WhatsApp quality rating is a system that assesses the quality of the communications you send from a specific Business sender. There are three rating levels:
- High (Green): your messages are well received by users, with few spam reports.
- Medium (Yellow): spam reports or blocks from users are slightly increasing.
- Low (Red): the most critical level, reached when users often block or report your messages.
WhatsApp uses these levels to monitor the reputation of your sender and the quality of your interactions with your contacts. If the rating drops to red, WhatsApp may suspend or limit your use of the channel to protect the overall user experience.
To find out more, see:
- Message volume limit for WhatsApp Business
- Messaging limits and message quality (Meta for Developers)
- About the quality rating of a WhatsApp Business phone number
How does the quality rating work?
The quality rating is updated in real time and reflects how users react to your messages.
If recipients block your number, report your messages as spam or mute notifications, the rating goes down. If, on the other hand, users keep interacting positively with your messages, the rating stays high.
Monitoring the quality rating in magnews
In magnews you can monitor the rating of your senders in App Center > WhatsApp Business > Settings.
For each sender that is correctly connected and configured, the sender card shows the basic information of the WhatsApp Business account, together with the quality rating and the Daily limit.
magnews updates this data every time you open the page, and in any case at least every 8 hours, so the quality rating in the card matches the latest value provided by Meta.
The quality rating shown reflects the values provided by Meta:
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Green check mark for the High level
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Yellow warning sign for the Medium level
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Red exclamation mark for the Low level
Checking your quality rating regularly lets you act promptly if the quality of your communications drops.
Best practices to keep your quality rating high
There are a number of best practices you can (or rather, should) follow to keep your quality rating high, for example:
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Get explicit consent (opt-in): make sure you only send messages to users who have explicitly agreed to receive them on WhatsApp.
Sending unexpected messages on a channel that users often consider "private" carries a high risk of spam reports and blocks which, if numerous, can lead Meta to block the account (temporarily or, in the most serious cases, permanently). - Make opt-out easy: give your users an easy and friendly way to opt out of your messages, so they are not pushed into reporting your content as spam or, even worse, blocking you as a sender.
- Honor opt-out requests: respect the requests of users who want to be removed from your contact list and do not write to them again.
- Personalize your messages: avoid generic messages or promotions sent to users who are not interested. Use personalization elements in your messages and choose the audience based on the best match between content and interests.
- Message frequency: do not send too many messages in a short time, especially to new contacts. For mass communications, it is good practice to use wave sending, to spread the messages over time and be able to act promptly if problems arise, for example a high concentration of spam reports.
- Monitor quality: use the metrics provided by the platform to analyze the performance of your communications and act proactively to improve them.
Remember, keeping a high quality rating on WhatsApp is essential to make sure your business communications are effective and do not harm your brand's reputation. Following best practices and carefully monitoring user feedback is key to keeping WhatsApp a powerful and reliable channel.