WhatsApp quality rating and messaging limits: keeping your number healthy

Meta gives every number on the WhatsApp Business API a quality rating that moves with how customers have reacted to your messages recently. It has three levels:

Green (high)

Customers engage well — carry on

Yellow (medium)

Blocks or reports are rising — review content and audience

Red (low)

Restriction risk — stop marketing campaigns and fix the cause

Each number has a limit on how many customers you can start conversations with (using templates) in 24 hours. A new number starts small and grows in steps — thousands, tens of thousands, up to unlimited — as you send steadily and quality stays good.

The limit applies only to conversations you start. Replies to customers who write to you do not count against it.

• Messaging people who did not agree to hear from you.
• Several marketing messages in a row to the same customer.
• Content unrelated to what the customer expects from you.
• Bought or stale number lists.
• No clear way for the customer to stop messages.

• Send steadily instead of one huge campaign now and then.
• Start with your most engaged customers.
• Split large campaigns into batches.
• Keep messages useful and personal.
• Verify your Meta business.

In FASLA CLOUD the numbers settings show each number’s quality rating and current messaging limit, so you know what a number can take before any campaign and catch a rating change early.

If the rating turns yellow: pause marketing for a couple of days, review the last campaign, then send to a smaller, more engaged audience.