Glossary / WhatsApp Quality Rating
WhatsApp Quality Rating
WhatsApp Quality Rating is Meta's live score (High, Medium, or Low) for a WhatsApp Business number — based on user block and report rates — that controls your daily messaging limit.
Full definition
Meta assigns a Quality Rating to every WhatsApp Business phone number based on how recipients respond to messages from that number over the previous seven days. High rates of user blocks, spam reports, and opt-outs lower the rating. A number at Medium has its daily message tier frozen; a number at Low has it reduced. If a number stays at Low for an extended period, Meta can pause or permanently restrict it. The Quality Rating is the most common silent killer of WhatsApp campaign performance — deliverability can drop significantly before the operator notices, because Meta does not alert you when the limit is reduced. Monitoring Quality Rating in the campaign dashboard is essential for any team running regular outbound sends.
Key facts
- Three tiers: High (green), Medium (yellow), Low (red)
- Rating is recalculated based on the last 7 days of user feedback signals
- A Medium rating freezes your daily messaging tier; a Low rating reduces it
- Sending to non-opted-in contacts and ignoring STOP replies are the fastest ways to drop rating
- Opt-out requests (STOP replies) must suppress further sends immediately per Meta policy
- Quality Rating affects all outbound message types including marketing and utility templates
Related terms
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ReadAI-powered abandoned cart recovery re-engages customers who added items to a cart but didn't check out — typically via WhatsApp — using a personalized AI conversation instead of a generic email. Recovery rates of 15–30% are typical, compared to 2–5% for email.
ReadSee whatsapp quality rating in production
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