Understanding Account Quality
Account Quality is Meta’s way of measuring how customers are reacting to the messages sent from your WhatsApp Business API number. It helps businesses understand whether their communication is being received positively or if users are blocking or reporting messages.
A strong account quality rating is important for maintaining smooth message delivery and avoiding restrictions.
What is Account Quality?
Account Quality (also called Quality Rating) is a rating based on how your recent messages have been received by customers over the last seven days.
Meta determines this rating using customer feedback signals such as:
Users blocking your business number
Users reporting messages as spam
Negative feedback from recent conversations
Recent feedback is given more importance than older feedback.
Quality Rating Levels
Meta displays three quality states:
Green: High Quality
Yellow: Medium Quality
Red: Low Quality
A High Quality rating indicates that customers are engaging well with your messages. Medium or Low ratings indicate that customers may be blocking or reporting your communication.
Why Account Quality Matters
Your quality rating impacts:
Message deliverability
Messaging limit tier upgrades
Eligibility for advanced WhatsApp features
Risk of phone number restrictions
Maintaining a High Quality rating helps ensure long-term stability for your WhatsApp API number.
Common Reasons Customers Block a Business
When users block a business, they may select a reason such as:
No longer needed
Didn’t sign up
Spam
Offensive messages
No reason
These block reasons provide insight into what may be causing your quality rating to decline.
Best Practices to Maintain High Quality
To maintain a strong quality rating:
Only message users who have opted in
Send useful, relevant, and personalized communication
Avoid excessive message frequency
Ensure compliance with WhatsApp Business and Commerce Policies
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