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.

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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.

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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.

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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.

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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.

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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