# What to Do When Account Quality Drops (High to Medium or Low)

If your account quality drops from High to Medium or Low, it means customers are reacting negatively to your recent messages. Immediate action is important to prevent restrictions and restore quality.

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#### <mark style="color:$primary;">**Step 1: Pause All Broadcasting Activities**</mark>

As soon as you notice the quality drop:

* Stop all bulk promotional or broadcast messaging immediately

This prevents further blocks or reports while the rating stabilizes.

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#### <mark style="color:$primary;">**Step 2: Continue Responding to Incoming Messages**</mark>

Even if broadcasts are paused:

* Keep replying to customer messages
* Continue support-related communication normally

This helps maintain healthy engagement.

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#### <mark style="color:$primary;">**Step 3: Analyze the Cause of the Quality Drop**</mark>

Review your recent messaging activity with your internal team and identify:

* Which templates or campaigns were recently sent
* Whether users had opted in to receive messages
* Whether message frequency was too high
* Whether the content felt irrelevant or overly promotional
* Whether most templates are showing consistently low read rates, which may indicate poor engagement and could increase the likelihood of negative user feedback over time

Understanding the cause is essential for recovery.

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#### <mark style="color:$primary;">**Step 4: Re-strategize Your Communication Approach**</mark>

Once the issue is identified, adjust your strategy by:

* Sending more personalized and useful messages
* Reducing promotional frequency
* Avoiding unnecessary follow-ups
* Ensuring opt-in compliance

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#### <mark style="color:$primary;">**Step 5: Resume Broadcasting Only After Recovery**</mark>

Wait a few days for the quality rating to improve back to Medium or High.

Once the rating stabilizes, you may resume broadcasts gradually with improved messaging practices.

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#### <mark style="color:$primary;">**Maintaining a High Quality Rating (Long-Term Best Practices)**</mark>

To maintain a High Account Quality rating consistently, it is important to follow these best practices:

#### <mark style="color:$primary;">**Ensure Policy Compliance**</mark>

Always make sure your messages follow:

* [WhatsApp Business Policy](https://business.whatsapp.com/policy)
* [WhatsApp Commerce Policy](https://www.facebook.com/policies_center/commerce)

Non-compliant messaging can lead to blocks, reports, or restrictions.

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#### <mark style="color:$primary;">**Message Only Opted-In Users**</mark>

Only send messages to users who have clearly opted in to receive communication from your business.

Messaging users without consent is one of the most common reasons for quality drops.

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#### <mark style="color:$primary;">**Send Personalized and Useful Messages**</mark>

Your messages should feel relevant and valuable.

Avoid sending:

* Generic welcome messages
* Open-ended introductory messages with no purpose
* Unnecessary promotional content

Instead, focus on helpful updates that customers expect.

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#### <mark style="color:$primary;">**Be Mindful of Messaging Frequency**</mark>

Do not send too many messages in a single day.

Maintain a thoughtful balance by:

* Reducing repetitive follow-ups
* Keeping informational messages clear and concise
* Optimizing content length to avoid overwhelming users

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Account quality is a strong indicator of customer experience. Acting quickly when quality drops and maintaining responsible messaging practices will help keep your WhatsApp API number healthy and unrestricted.