Account quality guide
Learn what Account Quality means for your WhatsApp API number, how Meta calculates it, and why keeping it healthy matters for your business.
Account Quality is Meta's way of measuring how customers are reacting to the messages you send from your WhatsApp Business API number. It tells you whether your communication is landing well, or whether users are blocking or reporting your messages. Account Quality (also called Quality Rating) reflects how your recent messages have been received over the last seven days. Meta calculates it using customer feedback signals such as:
Meta shows your account quality as one of three states: Green: High quality, Yellow: Medium quality, Red: Low quality. A High quality rating means customers are engaging well with your messages. Medium or Low ratings mean customers may be blocking or reporting your communication, and it's worth investigating right away. You can check your current rating in DoubleTick or directly in Meta's WhatsApp Manager.
What's covered
What is account quality
Account Quality is Meta's way of measuring how customers are reacting to the messages you send from your WhatsApp Business API number. It tells you whether your communication is landing well, or whether users are blocking or reporting your messages.
Account Quality (also called Quality Rating) reflects how your recent messages have been received over the last seven days. Meta calculates it using customer feedback signals such as:
Users blocking your business number
Users reporting messages as spam
Negative feedback from recent conversations
Quality rating levels
Meta shows your account quality as one of three states:
Green: High quality
Yellow: Medium quality
Red: Low quality
A High quality rating means customers are engaging well with your messages. Medium or Low ratings mean customers may be blocking or reporting your communication, and it's worth investigating right away. You can check your current rating in DoubleTick or Meta's WhatsApp Manager.
Why account quality matters
Your quality rating directly impacts:
Message deliverability
Messaging limit tier upgrades
Eligibility for advanced WhatsApp features
Risk of phone number restrictions
A Medium or Low rating puts your number at risk of 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, Meta usually asks them to pick a reason. Common ones include:
No longer needed
Didn't sign up
Spam
Offensive messages
No reason given
These block reasons give you useful insight into what might be causing your quality rating to decline.
Best practices to maintain high quality
To keep your quality rating strong:
Only message users who have opted in
Send useful, relevant, and personalized communication
Avoid excessive message frequency
Stay compliant with WhatsApp's Business and Commerce policies
If your rating does slip, see what to do when account quality drops for the recovery steps.
Key takeaways
Account Quality reflects how customers reacted to your messages over the last 7 days.
It's shown as Green (High), Yellow (Medium), or Red (Low).
Blocks, spam reports, and negative feedback all pull your rating down.
A low rating can restrict deliverability, limit upgrades, and put your number at risk.
Messaging only opted-in users with relevant, well-paced content is the best way to stay Green.
FAQs
How often does Meta update the quality rating? It's based on a rolling seven-day window of customer feedback, so it can change frequently as new signals come in.
Can one bad campaign drop my rating? Yes, if it generates enough blocks or spam reports in a short period, since recent feedback is weighted more heavily than older feedback.
Does a Medium rating mean my number will get banned? Not immediately, but it's a warning sign. Left unaddressed, it can lead to messaging restrictions, so it's best to act early.
Where can I check my current account quality? You can view it by checking your account quality, either from the DoubleTick dashboard or directly in Meta's WhatsApp Manager.
What's the fastest way to recover from a quality drop? Pause broadcasts, keep responding to customers, and fix the underlying issue. Full steps are in what to do when account quality drops.
Related topics
Last updated