> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/meta-business-setup/account-quality/what-to-do-when-account-quality-drops.md).

# What to do when account quality drops

Recover account quality after a drop with immediate actions and long-term messaging best practices.

If your account quality drops from High to Medium or Low, customers are reacting negatively to your recent messages. Here's how to act fast and get it back on track.

#### What's covered

* [What to do immediately when quality drops](#what-to-do-immediately-when-quality-drops)
* [Maintaining a high quality rating for the long term](#maintaining-a-high-quality-rating-for-the-long-term)

#### What to do immediately when quality drops

**Step 1: Pause all broadcasting activities**\
Stop all bulk promotional or broadcast messaging immediately.

{% hint style="warning" %}
Pausing broadcasts as soon as you notice the drop prevents further blocks or reports while your rating stabilizes.
{% endhint %}

**Step 2: Continue responding to incoming messages**\
Keep replying to customer messages and continue support-related communication normally, even while broadcasts are paused. This helps maintain healthy engagement while you sort out the underlying issue.

**Step 3: Analyze the cause of the quality drop**\
Review your recent messaging activity with your internal team and identify which templates or campaigns were recently sent, whether users had actually opted in to receive messages, whether message frequency was too high, whether the content felt irrelevant or overly promotional, and whether most templates are showing consistently low read rates, which can indicate poor engagement and increase the likelihood of negative feedback over time. Understanding the root cause is essential for recovery, so don't skip this step.

**Step 4: Re-strategize your communication approach**\
Send more personalized and useful messages, reduce promotional frequency, avoid unnecessary follow-ups, and ensure opt-in compliance.

**Step 5: Resume broadcasting only after recovery**\
Wait a few days for the quality rating to improve back to Medium or High. Once the rating stabilizes, resume broadcasts gradually with improved messaging practices. You can track your rating's progress by checking your account quality in DoubleTick or Meta's WhatsApp Manager.

#### Maintaining a High Quality Rating Long-Term

To keep your WhatsApp account quality rating consistently High and protect your business number from restrictions, follow these four core practices:

**Ensure Strict Policy Compliance**: Align every template and outgoing broadcast with the [WhatsApp Business Policy](https://www.whatsapp.com/legal/business-policy/) and [WhatsApp Commerce Policy](https://www.whatsapp.com/legal/commerce-policy/). Non-compliant content triggers spam reports, blocks, and account penalties.

**Message Only Opted-In Users**: Obtain explicit, verifiable consent before starting a chat. Reaching out to users without clear opt-ins is the primary cause of sudden quality score drops.

**Deliver Value with Contextual Content**: Tailor broadcasts to feel personal, timely, and actionable.

**Avoid**: Generic greetings, vague intro messages without clear context, or aggressive marketing blasts.

**Prioritize**: Expected transactional updates, order statuses, and requested support.

**Control Messaging Volume & Frequency**: Pushing too many notifications in a short timeframe leads to high block rates.

* Limit daily outreach per individual user.
* Minimize repetitive multi-step follow-ups.
* Keep messages concise and readable to avoid fatigue.

#### Key takeaways

* Pause broadcasts the moment you notice a quality drop, but keep responding to customers.
* Find the root cause before you resume: opt-in issues, frequency, irrelevant content, or low read rates are the usual suspects.
* Only resume broadcasting once the rating has stabilized back to Medium or High.
* Long term, staying policy-compliant, opted-in, personalized, and reasonably paced is what keeps you Green.

#### FAQs

**How long does it take for account quality to recover?**\
It varies, but usually a few days of improved messaging behavior and no broadcasts is enough to see the rating stabilize.

**Can I still send messages at all while my quality is Low?**\
Yes, keep responding to customer-initiated conversations. Just pause bulk broadcasts and promotional campaigns.

**What's the most common reason accounts drop in quality?**\
Messaging users who never opted in, followed closely by overly frequent or overly promotional content.

**How do I know when it's safe to resume broadcasting?**\
Check your account quality in DoubleTick or Meta's WhatsApp Manager. Once it's back to Medium or High and stable, you can resume gradually.

**Does low read rate on templates affect account quality?**\
Yes, consistently low read rates can signal poor engagement, which increases the risk of negative feedback and can contribute to a quality drop over time.

#### Related topics

* [Account quality guide](/meta-business-setup/account-quality/account-quality-guide.md)
* [How to check account quality](/meta-business-setup/account-quality/how-to-check-account-quality.md)
* [How to check messaging limits](/meta-business-setup/messaging-limit/how-to-check-messaging-limits.md)


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