About your WhatsApp Business phone number's quality rating

Your quality rating is a rating based on the recent messages that your customers have received over the past seven days. This rating is determined by the feedback from your customers, such as the recent blocks, your phone number and other reporting issues.

You can find the quality rating below the Phone numbers tab in your Meta WhatsApp Manager. The Quality rating column displays the quality states, including:

  • Green: High quality
  • Yellow: Medium quality
  • Red: Low quality

If your quality rating reaches a low state or your phone number status changes, you'll receive an email and notification in Business Manager as a warning. Your Status will change to Flagged or Restricted.

  • Flagged: This status occurs when the quality rating reaches a low state. Businesses can't upgrade messaging limit tiers during the Flagged phase. If the message quality improves to a high or medium state by the seventh day from when your status was moved to Flagged, the status will return to Connected. If the quality rating doesn't improve, your status will still return to Connected, but you'll be placed in a lower messaging limit tier.
  • Restricted: This status occurs when you reach your messaging limit. During a Restricted phase, you can't send any notification messages until the 24-hour window is reset. You can still respond to any messages that customers initiate.



If you are a Business Solution Provider (BSP), share this information with your clients so that they can proactively manage these warnings.

Improve your quality rating

To improve your quality rating:

  • Check whether you or anyone from your business has added a template within the last seven days. This may help identify the problematic template.
  • Make sure that your notifications comply with our policies.
  • Evaluate if you have user opt-in for any recent template topics. For example, if you only have user opt-in for purchase receipts but use the API for account updates, customers may respond negatively because they didn't opt into that specific communication.
  • Review your notifications against our Best Practice Guide.