Block rate
The proportion of recipients who block your business after receiving a message. It is the single strongest negative input into a WhatsApp number's quality rating.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Block rate is measured relative to messages delivered, not in absolute counts, which is why a small poorly-targeted list can damage a number faster than a large well-targeted one. Meta weights recent behaviour more heavily than older history.
The levers that actually move it are opt-in provenance, message relevance, frequency per contact and how easy you make opting out. None of these are workarounds — they are precisely what the metric is designed to measure.
Related terms
- Quality rating
- The health score Meta assigns each WhatsApp phone number, derived from how recipients react to its messages. Blocks and reports push it down, and a low rating restricts the number's messaging limit.
- Opt-out
- A customer's withdrawal of permission to be messaged. Honouring it promptly is both a WhatsApp policy requirement and the most direct way to protect a number's quality rating.
- Opt-in
- The recorded permission a customer gives before a business sends them WhatsApp template messages. Meta requires that you collect it, make clear which business is messaging, and honour opt-outs.
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