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.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Meta scores each phone number green, yellow or red based on recipient reaction over a rolling window. Blocks and reports are the dominant signals, so the rating is effectively a measure of whether people wanted the messages the number sent.
The consequence is not cosmetic. A number that drops to red has its messaging limit cut, which caps how many customers it can reach the following day, and sustained poor quality can put the number under review. The practical defences are unglamorous: message people who opted in, use Utility templates for transactional updates rather than dressing promotions as order news, and stop sending to a segment as soon as its block rate rises rather than after a campaign has finished.
Related terms
- Messaging limit (tier)
- The cap on how many unique customers your WhatsApp number may start conversations with in a rolling 24 hours. Numbers move up tiers — 1,000, 10,000, 100,000, then unlimited — as volume and quality rating hold up.
- 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.
- WhatsApp Business Account (WABA)
- The asset inside Meta Business Manager that owns your WhatsApp phone numbers, message templates and quality ratings. Because the WABA stays in your name, you can move between providers without losing your number.
See Quality rating in a real workspace
BotPulsar runs the official WhatsApp Business Platform with unlimited team members on every plan, starting at ₹0.