WhatsApp platform
Quality rating
Quality rating is Meta's assessment of how customers react to messages from a WhatsApp number or template, based largely on blocks and reports.
Also calledWhatsApp quality ratingtemplate quality
A falling rating leads to reduced messaging limits and, if it keeps falling, to restrictions on the number. It is driven by recipient behaviour, which means the fastest way to damage it is messaging people who did not ask to hear from you. It is the practical reason consent handling matters more here than in email.
More in WhatsApp platform
Worth knowing alongside it.
- Messaging limits
- Messaging limits are Meta's cap on how many unique customers a WhatsApp number may start conversations with in a rolling 24-hour period.
- Opt-in
- An opt-in is a recorded agreement from a customer to receive messages from a business on a specific channel for a specific purpose.
- Template rejection
- Template rejection is Meta declining to approve a submitted WhatsApp template, usually because of its category, its content, or missing example values for its variables.
- Suppression list
- A suppression list is the set of contacts a business must not message, built from opt-outs, bounces, complaints, and manual exclusions.