How to maintain a high WhatsApp quality score

Learn how to maintain a high WhatsApp quality score to protect deliverability and unlock higher messaging limits.

Meta reviews and scores every WhatsApp template message you send. As your account ramps up, consistently earning high and medium quality scores is essential: it not only protects your deliverability but also unlocks higher daily messaging limits, eventually allowing unlimited sending. Learn more about how quality scores and messaging limits work.

In other words, your quality score determines how quickly and effectively you can scale WhatsApp as a channel. Following best practices from the start ensures you can grow your audience confidently while avoiding interruptions.

This guide covers the essential elements, best practices, and real-world examples to help you design high-performing WhatsApp campaigns.

Warm up your WhatsApp account

Start by sending messages to your most engaged subscribers in the first month (for example, those who subscribed or clicked a WhatsApp message in the last 30 days).

In month two, expand to those active in the past 60 days, and then to 90 days in month three.

Gradual ramp-up helps you steadily increase sending volume while maintaining strong engagement rates: key to keeping your Meta quality score high.

Content and tone

Follow these best practices to improve your message performance:

• Write in a conversational, human tone—avoid overly formal or robotic language.
• Always include a clear call to action (CTA).
• Provide an easy unsubscribe option (for example, “Reply STOP to unsubscribe” in your footer) to protect your rating and respect preferences.
• For your first message, consider offering a discount or incentive to drive immediate engagement.

Segmentation and personalization

Follow these best practices to improve your message performance:

• Segment based on interests, purchase history, or behavior to keep messages highly relevant.
• Personalize with details such as name, recent purchases, or preferences to create a tailored experience.

Sending cadence

Follow these best practices to improve your message performance:

• Send new subscribers a campaign message within 30 days of completing your WhatsApp welcome flow. 
• Ensure each subscriber receives at least 1 message per month before larger promotional sends.
• The goal: train customers to expect and look forward to messages from your brand.

Start with flows

Follow these best practices to improve your message performance:

• Set up your highest-impact flows first (welcome flow, abandoned cart flow). These consistently deliver the best engagement and revenue.
• Keep each flow concise: 1–2 messages maximum to maintain a positive customer experience.

Monitor and adapt

Follow these best practices to improve your message performance:

• Track your quality rating: WhatsApp grades your number based on user feedback. A low rating reduces your message limits. Read more about how Meta calculates quality scores and messaging tiers.
• Review performance metrics: monitor delivery, open, click-through, and reply rates to see what’s working.
• Adjust quickly: if your quality rating drops, analyze your recent templates and refine tone, relevance, or frequency.

Examples of high-quality WhatsApp campaigns

Exclusive VIP offer
“Hey [Name], as one of our top customers, enjoy 20% off your next purchase! Use code VIP20. Shop now. Reply STOP to opt out. [include a URL button]”
Why it works: segmented, personalized, clear value, includes opt-out.

Interactive engagement
“Hi [Name], we’re celebrating our anniversary with a quiz! Answer this: What year did we launch? Reply with your answer for a chance to win a gift card!”
Why it works: fun, interactive, fosters two-way engagement.

Shopping assistance
“Hi [Name], need help picking the perfect gift? Reply with what you’re looking for and our team will send personalized recommendations!”
Why it works: personalized, helpful, and encourages conversation.