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 assigns separate quality ratings to your WhatsApp phone number and your message templates. Maintaining high quality helps protect delivery and supports higher messaging limits. Higher limits, including the unlimited tier, depend on Meta’s eligibility requirements and your sending activity. Learn more about Meta’s messaging limits.
Your quality ratings affect your ability to scale WhatsApp as a channel. Following best practices from the start can help you grow your audience while reducing the risk of sending 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 2, expand to those active in the past 60 days, and then to 90 days in month 3.
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 a welcome flow and an abandoned cart flow first to reach subscribers when they join your list or show purchase intent.
- Keep each flow concise: 1–2 messages maximum to maintain a positive customer experience.
Monitor and adapt
To view your phone number’s quality rating and your current messaging limit, go to Settings > WhatsApp > Sender information.
- Track your phone number’s quality rating: check Quality under WhatsApp Phone Number and Message limit under WhatsApp Account. Meta bases the quality rating on recipient feedback. A low rating can put your messaging limit at risk.
- Monitor template quality too: Medium quality and Low quality indicate negative feedback or low engagement. These templates can still be sent while approved, but they risk being paused or disabled. Learn more about template quality ratings.
- Review performance metrics: use the WhatsApp deliverability hub to monitor Delivery rate, Open rate, Click rate, and Unsubscribe rate. Review customer replies for feedback.
- 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! Reply STOP to opt out.”
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! Reply STOP to opt out.”
Why it works: personalized, helpful, and encourages conversation.