Getting started with the WhatsApp deliverability hub

Monitor your WhatsApp deliverability health from a centralized dashboard. The WhatsApp deliverability hub helps you track account quality, message performance, and policy-related risks in one place.

Use this hub to quickly identify issues that could impact your ability to send, including account restrictions, template pauses, and quality rating drops.

The account deliverability hub

The Deliverability hub in Klaviyo lets you analyze your email, SMS, and WhatsApp deliverability health at the account level.

To access the page, navigate to Analytics > Deliverability, then select the WhatsApp tab. If your navigation shows Channel health, select Analytics > Channel health, then select WhatsApp.

The WhatsApp tab provides a focused view of your WhatsApp account health and message performance. Message performance data reflects the last 30 days, and this time frame cannot be changed. Account overview shows current account information, while violation and restriction records are not limited to the last 30 days.

WhatsApp deliverability hub content

Below is an overview of the sections available in the WhatsApp tab.

Alerts

Expand the Alerts card to review WhatsApp account issues and recommended next steps. When there are no alerts, the card shows a confirmation that you have no alerts.

Alerts focus on account-level health and policy compliance rather than carrier or device failures. If triggered, each alert explains the issue and directs you to next steps to resolve it.

You’ll see alerts in the following situations:

• Account restriction or suspension
  Your WhatsApp Business Account (WABA) is restricted or suspended following policy violations, such as spam or prohibited content. A suspension blocks sending, while restrictions can affect specific actions, such as sending messages or adding phone numbers.
• Phone number quality: flagged
  Meta flagged your primary WhatsApp phone number due to quality issues, such as blocks or user reports. Your message limit may decrease if quality does not improve.
• Template paused
  A message template is paused due to negative feedback, or was paused within the last 30 days. A recent-pause alert can remain after a template resumes, so check its current status before sending.
• Policy warning
  Your account received a warning for violating Meta policies, such as commerce policy rules, but is not yet banned.

These alerts help you take action before restrictions escalate.

Account overview

The Account overview card provides a high-level summary of your WhatsApp account health.

Here, you can review:

• Account quality and Phone quality: quality ratings based on your primary WhatsApp phone number.
• Message limit per 24 hrs: the messaging limit Meta has assigned to your account.
• Violations: the total number of recorded violations issued by Meta.

Monitoring this section regularly helps you understand how user feedback and policy compliance impact your sending ability.

Key metrics

On the Key metrics card, you’ll see an overview of the key WhatsApp deliverability health metrics and your performance for each one.

These metrics are:

• Delivery rate
• Open rate
• Click rate
• Unsubscribe rate

Beneath each metric is a badge showing how your performance changed compared to the previous 30-day period. Additionally, you can toggle between Rate and Count to view your metrics as a percentage or a total count.

Tracking these metrics helps you identify engagement trends that may influence your account quality rating.

Account violations and restrictions

Use Account violations and restrictions to review the policy issues recorded for your account. Select either tab:

• Violations shows the violation type, number of occurrences, and dates of the first and most recent occurrences.
• Restrictions shows the restricted action, its Active or Expired status, and its start and end dates when available.

Fail details

The Fail details chart provides insight into why your WhatsApp messages are failing to be delivered to recipients.

You can view this information through a segmented bar chart showing the volume of each failure reason.

Alternatively, you can toggle the view to a line graph that shows your performance for different failure reasons over time.

Campaigns and flows performance

The Recent campaign message performance and Recent flows performance cards help you identify WhatsApp campaign messages and flows that may affect your overall deliverability.

You can toggle between:

• Healthy
  Shows up to 5 campaign messages or flows with all assessed metrics in a healthy range.
• Needs attention
  Shows up to 5 campaign messages or flows with at least 1 metric in the needs attention range.

Campaign messages are ordered from newest to oldest. Flows are ordered by recipient count, highest first.

A result needs attention if its delivery rate is below 87%, click rate is below 6%, fail rate is above 13%, or unsubscribe rate is above 1.3%.

Use this section to quickly identify messages that may be contributing to negative feedback, lower engagement, or quality rating changes.

What to monitor first

If you’re new to WhatsApp sending, focus on these areas:

1. Monitor your quality rating in the Account overview section.
2. Review any active alerts immediately.
3. Check Delivery rate, Open rate, and Unsubscribe rate trends in Key metrics.
4. Review template-pause alerts and check whether the affected templates are still paused.

Maintaining strong engagement and avoiding policy violations protects your sending reputation and helps prevent account restrictions.