Quality & Deliverability

Meta continuously rates every WhatsApp Business phone number based on how customers respond to your messages. A high quality rating unlocks higher daily messaging tiers — eventually unlimited — while a low quality rating throttles or suspends your number. Quality is not a one-time setup; it’s the direct, ongoing result of how relevant, well-timed, and consent-respecting your messaging is. This page covers how Meta calculates quality, what the four messaging tiers mean for your throughput, and the concrete practices that keep your number in the green.

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Phone number quality rating

Meta assigns each phone number a quality rating, visible in Meta Business Manager → WhatsApp Manager → Phone numbers: Meta doesn’t publish the exact formula, but the Messaging Policy confirms the inputs:

• Block rate — how often recipients block your number
• Report rate — how often messages are reported as spam
• Engagement signals — read rates, response rates, conversation rate
• Template rejection patterns — frequent rejections during review signal policy mismatch

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Messaging tiers

Meta caps how many unique customers you can initiate conversations with in a rolling 24-hour window, based on your tier. Your tier scales up automatically as you send high-quality conversations to qualifying numbers.

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How to move up a tier

Meta’s escalation rules require both volume and quality at the same time:

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How to move down a tier

A quality drop to Low (Red) typically results in:

• Immediate throughput reduction on your current tier (e.g. Tier 3 may be capped at Tier 2 levels)
• Tier downgrade if quality stays Low for ~7 days
• Template suspensions on the templates that drove the quality issues

Recovery is possible but slow — Meta requires sustained high-quality sending after the offending behavior stops. Plan to send only your best-performing, most-targeted templates during recovery; one bad campaign can extend the recovery period by days.

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How to protect your quality rating

These practices have the largest measurable impact on quality, in order of effect:

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Common violations to avoid

These are the most frequent causes of quality degradation and template rejection:

• Marketing to non-opted-in customers — NOT_SUBSCRIBED, UNKNOWN, or UNSUBSCRIBED states
• Mis-categorized templates — Utility templates with promotional CTAs or offer language
• Over-messaging — multiple campaigns or automation sequences hitting the same customers within a short period without frequency caps
• Misleading buttons or variables — a button URL that goes somewhere different from what the template text implies
• Imported lists without proof of consent — purchased lists, scraped numbers, or “they bought from us once so they must want marketing”
• Re-engaging opted-out customers — re-importing UNSUBSCRIBED customers under new lists is treated as a deliberate workaround

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Monitoring quality from Galantis

Galantis surfaces the message-level signals that move quality before Meta’s rating catches up to them:

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Recovering from a damaged number

If your number drops to Yellow or Red:

1. Stop the offending sends immediately. Pause campaigns and automations that triggered the drop — don’t try to “send something better to recover.”
2. Audit what happened. Review the last 7–14 days of sends, opt-outs, and template approvals. Identify the campaign or automation that drove block / report spikes.
3. Tighten consent. Re-verify that everyone you’re sending to is genuinely opted in. Remove any imported lists you can’t prove consent for.
4. Resume with your best performers. Send only your highest-engagement templates to your most engaged audience segments. Build up volume gradually.
5. Monitor daily. Track quality in Meta Business Manager and read / opt-out rates in Galantis. Recovery is measurable in days to weeks, not hours.

If a number is fully flagged or restricted, recovery may require a Meta appeal — see Meta’s policy enforcement documentation and contact Galantis support for guidance.

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