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WhatsApp continuously monitors the quality of every registered business phone number based on how customers respond to messages sent from it. A poor quality rating limits your ability to send messages and, in serious cases, can result in your number being restricted or your templates being paused by Meta. Maintaining a good quality rating is an ongoing responsibility — it is the direct result of how relevant, well-timed, and consent-respecting your messaging is.

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What this covers

  • How WhatsApp calculates phone number quality
  • What happens when quality degrades
  • Best practices for protecting deliverability
  • Common violations to avoid

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How quality is calculated

WhatsApp assigns a quality rating to your phone number based on signals from customers who receive your messages. The main signals are:
  • Block and report rates — how often recipients block your number or report messages as spam
  • Template rejection patterns — whether your submitted templates are frequently rejected for policy violations
  • Message frequency vs. engagement — whether customers are receiving messages they did not expect or are not engaging with
WhatsApp does not publish the exact formula. The quality rating is visible in Meta Business Manager under your WhatsApp Business Account settings.

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What happens when quality degrades

Quality degradation follows a progression:
Quality LevelImpact
HighFull messaging throughput, no restrictions
MediumWarning state — no immediate restriction but continued degradation will escalate
LowReduced per-day message throughput limits applied to the phone number
Flagged / RestrictedMessaging may be paused; templates may be suspended by Meta
A phone number that reaches a restricted state must have its quality restored before normal throughput resumes. This process is managed through Meta Business Manager and is not configurable within Galantis.
A low quality rating affects your entire phone number — not just individual campaigns or templates. All outbound messaging from that number is subject to the reduced throughput limits until quality recovers.

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Best practices

  • Only message opted-in customers. Sending to customers who have not explicitly opted in is the fastest path to high block rates. Galantis enforces this automatically, but imported lists should be reviewed carefully before use.
  • Use personalization variables. Messages that address the customer by name or reference their specific order or product are less likely to be perceived as generic spam.
  • Respect frequency caps. Configure per-automation frequency caps to prevent a single customer from receiving too many messages in a short period. Over-messaging is a primary driver of blocks and reports.
  • Honor opt-outs immediately. When a customer replies STOP, Galantis moves them to UNSUBSCRIBED immediately. Do not attempt to re-engage UNSUBSCRIBED customers through other channels or lists without a new explicit opt-in.
  • Match template category to content. A Utility template that delivers marketing content will be flagged by Meta during review. Use the Marketing category for all promotional messages, even if the Utility category offers lower per-message costs in some markets.
  • Avoid overly promotional language in Utility templates. If you submit a Utility template for transactional use, keep the content transactional. Embedding promotional CTAs or offer language in Utility templates is a common rejection reason.

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Common violations

These are the most frequent causes of quality degradation and template rejection:
  • Sending marketing messages to customers with NOT_SUBSCRIBED, UNKNOWN, or UNSUBSCRIBED consent status
  • Submitting templates that misrepresent their purpose — for example, categorizing a promotional announcement as a Utility message
  • Exceeding per-user message frequency — sending multiple campaign broadcasts or automation sequences to the same customers within a short period without frequency caps
  • Using template variables in misleading ways — for example, a button URL that navigates somewhere different from what the template text implies

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Monitoring quality in Galantis

Galantis surfaces message-level delivery data — SENT, DELIVERED, READ, and FAILED statuses — per campaign and automation. Tracking read rates and failed delivery rates across sends is an early indicator of quality issues before they escalate to phone number restrictions. For phone-number-level quality data, refer to your WhatsApp Business Account settings in Meta Business Manager directly.