> ## Documentation Index
> Fetch the complete documentation index at: https://docs.digifist.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Quality & Deliverability

> WhatsApp's quality rating (High / Medium / Low / Flagged), the four messaging tiers (1.000 → unlimited per 24 hours), how to move up, and how to recover a damaged phone number.

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.

## Phone number quality rating

Meta assigns each phone number a quality rating, visible in **Meta Business Manager → WhatsApp Manager → Phone numbers**:

| Quality                  | Meaning                                                 | Impact                                                                          |
| ------------------------ | ------------------------------------------------------- | ------------------------------------------------------------------------------- |
| **High** (Green)         | Customers respond positively, low block rate            | Full throughput at your current tier; eligible for tier upgrades                |
| **Medium** (Yellow)      | Mixed signals; some blocks or low engagement            | Warning state — no immediate throttling but continued degradation will escalate |
| **Low** (Red)            | High block rate, customer reports, or policy violations | Daily throughput limit reduced; templates may be paused; tier downgrade likely  |
| **Flagged / Restricted** | Severe or repeated violations                           | Messaging paused on this number; templates suspended; manual review required    |

Meta doesn't publish the exact formula, but the [Messaging Policy](https://business.whatsapp.com/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

## 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.

| Tier       | Unique-customer cap per 24h | Typical use                                     |
| ---------- | --------------------------- | ----------------------------------------------- |
| **Tier 1** | 1.000                       | New WABA, just verified                         |
| **Tier 2** | 10.000                      | After consistent high-quality sending at Tier 1 |
| **Tier 3** | 100.000                     | Established sender with sustained high quality  |
| **Tier 4** | Unlimited                   | Largest, highest-trust senders                  |

<Note>
  The tier cap is on **unique customers contacted in 24 hours**, not total messages. Multiple messages to the same customer don't count separately toward the cap. Replying inside an active conversation window also doesn't count.
</Note>

### How to move up a tier

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

<Steps>
  <Step title="Maintain a High quality rating">
    Your phone number must hold Green / High quality throughout the qualification window. A drop to Yellow during the window resets the qualification clock.
  </Step>

  <Step title="Initiate enough conversations">
    To qualify for the next tier, you need to send to a specific volume of unique customers within the past week — roughly the lower bound of the next tier (e.g. to move to Tier 2, sustain near Tier 1's 1.000-customer cap with high quality).
  </Step>

  <Step title="Wait for Meta's review">
    Tier increases are evaluated automatically by Meta. The upgrade typically appears within 24–48 hours of meeting the criteria. The new cap takes effect immediately.
  </Step>
</Steps>

<Tip>
  You can verify your business in Meta Business Manager to unlock additional trust signals that help tier progression. See [Meta's verification process](https://www.facebook.com/business/help/2058515294227817) for details.
</Tip>

### 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.

## How to protect your quality rating

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

<AccordionGroup>
  <Accordion title="Only message opted-in customers" icon="circle-check">
    Sending to non-opted-in contacts is the fastest path to high block rates. Galantis enforces this for [Marketing-category sends](/galantis/whatsapp/compliance/opt-in-consent), but imported lists need careful review — never import a list as `SUBSCRIBED` without verifiable proof of opt-in.
  </Accordion>

  <Accordion title="Match template category to content" icon="tags">
    A Utility template that delivers marketing content gets flagged by Meta's reviewers and, if approved by accident, by customers as spam. Use Marketing for promotional content even if Meta's per-message cost is higher — the quality hit from mis-categorization is more expensive long-term.
  </Accordion>

  <Accordion title="Use personalization" icon="user">
    Messages that address the customer by name and reference their specific order or product are perceived as relevant; generic blasts read as spam. Galantis supports `{{1}}` `{{2}}` variables in every template — use them.
  </Accordion>

  <Accordion title="Respect frequency caps" icon="gauge">
    Configure per-automation [frequency caps](/galantis/whatsapp/automations/frequency-caps) so a single customer isn't hit by multiple automations and campaigns in the same week. Over-messaging is one of the top three drivers of blocks.
  </Accordion>

  <Accordion title="Honor STOP immediately, never re-engage" icon="hand">
    When a customer replies STOP, their state moves to `UNSUBSCRIBED` and they're excluded from every future send. Never attempt to re-engage opted-out customers through new lists, manual imports, or alternative templates — Meta tracks this as a deliberate violation.
  </Accordion>

  <Accordion title="Keep templates truthful" icon="circle-info">
    Template buttons that link to a different page than the body implies, headers that promise content the body doesn't deliver, or misleading variables all generate complaints. Truthful templates correlate strongly with green quality ratings.
  </Accordion>

  <Accordion title="Pace your launches" icon="rocket">
    A brand-new WABA suddenly sending to 1.000 customers on day one is more likely to generate blocks than a gradual ramp from 100 to 500 to 1.000 over a week. Tier-up signals come from sustained quality, not maximum volume.
  </Accordion>
</AccordionGroup>

## 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

## Monitoring quality from Galantis

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

<CardGroup cols={2}>
  <Card title="Delivery dashboard" icon="chart-line">
    Per-campaign and per-automation delivered / read / failed rates. Sudden drops in read rate are an early warning of quality degradation.
  </Card>

  <Card title="Opt-out trends" icon="user-minus">
    Daily new opt-outs by campaign and automation. A spike correlates strongly with the next quality downgrade.
  </Card>

  <Card title="Template approval status" icon="circle-check">
    Templates pending, approved, or rejected — including rejection reasons that point at category mismatches.
  </Card>

  <Card title="Phone number quality" icon="signal" href="https://business.facebook.com/wa/manage/phone-numbers">
    Meta's authoritative rating, viewed in WhatsApp Manager. Galantis links out — this lives in Meta, not in your Shopify dashboard.
  </Card>
</CardGroup>

## 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](https://business.whatsapp.com/policy) and contact Galantis support for guidance.

***

<CardGroup cols={2}>
  <Card title="Opt-in & consent" href="/galantis/whatsapp/compliance/opt-in-consent">
    How Galantis enforces consent — the single biggest input to quality.
  </Card>

  <Card title="Templates — quality metrics" href="/galantis/whatsapp/templates/template-quality">
    Template-specific quality signals and optimization.
  </Card>

  <Card title="Automations — frequency caps" href="/galantis/whatsapp/automations/frequency-caps">
    Configuring per-automation and per-customer send limits.
  </Card>

  <Card title="WhatsApp Manager (Meta)" icon="arrow-up-right-from-square" href="https://business.facebook.com/wa/manage/phone-numbers">
    Authoritative phone number quality view in Meta Business Manager.
  </Card>
</CardGroup>