Quality rating
Meta’s read on how your recipients feel about hearing from you — High, Medium or Low, calculated per number.
Quality rating is calculated over a rolling window, mostly from blocks and the reasons people give when they block you. "Didn’t sign up for this" does the most damage. Reports as spam and engagement signals also feed in.
What it is not based on is how much you send. Volume alone does not lower your rating; volume to people who did not want it does. Sustained low quality flags the number, and if it does not recover, your messaging limit is reduced.
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Related terms
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Messaging limit
How many unique customers you can start conversations with per rolling 24 hours. Starts at 250 and rises to unlimited.
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Opt-in
A customer’s recorded permission to receive business-initiated WhatsApp messages from you. Required by Meta before you send.
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Phone number quality
The per-number health signal Meta shows alongside quality rating, reflecting recent recipient feedback.