WhatsApp keeps the network clean by scoring how people react to your messages. That score — your quality rating — quietly decides how many customers you can reach. Here’s how to keep it on your side.
What the quality rating is
Your number carries a quality rating with three levels:
| Rating | Meaning |
|---|---|
| 🟢 Green (High) | Customers are happy — full speed |
| 🟡 Yellow (Medium) | Warning signs — watch out |
| 🔴 Red (Low) | Customers unhappy — limits may tighten |
It’s set by real customer behaviour over a rolling 30-day window, not by what you send. And it matters beyond just limits — keeping a green rating can make you eligible for extra messaging features.
Where to find your quality rating
You can check your rating yourself any time:
- Open Meta Business Manager > WhatsApp Manager > Phone Numbers.
- Look at the Quality rating column next to each number — it shows the current green, yellow, or red status.
The Phone Numbers list shows a Quality rating column with a coloured dot for each number.
Quality rating states
There are three states, shown as coloured circles:
- 🟢 Green — high quality.
- 🟡 Yellow — medium quality.
- 🔴 Red — low quality.
A number that stays red for too long can have its messaging restricted, so don’t let it sit there.
Why customers block you
When a customer blocks or reports you, WhatsApp asks them why. Their answer is one of the biggest things that moves your rating. The common reasons are:
- No longer needed — they’re done with the conversation.
- Didn’t sign up — they never opted in (a big red flag for you).
- Spam — too many or unwanted messages.
- Offensive messages — content they found inappropriate.
- No reason provided — they blocked without picking a reason.
If you see a lot of “didn’t sign up” or “spam”, that’s a direct signal your targeting and opt-in process need fixing.
What moves your rating
| Lowers it ⬇️ | Raises it ⬆️ |
|---|---|
| Blocks | Replies and engagement |
| ”Report” taps | Opted-in, wanted messages |
| Messaging too often | Useful, relevant content |
| Untargeted blasts | Good targeting |
Example: a store blasts a sale to 5,000 people who never opted in. Hundreds block it. The rating slides to yellow, then red, and the daily limit drops — so the next campaign reaches fewer people.
Viewing your history
A single snapshot doesn’t tell the whole story — trends do. You can see how your rating has moved over the past 30 days:
- Open the Phone Numbers list in WhatsApp Manager.
- Click the icon in the Settings column for your number to open its history.
Watching the trend helps you catch a slow slide before it becomes a red rating.
Staying green
Useful + opted-in + well-targeted → green → higher limits
Spammy + unsolicited + too frequent → red → restricted- Only message opted-in customers. Permission is everything — see opt-in best practices.
- Be useful, not noisy. Quality over quantity.
- Target tightly. Send to people likely to care.
- Act on yellow fast. Slow down and tighten before it goes red.
Stay healthy and Meta rewards you with higher limits automatically — the same engine described in phone numbers & limits.