The WhatsApp Business number quality is an evaluation performed by Meta that directly impacts message delivery, sending limits, and the risk of number blocking.
Maintaining good quality is essential to ensure service stability.

What is number quality?

Number quality is defined based on user behavior in response to the messages sent by your business.
It mainly considers:

• Blocks
• Spam reports
• Interactions (or lack of them)

It does not depend only on the message content, but also on how and how often you communicate.

What negatively affects number quality?

• Users blocking the number
• Spam reports
• Messages frequently ignored
• Excessive message sending
• Generic or out-of-context templates
• Campaigns without opt-in
• Pushy automations or AI

Number quality levels

High

• Normal message delivery
• Higher sending limits
• Low risk of penalties

Medium

• Reduced sending limits
• Indicates recent negative signals

Low

• High risk of blocking
• Possible suspension of the number or the WABA

⚠ Meta may change the quality level without prior notice.

Recommended best practices

• Collect explicit customer opt-in
• Use clear and specific templates
• Send relevant and contextualized messages
• Increase sending volume gradually
• Respect appropriate contact hours

Possible Meta penalties

• Reduction of sending limits
• Temporary message blocking
• Number suspension
• WABA ban

Not all penalties can be reversed.

How to monitor number quality?

Number quality can be monitored through the Meta Business Manager, as well as by analyzing delivery errors and user feedback.

Maintaining number quality is essential to avoid blocks and ensure stable WhatsApp service.
Following best practices and using automations responsibly is the best way to protect your number.