The WhatsApp number warm-up is the process of gradually activating a new or recently connected number to avoid blocks, message delivery failures, and degradation of number quality.
This process is essential when starting to use the WhatsApp Business Platform (Cloud API).

What is warm-up?

Warm-up is the progressive and controlled sending of messages during the first days of using a number, allowing Meta to recognize a healthy communication pattern.
Sending a high volume of messages right at the beginning may result in blocking or limitations on the number.

When should you do a warm-up?

Warm-up is recommended when:

• The number is new
• The number has just been connected to the platform
• The number has been inactive for a long period
• There was a provider or integration change

Why is warm-up important?

Without warm-up, the number may:

• Have messages blocked
• Suffer reduced sending limits
• Drop to medium or low quality
• Be suspended by Meta

How to do warm-up correctly

First days

• Send only a few messages per day
• Prioritize conversations initiated by the customer
• Respond to real and relevant messages
• Avoid bulk messaging

Gradual increase

• Increase message volume gradually
• Maintain consistent sending schedules
• Monitor customer replies
• Stop sending if blocks or errors occur

Best practices during warm-up

• Have explicit customer opt-in
• Use contextualized messages
• Avoid promotional messages at the beginning
• Do not insist if the customer does not reply
• Monitor the number quality

What NOT to do during warm-up

• Bulk message sending
• Re-engaging old contacts
• Generic messages
• Aggressive marketing campaigns
• Pushy or repetitive AI behavior

How to know if the warm-up is working?

Positive signs:

• Messages are delivered normally
• Customers are replying
• Number quality is stable or high
• No frequent errors

Warm-up is an essential step to protect your WhatsApp number.
Following a gradual message growth reduces the risk of blocks and ensures stable platform usage.