Managing your WhatsApp Business API account properly helps maintain a healthy sender reputation and prevents disruptions in your messaging workflows. This article outlines key best practices to keep your account in good standing and avoid getting restricted or banned.

Key terms

Here are some terms you’ll see throughout this article and what they mean in the context of WhatsApp Business account:

Monitor your account health metrics

To ensure smooth operations, you should regularly monitor these two key metrics:

• Quality rating: An indicator of how your messages are received by your customers
• 24-hour message limit: The maximum number of users you can message within a 24-hour window
   

Quality rating

Your quality rating reflects how customers are interacting with your messages. It is updated in real time and based on recent user feedback such as blocks or reports. You can view this rating in WhatsApp Manager under your phone number settings. You can learn more about quality rating in this Help Center article.

It is normal for numbers with high message volume to see rapid fluctuations, even within minutes. Based on your rating, follow the appropriate actions below:
 

High quality rating

A High quality rating means your account is healthy and follows WhatsApp’s recommended messaging practices. It indicates that your messages are well-received, with minimal reports or blocks from customers.

Benefits of maintaining a High rating:

• Your account becomes eligible for increased messaging limits and additional features over time.

What you should do:

• No action is required—but it’s important to continue monitoring your rating regularly.
• Send messages only to customers who have opted in to your communications.
• Encourage customers to save your number in their contact list to improve message deliverability and reduce the risk of being flagged.

Maintaining good subscriber management habits helps you stay in the “High” tier and avoid future restrictions.
 

Medium quality rating

A Medium quality rating is a warning that your WhatsApp account health is at risk. If your messaging behavior continues to go against WhatsApp’s best practices, your account may be further downgraded or eventually banned.

Common causes of a Medium rating include:

• Messaging users who have not saved your number
• A rise in users reporting or blocking your business number

Since quality ratings are based on recipient feedback from the past 7 days and weighted by how recent the interactions are, you should act quickly to avoid further decline.

What you can do:

• Pause broadcast campaigns for about a week to allow your rating to recover.
• Only message opted-in customers, especially when resuming promotional message campaign.
• Add opt-out instructions in your templates so users have an alternative to blocking you.
• Check block insights in WhatsApp Manager via Facebook Business Manager. These insights can help you identify message templates that may be triggering negative responses and adjust your strategy accordingly.

Low quality rating

A Low quality rating is the final warning from Meta before your WhatsApp account gets banned. It means your account health is severely at risk due to continued messaging behavior that goes against WhatsApp’s guidelines.

Common causes of a Low rating include:

• A high volume of customers reporting or blocking your messages
• Sending messages to users who haven’t saved your number or haven’t engaged with you before

What you should do:

• Immediately stop all marketing broadcasts, especially to customers who haven’t chatted with you before.
• Wait at least 7 days or until your rating improves before resuming outbound campaigns.
• Review your message templates and make sure they include clear opt-out instructions so users don’t feel the need to block your number.
• Check block insights in WhatsApp Manager via Facebook Business Manager to understand why customers are blocking you and adjust your messaging accordingly.

Acting early can help recover your rating and prevent your account from being permanently banned.
 

Stay informed with notifications about your account’s quality rating

If you have access to Facebook Business Manager, we recommend subscribing to email updates so you’re immediately alerted to any changes in your WhatsApp account status, such as quality rating drops or messaging restrictions.

Follow the steps below to enable email notifications:

1. Go to Business Settings > Notifications in Facebook Business Manager.
2. Scroll down to the “All WhatsApp accounts” section.
3. Toggle on both email and notification options to receive alerts about changes related to your WhatsApp Business account.
   
   

24-hour message limit

The 24-hour message limit defines how many unique customers you can reach using template messages within a 24-hour period. This limit does not affect service conversations—meaning you can still reply to customer-initiated chats even after hitting the cap. Learn more about 24-hour message limit in this Help Center article.

Why 24-hour messaging limit matters?

Reaching your 24-hour message limit can trigger a temporary restriction on your WhatsApp account. When this happens:

• You won’t be able to send template messages, including marketing broadcasts or re-engagement messages.
• A manual review process is required to lift the restriction, which can disrupt your regular messaging workflows and delay campaigns.

How to avoid hitting the limit?

To help you manage your quota safely:

• SleekFlow automatically estimates your remaining message limit before sending a broadcast.
• We also reserve 10% of your daily limit for essential, ongoing messaging activities—so your day-to-day workflows aren’t completely interrupted.

Before sending a campaign, always review your audience size and messaging strategy. Learn more about best practices of creating a broadcast campaign in this Help Center article.