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
• Messaging limit: The maximum number of business-initiated conversations your Business Portfolio can open 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 your portfolio’s quality rating in WhatsApp Manager. Quality is now evaluated at the Business Portfolio level rather than by individual phone number.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 Business Portfolio becomes eligible for increased messaging limits. All phone numbers in the portfolio benefit from this.

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 signals that your Business Portfolio’s messaging practices may be leading to negative feedback. If this continues, the portfolio’s messaging limit may stop scaling or may decline to a lower tier.

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 indicates a high level of negative customer feedback at the Business Portfolio level. This may limit your ability to scale to higher messaging tiers or may reduce your portfolio’s tier.
You should pause outbound campaigns and improve message relevance across all phone numbers in the portfolio.

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.
   
   

Messaging limits

Messaging limits determine how many business-initiated conversations your Business Portfolio can open within a rolling 24-hour period. These limits are shared across all phone numbers under the same portfolio.

If your portfolio approaches its messaging limit, Meta may temporarily prevent further outbound business-initiated conversations until your limit resets.

Messaging limit scaling is evaluated automatically based on portfolio-wide messaging quality and recent conversation volume. Scaling decisions typically occur within 6 hours.

How to manage your messaging limit

SleekFlow estimates your remaining portfolio-level messaging capacity before sending a broadcast.
A small reserve is kept aside to ensure essential business-initiated messages can still be sent.
Before starting a campaign, review your audience size and ensure your messaging strategy aligns with WhatsApp’s policies.