Understanding Quality Ratings and Messaging Limits in WhatsApp Business API

The WhatsApp Business API allows businesses to communicate effectively with users while adhering to quality standards and messaging limits. Below is a comprehensive guide on these features and best practices for maintaining a healthy account.

Quality Ratings

Your quality rating reflects how well your messages are received by recipients. It is influenced by various signals, such as:

• User feedback, including blocks and reports.

• Reasons users provide when blocking a business.

How Quality Ratings Affect Your Account

A high-quality rating helps maintain smooth operations, while low-quality ratings may result in account restrictions or downgrades. Consistently monitor feedback and take steps to address any negative trends.

Messaging Limits

Messaging limits determine how many unique users your business can send messages to within a rolling 24-hour period. These limits do not restrict the number of messages sent within a single conversation or replies to user-initiated messages during the 24-hour messaging window.

Messaging Tiers

1. Limited Access Tier: 50 unique customers/day.

2. Tier 1: 1,000 unique customers/day.

3. Tier 2: 10,000 unique customers/day.

4. Tier 3: 100,000 unique customers/day.

5. Tier 4: Unlimited unique customers/day.

Starting Point

• All businesses begin at Tier 1 when registering a phone number.

• From September 12, 2021, businesses can use the API without completing Business Verification but remain in the Limited Access Tier until verified.

Moving Between Tiers

Upgrades

A phone number is upgraded to the next tier if:

• The quality rating remains high.

• The cumulative number of unique users messaged is twice the current limit within 7 days.

• Messaging limits are reached daily for at least 48 hours.

Flagged Status

• Accounts in a Flagged status cannot upgrade tiers.

• Return to Connected status to restart the upgrade process.

Example Scenarios

• Tier 1 to Tier 2: Messaging 2,000 unique users within 7 days results in an upgrade.

• Rolling 24-Hour Limit: Messaging 50 unique users/day in Limited Access Tier without exceeding limits allows for smooth operations.

Best Practices for Maintaining Quality

1. Policy Compliance: Ensure all messages align with WhatsApp Business Policy.

2. Opt-In Messaging: Only message users who have explicitly opted in.

3. Personalization: Create highly tailored messages that provide value to recipients.

4. Frequency Management: Avoid overwhelming users with excessive messages. Focus on concise, meaningful communication.

5. Testing Strategy: Start with smaller groups to gauge user reception before scaling.

Why Quality and Limits Matter

By maintaining a high-quality rating and adhering to messaging limits, businesses can:

• Enhance customer trust.

• Prevent account downgrades.

• Unlock higher messaging tiers for broader outreach.

Leverage these guidelines to optimize your WhatsApp Business API performance on Wabo and deliver impactful customer communications.