Your WhatsApp quality score determines how many people you can message per day. A red score can cut your daily limit from unlimited to 1,000 — or disable outbound messaging entirely. This guide shows you how to monitor, maintain, and recover your quality score.
| Quality Level | What it means | Impact on messaging |
|---|---|---|
| 🟢 High (Green) | Low block rate, good engagement, clean messaging practices | No restrictions — full messaging tier active |
| 🟡 Medium (Yellow) | Elevated block/report rate — Meta is watching | Warning state — restrictions may come if not addressed |
| 🔴 Low (Red) | High block/report rate — poor messaging quality | Daily messaging limit reduced, tier may downgrade |
Quality score is recalculated every 7 days based on recent messaging behaviour. A red score today does not mean permanent restriction — but sustained red for 7+ days can result in tier downgrade that takes weeks to recover.
| Tier | Daily unique users | How to reach |
|---|---|---|
| Tier 1 | 1,000/day | Starting tier for new accounts |
| Tier 2 | 10,000/day | Send to 1,000+ users in 7 days with High quality |
| Tier 3 | 100,000/day | Send to 10,000+ users in 7 days with High quality |
| Tier 4 | Unlimited | Send to 100,000+ users in 7 days with High quality |
Tier upgrades are automatic: Once your messaging volume and quality score consistently meet the threshold, Meta upgrades your tier without any application. Tiers reset if quality degrades — build gradually and never sacrifice quality for speed.
The single biggest cause. Contacts who didn't ask for your messages will block you. Block rate directly degrades quality score. Only send marketing messages to explicitly opted-in contacts.
Sending 5 marketing messages to the same contact in one week creates annoyance and blocks. Cap marketing messages at 2 per week per contact. Never send more than 1 marketing message per day to the same contact.
Generic, irrelevant, or misleading messages get blocked at higher rates. Personalised, relevant messages with clear value get read. Review block rates per template in WA.Expert analytics and disable underperforming ones.
Messages sent between 10 PM and 8 AM are more likely to be blocked. Customers who wake up to 3 unsolicited WhatsApp messages from your brand will block you. Stick to 9 AM–8 PM for marketing broadcasts.
Customers who want to stop receiving messages but can't opt out easily will block instead. Always include "Reply STOP to unsubscribe" in marketing messages. Make stopping easy — it's better than a block.
Stop sending marketing messages the moment you see red quality score. Every additional blocked message makes recovery longer. Pause all scheduled broadcasts in WA.Expert.
In WA.Expert analytics, find templates with block rates above 1%. Disable these templates immediately. They are the source of the quality degradation.
Remove contacts who: haven't purchased in 12+ months, haven't opened a WhatsApp in 90+ days, or who have historically low engagement. A smaller, cleaner list has a dramatically better quality score than a large, dirty list.
Quality score is based on the last 7 days of messaging. Once you've stopped the damaging broadcasts and cleaned the list, wait 7 days. The quality score will recalculate based on the cleaner recent period.
Start broadcasting again with your highest-engagement templates to your most engaged contacts. Build back slowly over 2–3 weeks to demonstrate sustained quality before scaling volume again.
WA.Expert dashboard shows quality score, block rate, template performance, and messaging tier in real-time. Catch issues before they become problems.