What is WhatsApp quality rating?
WhatsApp quality rating is a score of high, medium or low that Meta assigns to each business phone number based on how customers have reacted to its messages over a rolling seven-day period.
What it measures.
The rating is built from customer signals, not from anything you self-report. Blocks and reports pull it down hardest. Messages that are delivered but never opened or replied to also count against you. Because the window is rolling, one bad campaign can drag a number down for a week even if everything since has been fine.
Where you see it.
Quality rating shows per phone number in Meta Business Manager, and most providers surface it in their own dashboard too. It is displayed as green for high, yellow for medium and red for low. Meta also notifies the account admin when a number's rating changes state, so the first sign of trouble usually arrives by email or in-platform alert rather than being noticed by your team.
What it affects.
Quality rating gates your messaging limit. A number sitting at high quality can move up through the volume tiers. A number that drops to low is held in place, and if it stays there, Meta can restrict the number so it cannot start new conversations for a period. Replies inside an open session window are unaffected, so the impact lands on business-initiated messaging.
The Voltade take
We treat quality rating as an operating metric, not an alert to react to. The messages that damage it are usually the ones sent to people who never asked, so the fix lives upstream in how the list was built and how relevant the template is, rather than in anything you can change after a number turns yellow.
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