WhatsApp Business Quality Rating - Why Does It Matter?
Your WhatsApp business phone number’s quality rating is used for WhatsApp Business API and WhatsApp Marketing. It is a rating based on the most recent messages that your customers have received over the past seven days.
TL;DR
- It is dependent on your customers’ feedback and displays a rating in the colors of red, orange or green
- If your rating drops too low you are tagged under flagged or restricted which limits
- If your messaging capabilities
- To improve your quality rating
- Identify whether any problematic templates are being circulated
- Check if your notifications are up to WhatsApp’s regulations
- Ensure that receivers have opted in for the type of messages you have to send
- Good practices for doing so include
- Send personalized messages that users have opted in for
- Comply with WhatsApp’s guidelines and don't spam users
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This rating is determined by your customer’s feedback, such as your phone number’s recent blocks and other reporting issues. You can find your quality rating below the Phone Numbers tab in WhatsApp Manager. Under the Quality rating column, there are three quality states:
These platforms allow businesses to send surveys, notifications, and messages directly to their customer’s WhatsApp accounts. In this guide, we’ll walk you through setting up your account and using WhatsApp for surveys.
- Green: high quality
- Yellow: medium quality
- Red: Low quality
If your quality rating reaches a low state or your phone number status changes, you will be informed immediately. This includes an email and notification in Business Manager warning you along with your status changing to Flagged or Restricted.
- Flagged status occurs when the quality rating reaches a low state. Businesses cannot upgrade messaging limit tiers while in the Flagged state. If the message quality improves to a high or medium state for seven days, your status will return to Connected. If the rating doesn’t improve, your status will display Connected, but you’ll be placed in a lower messaging limit tier.
- Restricted status occurs when you reach your messaging limit. During a Restricted phase, you can’t send any notification messages until the 24-hour window has been reset. You can still respond to any messages customers initiate.
How to Improve Quality Rating?
- Check if you or anyone from your business has added a template within the last seven days. This may help determine a problematic template(s).
- Check that your notifications comply with WhatsApp Message API policies.
- Evaluate if you have users opt-in for any recent template topics. For example, take a case of only having users opt-in for purchase receipts while using the API for account updates. Here, customers may respond negatively because they didn’t opt into that specific communication.
- Review notifications against WhatsApp’s Best practice guide.
Your quality rating is based on the total messages received by recipients over the past seven days, weighted by recency. A combination of quality signals from conversations between businesses and users contributes to determining your quality rating.
User feedback signals like blocks, reports, and the reasons users provide when they block a business need to be tracked. Your account’s phone number status, quality rating, and messaging limits are listed under the “Phone Numbers” tab in WhatsApp Manager.
Good Practices For Maintaining a Quality Rating
To maintain high quality:
- Make sure messages follow the WhatsApp Business Policy and Commerce Policy.
- Only send messages to users who have opted-in to receive messages from your business.
- Make the messages highly personalized and useful to the users. Avoid sending open-ended welcome or introductory messages.
- Be mindful of messaging frequency; avoid sending customers too many messages a day. Be thoughtful of informational messages, optimizing for content and length.
What Factors Affect Your WhatsApp Quality Rating?
The quality rating entirely depends on how the users respond to your WhatsApp messages.
If users interact with the message by clicking on CTAs or replying to it, it’s considered a good response. If they do nothing, that is considered neutral. However, if the users start blocking or reporting you, it hampers the quality rating.
Can I Send a Broadcast Message Even With a Low-Quality Rating
When your quality rating goes down, you will receive a warning notification in your Meta Business Manager Account. Once you stop sending bulk WhatsApp messages for some days, your quality rating will improve. Try to maintain a good quality rating for 7 days and your WhatsApp Quality Rating will come back to “Connected”.
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So, seize the opportunity, leverage WhatsApp's potential, and propel your business toward sustainable growth and success! Utilize all of the WhatsApp Business API’s features and start nurturing leads with kwiqreply.
Click here to book a free demo and let us show you how you can do more business with WhatsApp.
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