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How to protect your WhatsApp number's quality score when sending in bulk

The quality score is the rating Meta gives your number based on blocks, reports and replies. Before a bulk send in Contacts › Bulk Actions, message only opted-in contacts, start with a small group, scale up gradually and check the results; if quality drops, pause your campaigns.

Updated on

Before you start

  • The quality score is a rating Meta assigns to your number and your WhatsApp Business Account: High (normal delivery), Medium (rate-limited or delayed delivery) or Low (failures, throttling and risk of restrictions).
  • What hurts quality the most: customers blocking your number, customers reporting your messages as spam, and sending to people who never opted in.
  • Bulk sends amplify everything, good and bad: a large, unengaged list produces blocks and reports within hours.
  • Make sure the contacts on your list opted in to WhatsApp messages from you and that your template is approved.
Where to find it

Contacts › select contacts › Bulk Actions › Send WhatsApp

Step by step

Before sending

  1. Open Contacts and build a list with only contacts who opted in to WhatsApp and engaged recently.
  2. Segment by interest or relationship with your business; never send to purchased, scraped or "cold" lists.
  3. Pick a clear, honest, relevant template and personalize it with the contact's name or details.
  4. If the number is new, start with a low volume.

While scaling up

  1. Send the first batch to a small, engaged group.
  2. Increase daily volume gradually over days or weeks. Meta treats sudden spikes as a risk signal.
  3. Meta re-checks your number's quality roughly every 6 hours to decide on limit upgrades or downgrades; consistency matters more than any single send.
  4. Don't run bulk sends back to back without checking the results of the previous one.

After sending

  1. Review deliveries, replies and failures for each send.
  2. Remove anyone who asked to stop receiving messages, and never message someone who blocked your number again.
  3. Avoid repeated follow-ups to people who haven't replied.

If quality drops

  1. Pause all bulk campaigns immediately.
  2. Reduce daily volume and message only your most engaged contacts.
  3. Improve the relevance and personalization of your messages.
  4. Give it time: recovery isn't instant and depends on steady positive engagement. If your rating stays Low for 7 straight days, Meta lowers your messaging limit to the next tier down, even if the status later returns to Connected.

Tips

  • Honor opt-outs immediately: ignoring them is one of the fastest routes to reports.
  • The purpose of the message should match what the customer agreed to receive.
  • Put quality ahead of volume: it's the most effective way to keep delivery working long term.

Common problems

  • Quality went to Medium or Low right after a campaign → The list had contacts without consent or with little interest. Pause, clean the list and resend only to people who engage.
  • Some messages failed or were delayed → The number is being throttled for quality or hit its daily limit. Wait, lower the volume and split the send across several days.
  • The number got flagged → Stop marketing sends for 7 days and message only customers who reply. If quality improves within that time, your limit stays the same.
  • Customers complain about too many messages → Space out campaigns and leave a few days between sends to the same contact.

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