How to Maintain WhatsApp Business Account Quality and Improve Message Delivery

What Does WhatsApp Business Account Quality Mean?

Account quality is an indicator that helps you understand the quality of your phone number and how safely and effectively it is being used on the WhatsApp Business Platform.

In WhatsApp Manager, phone number quality may appear at different levels, including:

• 🟢 High Quality — High
• 🟡 Medium Quality — Medium
• 🔴 Low Quality — Low

Meta primarily evaluates message quality based on user feedback and negative signals, which may include business blocks, message reports, and repeated complaints.

Why Is It Important to Monitor Account Quality?

A decline in account quality can affect the ability to continue sending messages and may limit messaging capacity when negative feedback persists.

That’s why account quality should be monitored continuously as an operational indicator alongside campaign performance metrics such as delivery, engagement, and read rates.

The goal is not simply to maintain a healthy account status. It is to ensure that messages reach the right audience, contain expected and relevant content, and provide a positive customer experience on WhatsApp.

What Affects WhatsApp Business Account Quality?

Several practices can help create a better customer experience and reduce the likelihood of negative feedback.

Send Messages to Customers Who Expect Them

WhatsApp recommends sending messages to users who have opted in and expect to receive communications from your business.

The opt-in should be clear, and customers should understand what type of messages they are agreeing to receive, such as:

• Order updates
• Shipping notifications
• Appointment reminders
• Relevant offers
• Product recommendations

WhatsApp also recommends using separate opt-ins for different types of messages where appropriate, as this can help reduce the likelihood of customers blocking a business because they receive messages they did not expect.

Best Practice: Do not treat having a customer’s phone number as consent to contact them via WhatsApp.

Respect Opt-Out Requests

If a customer asks not to receive a specific type of message, respect that request.

Providing a clear and easy way to stop receiving messages helps improve the customer experience. WhatsApp also recommends making opt-in and opt-out processes clear and easy to use.

“If you no longer wish to receive these messages, you can unsubscribe by…”

Rather than continuing to send messages until the customer blocks the business number.

Use Approved Message Templates Correctly

Outside the 24-hour customer service window from the customer’s last message, a business must initiate the conversation using an approved Message Template.

Note: Add the internal link to the article about WhatsApp template approval here.

Each template should also be used for the purpose for which it was approved. WhatsApp reserves the right to review, pause, or reject templates.

Therefore, it is not enough for a message to be simply “approved.” More importantly, it should be:

Approved + appropriate for its purpose + expected by the customer + valuable to the recipient.

Make Your Messages Relevant to the Customer

Generic or irrelevant messages can result in poorer customer experience.

Instead of sending:

🔥 Special offer! Don’t miss out!

Make the message more relevant to the customer’s behavior or relationship with the business:

Hello {{1}}, your order {{2}} is ready for shipment.

Or:

Reminder: Your appointment with {{1}} is tomorrow at {{2}}.

The goal is not simply to send a message, but to send the right message to the right person at the right time.

Avoid Sending Large Volumes of Messages Randomly

Communication quality is more important than simply increasing message volume.

If your database contains a large number of customers, it is better to segment the audience based on relevance rather than sending the same content to the entire database.

Instead of:

10,000 customers → Same message

Better:

• Active customers
• Customers who purchased recently
• Customers interested in a specific product
• Customers who interacted with previous messages

This makes the content more relevant to each recipient’s interests.

Monitor Message Performance Continuously

Do not wait until your account status turns red before taking action.

Monitor:

• Messages sent
• Messages delivered
• Rejected or undelivered messages
• Customer engagement
• Underperforming templates
• Campaigns generating negative feedback

This is where having a single dashboard that displays account status and recent campaign performance becomes valuable.

How Can Taqnyat Help You Monitor WhatsApp Account Quality?

🟢 Account Status: Good

Quality: High
Status: Active

Your account is performing well. Continue sending relevant messages to customers who have opted in to receive communications.

🟡 Account Status: Needs Improvement

Status: Medium

Your account quality is at a medium level. You can improve it by reviewing your audience and templates, reducing negative signals, and improving the customer experience before launching new campaigns.

Recommendations:

• Send campaigns to customers who have opted in to receive messages.
• Review recent campaigns and identify messages that performed well, while analyzing the reasons behind their success.
• Reduce the frequency of messages sent to unengaged customers.
• Review or modify templates that consistently perform poorly or generate repeated blocks or complaints.
• Do not pause a template simply because its reach or delivery rate is low; investigate the reasons for failed delivery first.
• Segment your audience based on interests or recent interactions.
• Use more personalized messages that are relevant to customer behavior.
• Test campaigns with a small audience before sending them to a larger segment.
• Use CTA or Quick Reply buttons when appropriate to make interaction easier and improve the customer experience.
• Continuously monitor blocks, reports, and complaints alongside delivery and engagement metrics to understand campaign performance.

Note: A low delivery or engagement rate alone does not necessarily mean a decline in Quality Rating. Use these metrics to analyze campaign performance and diagnose issues, while focusing on negative customer signals such as blocks, reports, and complaints.

🔴 Account Status: Low

Your account status is low and requires action now

We detected negative signals that may be affecting your account quality, such as increased blocking, reporting, or complaints. Review your campaigns, audience, and templates to reduce negative signals and maintain account stability.

We recommend that you:

• Review customer consent for receiving marketing messages.
• Avoid sending messages to unverified numbers or customers who have not opted in.
• Review your last 10 campaigns and identify campaigns with the highest rates of failed delivery or negative signals, then investigate the reasons.
• Pause or modify templates that generate repeated blocks or complaints.
• Avoid repeatedly sending the same message to customers who have not engaged with it.
• Review template content and make sure it is correctly categorized.
• Respect opt-out requests immediately.
• Start with a small, targeted campaign aimed at your most engaged customers before scaling.
• Monitor account status, blocks, reports, and complaints before expanding your sending volume.
• Review the official WhatsApp Business Messaging Policy.

Don’t Wait for Your Account Status to Decline

The best way to maintain WhatsApp account quality is to treat it as a metric that should be continuously monitored and improved.

Instead of waiting for messaging problems to appear, ongoing monitoring helps you identify campaigns or sending practices that may lead to negative customer signals and take corrective action early to improve the user experience.

With account status + data from the last 10 campaigns + numbers of messages sent, delivered, and undelivered available in one dashboard, it becomes easier to move beyond simply knowing that there is a problem and understand what happened, when it happened, and where to start improving.

This data can help analyze campaign performance and diagnose delivery issues. However, it does not by itself indicate a decline in Quality Rating. Account quality should be assessed using the full picture, with particular attention to negative user signals such as blocks, reports, and complaints.

Conclusion

Maintaining a healthy WhatsApp account status does not depend on a single factor. It depends on the overall quality of the customer experience and sending behavior.

According to the official WhatsApp policy, the goal is to maintain high-quality experiences in conversations between businesses and users. WhatsApp may take action when accounts receive high levels of negative feedback or use the service in ways that violate its policies.

So, do not wait for your account status to decline before taking action. Monitor negative signals, review campaign performance, ensure you have valid customer consent, and optimize your content and audience before issues accumulate.