Entendiendo la Calificación de Calidad de WhatsApp

Cómo funciona tu calificación de calidad de WhatsApp, qué la afecta y cómo mantener una calificación alta

Updated 10 February 2026

Your WhatsApp quality rating is a score that reflects how recipients react to your messages. It directly affects your ability to send messages — a good rating lets your messaging limits scale up, while a poor rating can get your limits reduced or your account restricted.

Meta calculates your quality rating based on how users interact with your messages over the last 7 days. Every block, report, or negative reaction brings your rating down.

Rating Levels

Your phone number's quality rating falls into one of four levels:

High (Green) — Recipients are engaging well with your messages. You're eligible for automatic tier upgrades. This is where you want to stay.

Medium (Yellow) — Some negative signals detected. You're still eligible for tier upgrades, but you should investigate what's causing the dip before it gets worse.

Low (Red) — Recipients are frequently blocking or reporting your messages. If this stays Low for 7 consecutive days, Meta will downgrade your messaging tier by one level.

Flagged — Severely degraded quality. Your messaging limits may be restricted. Immediate action is required — stop broadcasting and fix your messaging strategy before sending again.

What Affects Your Rating

Meta tracks several signals from recipients to calculate your quality rating:

Blocks — When a user blocks your number. This is the strongest negative signal and drops your rating fastest.

Reports — When a user reports your message as spam through WhatsApp.

Block reasons — WhatsApp asks users why they're blocking you. Reasons like "Didn't sign up for this," "Too many messages," or "Spam" weigh heavily against your rating.

Read rates — Consistently low read rates suggest your messages aren't relevant to your audience.

The quality rating is per phone number, not per template. If you have multiple phone numbers in your WhatsApp Business Account, each has its own quality rating.

How Quality Rating Affects Messaging Limits

Your quality rating is one of the three conditions Meta checks when deciding whether to upgrade your messaging tier:

To upgrade: Your quality rating must be Medium or High, you must have used at least 50% of your current limit in the past 7 days, and your phone number must be connected.

To stay at your current tier: Keep your quality rating at Medium or above.

Downgrade risk: If your quality rating drops to Low and stays there for 7 consecutive days, Meta downgrades your tier by one level (e.g., 10K → 1K).

For full details on messaging tiers and how they scale, see WhatsApp Messaging Limits.

How Quality Rating Affects Templates

When your quality rating drops, it doesn't just affect your messaging limits — it can affect your templates too:

Template pausing — If a specific template generates an unusually high rate of blocks or reports, Meta may pause that template. A paused template can't be sent until the quality improves or you appeal.

Template disabling — Repeatedly paused templates may be permanently disabled. You'd need to create a new template from scratch.

Lower approval rates — Accounts with consistently poor quality ratings may experience slower or stricter template reviews.

Where to Check Your Quality Rating

In WhatsApp Manager: Go to Account tools → Phone numbers. The quality rating appears in a column next to each phone number.

In WhatChimp: Your quality status is visible in the dashboard when viewing your connected phone numbers.

How to Maintain a High Rating

Only message people who opted in — This is the single most important rule. Never send to purchased lists, scraped contacts, or people who didn't explicitly agree to receive messages from you. "Didn't sign up" is the most common block reason.

Personalize your messages — Generic mass blasts get blocked far more often than targeted, relevant messages. Use template variables to personalize and segment your audience in WhatChimp before broadcasting.

Don't over-message — Sending too frequently is the fastest way to get blocked. Space out your campaigns. A good rule: no more than 2-3 marketing messages per week per customer unless they're actively engaged.

Provide an easy opt-out — Include a quick reply button like "Stop" or text like "Reply STOP to unsubscribe" in marketing templates. Users who can easily opt out are less likely to block you (blocking hurts your rating more than an opt-out).

Time your messages well — Don't send at odd hours. Messages sent during business hours in the recipient's timezone get better engagement and fewer blocks.

Start small with new templates — When launching a new marketing campaign, send to a small test segment first (100-200 users). Check the response — if blocks spike, adjust the message before scaling up.

Monitor after every broadcast — Check your quality rating a few hours after sending a large campaign. If it drops, pause the campaign and investigate before sending to more users.

What to Do When Your Rating Drops

If it drops to Medium: Review your recent broadcasts. Look at which templates were sent, to whom, and when. Identify the one that likely caused the dip. Adjust your targeting or message content before the next send.

If it drops to Low: Stop sending marketing broadcasts immediately. Continue only with service replies and essential utility messages (order updates, etc.). Give your account a cooling-off period of at least 7 days before resuming broadcasts. Use this time to clean your contact list — remove users who haven't engaged in 30+ days.

If a template gets paused: Don't create an identical template with a different name — Meta will catch this and may disable it too. Instead, genuinely rework the message. Make it shorter, more relevant, or better targeted.

If it drops to Flagged: Contact WhatChimp support. Your account may need intervention. Stop all non-essential messaging until resolved.

Quality Rating vs. Business Verification

These are different things:

Quality rating — A dynamic score based on how recipients react to your messages. Changes weekly. Affects messaging limits.

Business verification — A one-time process to verify your business identity with Meta. Affects what features you can access (higher tier limits, green tick eligibility). See How to Verify Your Meta Business Manager.

Both matter, but quality rating requires ongoing attention.

WhatsApp Messaging Limits — How quality rating affects your daily messaging tier

Guidelines for Utility and Marketing Templates — Choosing the right template category to avoid blocks

Why Templates Get Rejected and How to Fix Them — Fix rejected templates before they hurt your rating

WhatsApp Broadcasting Rules — Best practices for sending broadcasts without damaging quality