Guides
Every WhatsApp Business number has a messaging tier that caps how many unique customers you can start conversations with in a rolling 24 hours, and a quality rating derived largely from how recipients react to your messages. Tiers rise automatically as you send quality traffic and can fall if your rating drops. A sustained low rating gets the number restricted — which is the single worst thing that can happen to a WhatsApp channel.
New numbers start at the lowest tier. Send consistently to opted-in customers who engage, keep your quality high, and Meta raises the tier automatically. There is no application to file — it is behavioural.
It is driven by recipient reaction, not by content review.
These are cheap habits that prevent an expensive problem.
| Signal | Effect |
|---|---|
| Blocks and spam reports | Strong negative — the main driver of downgrades |
| Replies and engagement | Positive |
| High-volume sends to unengaged contacts | Negative |
| Honouring opt-outs promptly | Protective |
| Correct template categorisation | Protective |
Tiers rise automatically as you send quality traffic to opted-in customers who engage, while keeping your quality rating healthy. There is no application to submit.
Your sending is capped or halted. Stop broadcasting, fix the underlying cause — usually messaging people who did not opt in — and ratings can recover over time.
Yes, it is visible in Meta Business Manager, and ConneXus monitors it on a schedule so a downgrade surfaces rather than being discovered after the fact.
Connect your number through Meta Embedded Signup, keep ownership of your WhatsApp Business Account, and pay Meta directly for messages — we never add a markup.