Understanding WhatsApp Message Template Quality Ratings

Overview

Each WhatsApp message template has its own quality rating based on how recipients respond to messages sent using that template.

This rating helps you identify templates that may require improvements before Meta limits or disables their use.

Important: Template quality is different from your WhatsApp phone number quality rating. A low-quality template affects only that specific template, while phone number quality reflects the overall health of your WhatsApp number.

Template Quality Ratings

🟢 Green (High Quality)

Your template is performing well.

What this means:

• Very few customer complaints, reports, or blocks.

• The template can continue to be used normally.

Recommended action: No action is required. Continue following WhatsApp messaging best practices.

🟡 Yellow (Medium Quality)

Your template has received some negative customer feedback.

Possible reasons:

• Customers do not find the messages relevant.

• Messages are being sent too frequently.

• The content may not match customer expectations.

Recommended action:

• Review the message content.

• Improve personalization.

• Reduce messaging frequency if necessary.

• Ensure recipients have opted in.

🔴 Red (Low Quality)

Your template has received a high level of negative feedback.

Possible impact:

• Meta may pause the template.

• The template may become unavailable for sending messages.

• Continued poor performance may require you to redesign the template before it can be used again.

Recommended action: Review the template immediately and update its content before using it again.

Best Practices to Maintain High Template Quality

To keep your templates performing well:

• Send messages only to customers who have explicitly opted in.

• Use the correct template category (Marketing, Utility, or Authentication).

• Keep messages relevant, timely, and useful.

• Personalize content whenever possible.

• Avoid repetitive or excessive messaging.

• Regularly review template performance after campaigns.

Where to Check Template Quality

You can view template quality in:

Meta Business Suite → WhatsApp Manager → Message Templates

Select a template to review its current quality rating and status.

Frequently Asked Questions

Does a Red template quality affect my WhatsApp phone number?

Not directly. Template quality applies only to the individual template. However, consistently sending low-quality templates can contribute to negative customer feedback, which may eventually affect your phone number's overall quality rating.

Can a Red template become Green again?

Yes. If you update the template, improve customer engagement, and reduce negative feedback, the quality rating may improve over time, provided the template remains active.

Can Picky Assist change my template quality rating?

No. Template quality ratings are calculated and managed by Meta based on recipient feedback. Picky Assist cannot modify or influence these ratings.