How to improve Meta's quality rating for WhatsApp deliverability

Updated March 19, 2026 · 2 minute read

Improving WhatsApp deliverability boils down to the Quality Rating Meta uses to determine how your business is perceived.

This rating is based on how people have received your messages over the last seven days.

A high rating is necessary to increase sending limits and to guarantee messages are delivered reliably - here's how you can help improve this on Meta and when using ZEPIC.

Why Monitoring Your Quality Rating is Essential

• Higher Reach: A "High" rating allows you to move to higher messaging tiers, reaching more customers daily.

• Account Protection: Proactive monitoring prevents your phone number from being "Flagged" or "Restricted" by Meta.

• Improved ROI: Messages sent from high-quality numbers are less likely to be filtered, protecting your campaign budget.

Step-by-Step Guide: Boosting Your Quality Score

Step 1: Identify Your Current Status

Check your Meta dashboard to see your current color-coded status: Green (High), Yellow (Medium), or Red (Low).

Step 2: Analyze Recent Block Rates

The biggest factor is blocks or spam reports. Review the Reported and Blocked metrics in your ZEPIC analytics to see if a specific template caused a spike. Also, look at the messages not delivered and the error code mentioned - we go over these in our WhatsApp error codes for troubleshooting post.

Step 3: Pause Low-Performing Campaigns

If your rating drops, stop sending to cold lists immediately. Focus on your most engaged users (those who interacted in the last 24-48 hours) to rebuild positive signals.

Step 4: Refine Template Content

Make your Unsubscribe button highly visible. It is much better for a user to click "Stop" than for them to report your message as "Spam" to Meta.

Best Practices: Maintaining a High Rating

Action	Impact on Quality Rating
Personalization	Makes the message feel like a service rather than an intrusion.
Quick Replies	Increases positive interaction signals to Meta via easy engagement buttons.
Slow Scaling	Increase volume gradually to avoid triggering automated spam filters.
Clear Branding	Ensures users recognize your business immediately through logos and descriptions.

When it comes to improving deliverability, Meta’s quality rating—along with using the right tags and approved templates is what makes all the difference.

Worried about your WhatsApp deliverability? Why not check out our article on troubleshooting deliverability issues!