Your quality rating tells you how customers have reacted to your messages over recent days, weighted towards the most recent ones. Meta builds it mainly from negative signals: people blocking your number, reporting it, and the reasons they give when they do.
The three levels #
| In your panel | Meta’s term | What it means |
|---|---|---|
| Green | High | Healthy. You can keep growing your messaging limit. |
| Yellow | Medium | Some negative feedback. Review what you’re sending. |
| Red | Low | Serious negative feedback. Your number can’t move up a tier and may be flagged. |
What a Low rating costs you #
A low rating blocks any tier upgrade, and it moves your number into a Flagged state. If the rating recovers to Medium or High within 7 days, the number returns to Connected. If it doesn’t, the number still returns to Connected, but with a lower messaging limit than before.
How to improve it #
- Message only people who opted in, and keep a record of when and how each opt-in was given.
- Honour opt-outs immediately. Remove anyone who asks to stop, and use the block list so they’re excluded from future campaigns.
- Cut the frequency. Repeated promotions to the same people are the fastest route to blocks.
- Clean your list. Drop numbers that never read or reply; low read rates hurt you.
- Make the first line useful and name your business, so the message is recognised rather than reported.
- Send marketing in smaller batches and watch the rating in Connections before scaling up.
Quality is measured on a rolling window, so improvements show up within days rather than instantly.
Source: Meta: Capacity, Quality Rating and Messaging Limits. Meta changes these rules from time to time, so check the source if something looks different in your account.