How Meta rates a WhatsApp number's quality, how messaging limits, tiers and throughput work, and what Avox shows on the Health page so you can spot and fix a drop early.
Meta watches how customers react to every business number and uses that to decide two things: the number's quality rating, and its messaging limit - how many people it can start conversations with in a day. Both are Meta's, and Avox shows you what Meta reports on the Health page.
The quality rating reflects how customers have received your recent messages. Meta weighs signals such as people blocking or reporting your number, and the reasons they give.
You can see the current rating in Meta's WhatsApp Manager - click Open in Meta on the connection's page in Avox. Changes Meta reports also land in Quality history on Health (see below).
Templates have their own quality too. A template that collects negative feedback can be paused or
disabled by Meta, and sends with it then fail with
template_unavailable. With WhatsApp account alerts on in
Compliance, every Admin hears by email about templates Meta rejects, pauses, disables
or flags. See Template approval and
Insights.
The messaging limit caps how many different people you can start conversations with (using templates) in a rolling 24 hours. Replying to people who wrote to you first, inside the 24-hour window, doesn't count against it.
Meta names each step of the limit as a tier, such as TIER_1K or TIER_10K - the number in the
name is how many people. New numbers start on a lower tier. Meta raises the tier on its own when you
keep good quality and send close to your current limit, and can lower it if quality drops. Depending
on how Meta applies limits to your account, one limit can be shared by every number in your Business
Portfolio.
Business verification and a good track record are what let you grow. See Meta concepts and Accounts and numbers.
Meta sets and changes these values, and the details can change over time. Treat the tier Meta reports for your number as the source of truth.
Separately from the daily limit, Meta caps how many messages per second a number can send, and how
often you can message the same person in a short time. Going over these returns
meta_rate_limited from the Avox API. See
Rate limits.
The full list is on Meta error codes.
When Meta sends a quality update for a number, Avox records it under Quality history on Health, with the date and time and:
TIER_10K.FLAGGED (quality has dropped and the limit is at risk),
UNFLAGGED (quality recovered), UPGRADE or DOWNGRADE (the tier moved).When a number was recently flagged, the Health page's insights show "Meta flagged this number's
quality recently - see Quality history below." Until Meta sends an update, the card says "No quality
updates from Meta yet." Every update also appears on Logs as a
phone_number_quality_update event.
Check health now on each connection asks Meta directly whether the number can send:
{
"can_send_message": "AVAILABLE",
"entities": [
{ "entity_type": "PHONE_NUMBER", "id": "106540352242922", "can_send_message": "AVAILABLE" },
{ "entity_type": "WHATSAPP_BUSINESS_ACCOUNT", "id": "102290129340398", "can_send_message": "AVAILABLE" },
{ "entity_type": "BUSINESS", "id": "1234567890", "can_send_message": "AVAILABLE" }
]
}
Avox turns this into plain lines - Can send messages ("This connection can send messages right now." when all is well), then one line each for Phone number, WhatsApp Business Account, Business verification and App configuration as Meta reports them ("No issues reported." when there's nothing to fix). Any issue shows Meta's description and suggested fix. View raw response opens Meta's answer unchanged, as above. A repeat click within a minute shows the same result again.
For anything other than AVAILABLE, Avox shows "Meta reports this connection's ability to send as:"
followed by Meta's answer.
The Delivery health right now gauge shows the most recent day's delivery rate, and the chart next to it shows the trend over the period you pick (7d, 30d or 90d). A sudden drop is often the first sign of a quality problem - the insights panel points out a drop of 10 points or more over the window.
Pause the noisiest sends
Review the audience
Review the content
Ramp back up slowly
With WhatsApp account alerts on in Compliance, account-level alerts from Meta are emailed to the Switchboard's Owner, and every Admin hears about templates Meta rejects, pauses, disables or flags.
Quality history on Health shows the Messaging tier from Meta's latest quality update. Meta's WhatsApp Manager (Open in Meta on the connection's page) always shows the current values.
No. The limit counts people you start conversations with using templates. Replies inside the 24-hour window don't count.
No. Meta only sends an update when something changes, so a number with steady quality can show "No quality updates from Meta yet." for a long time.
Meta sets the limit. Good quality, steady volume close to your current limit, and business verification are what lead Meta to raise it.
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