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Meta continuously evaluates every WhatsApp Business number by the experience of the people who receive: blocks and reports drive the evaluation down; well-received conversations sustain it. The Number & quality screen brings this data synced from Meta and answers the question that matters: does Meta still trust this number? To get there: in Reports › Channel health, on the WhatsApp — Number & quality card, click See details. When the rating drops, the dashboard bell also warns you and takes you there.

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The three indicators

  • Meta rating — High, Medium or Low. It is the quality yardstick. A low rating can limit your sending; the campaign guard pauses the send when it drops to medium or low (guards).
  • Number status — connected, flagged, restricted, rate limited or banned.
  • Sending limit — how many people you can message first in 24 hours (rolling window). Replying to people who wrote to you doesn’t count, and the limit belongs to the Business Manager portfolio: if there’s more than one number, they all share the ceiling. It rises in tiers (250 → 2,000 → 10,000 → 100,000 → unlimited); the screen shows which tier you’re on, how much you used in the last 24 h and the criterion to move up — use at least 50% of the limit for 7 days with a high or medium rating — along with the days left at that pace.

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Negative signals

Measured over the last 7 days. Mind the difference: what drives the rating down is blocks and reports (the spam signal below); opt-outs via SAIR do not lower the rating — they are a thermometer telling you the audience or the frequency is wrong, before it turns into blocks:
  • Opt-outs — people who replied SAIR. Doesn’t affect the rating, but it’s the early warning.
  • Spam failures — the most serious signal: Meta held back sends from this number because earlier messages were blocked or reported as spam. Any number above zero deserves attention. In the campaigns’ block guard, spam failures and SAIR opt-outs from people who received the campaign both count.
  • Meta per-person limit — Meta limits how many marketing messages a single user receives from all businesses combined; failures for this reason are not your fault and are shown separately. Wait 24 hours to resend or use another channel.
  • Delivery — the rate of delivered over sent.
Worth knowing: Meta does not tell you who blocked or reported — no tool has that data. What exists are the aggregates above, and Cliqo keeps their daily History cross-referenced with the campaigns you sent — that is where the cause of a drop shows up.

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Number identity

The same screen shows the Display name (approved, pending or declined at Meta) and whether the number already has the Official badge (OBA) — Meta’s green check next to your brand name. The badge shows as active once Meta has granted it; the badge request is made with Meta, outside Cliqo.

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How to keep the rating high

  1. Marketing only with a real opt-in.
  2. Start with utility messages — they build reputation at near-zero risk.
  3. Use waves with guards on every marketing send.
  4. Frequency with common sense: the same contact doesn’t need marketing every week.
  5. Reply to conversations — a number that only talks and never listens is the classic profile that gets reported.