1. Signals Meta monitors for enforcement
Meta’s enforcement mechanisms are increasingly sensitive to signals such as:
- High rates of blocks or spam reports from users
- Sending marketing messages to users with weak, outdated, or insufficient consent
- Sudden increases in messaging volume
- Messaging contacts who have not recently interacted with the business
- Low engagement rates (few replies, many ignored messages)
- Repeated promotional messages without meaningful interaction
- Unbalanced ratio of marketing versus utility messages
Higher-risk industries: cryptocurrency, investments, gambling, lending, supplements, healthcare claims, affiliate marketing, lead generation. These industries are subject to closer scrutiny by Meta.
Account integrity: Meta also evaluates factors unrelated to message content, such as recently created Business Managers, inconsistent business information, recycled phone numbers, or unusual account administration patterns.
⚠️ If your business tends to receive reports/blocks, it is recommended not to send messages before Business Manager verification has been completed.
2. Practical rules to protect your account
Contact lists
- Only contact lists that you directly own. Lists purchased from third parties put your account at risk.
- Always allow customers to unsubscribe (technical instructions).
Gradual sending strategy (“warm-up”)
- First week: maximum 250 contacts per day (ideally the “warmest” ones).
- 24 hours after sending, check the account quality status in the dashboard:
- High/Medium → you can continue sending.
- Low → pause sending for 7 days; after this period quality returns to high and you can resume.
- Once the first round to your customer base is complete (those who wanted to unsubscribe have done so), you can move up to 1,000 contacts/day, always monitoring quality.
Templates
- For mass sending, split the list into smaller sub-lists and use slightly different variations of the same template to reduce reports.
- Renew templates periodically: individual templates (not just the account) can also be reported/blocked.
- Note: an approved template does not guarantee safe usage — overly promotional wording, repeated reminders, or messaging low-engagement users can still damage account quality.
Message content
- Avoid typical spam phrases (“best offer on the market”, “you’ve been selected”, “you’ve won…”).
- Alternate commercial messages with value-adding nurturing messages (info about your service/industry), avoiding overly aggressive marketing.
- Pay attention to the content and length of informational messages.
Contact frequency
- First communication: a single message.
- Follow-up messages only if the customer responds (e.g., clicks a template button).
- For customers who don’t respond: no more than 1 message every 10–15 days.
- Always monitor overall sending frequency to avoid overwhelming customers with messages.
Common-sense rule of thumb
Before every automation, ask yourself: “Would I block/report this number if I received this message?” If yes, stop and revise the message.
WhatsApp is a channel the customer considers privileged: it should not replicate email communications and must be treated with greater care and respect.
3. Monitoring
Regularly check the “WhatsApp Account Status” under the “Analytics” >> “Quality Status” section to verify the quality level (High/Medium/Low) and adjust your sending strategy accordingly.
