# Maintain WABA Health

To ensure a high-quality customer experience on WhatsApp and avoid messaging restrictions or account blocks, it is essential to follow Meta's policies and maintain a healthy messaging environment.

This guide outlines the key elements and actionable best practices to help you proactively manage your WhatsApp Business account (WABA).

### Why It Matters

The WhatsApp platform is carefully moderated to protect users from spam or abuse. Poor messaging practices can lead to:

* Blocked or reported numbers
* Declining quality ratings
* Template rejections
* Reduced messaging limits
* WABA or Meta business portfolio suspension

### Key Elements of Account Health

#### 1. **Meta Business Portfolio Ownership**

* The WABA must be owned by the business that sends the messages.
* Do not add unrelated users to your Meta business portfolio.
* Violations may result in account restriction or suspension.

**Learn more:** [Using a new phone number](https://docs.360dialog.com/docs/waba-management/the-360-client-hub/embedded-signup/add-a-new-number-to-an-existing-account) | [WABA Policy Enforcement](https://docs.360dialog.com/docs/waba-basics/waba-policy-enforcement)

#### 2. **Phone Number**

* Display Name must reflect the brand sending messages.
* Messaging limits and quality ratings are applied per phone number.
* Policy violations affect the entire WABA.

**Learn more:** [Quality Rating and Messaging Limits](https://docs.360dialog.com/docs/waba-management/capacity-quality-rating-and-messaging-limits) | [Display Name Guidelines](https://docs.360dialog.com/docs/waba-management/display-name-guidelines)

#### 3. **Template Messages**

* Required for initiating conversations.
* Poor-quality templates can affect the entire WABA performance.
* Use only expected, timely, and relevant templates.

**Learn more:** [Template Guidelines](https://docs.360dialog.com/docs/waba-messaging/template-messaging/template-management-ui) 

#### 4. **Official Business Account (OBA)**

* While not required, an [OBA (blue badge)](https://docs.360dialog.com/docs/waba-management/official-business-account) helps increase trust and visibility.

### How to Get Templates Approved

Meta reviews each Template Message through its Trust & Safety team. BSPs like 360Dialog do not control this process.

#### Template Quality Requirements

* **Expected:** The user has explicitly opted-in to receive the message.
* **Timely:** Sent shortly after user engagement.
* **Relevant:** Personalised, useful, and includes a clear call to action.

#### Common Reasons for Rejection

* Vague content
* Incorrect or mismatched languages
* Overuse of emojis or promotional tone
* Incorrect formatting (e.g., parameters)

#### Best Practices

| Area            | Recommendation                                                               |
| --------------- | ---------------------------------------------------------------------------- |
| **Clarity**     | Be specific. Provide context where needed.                                   |
| **Tone**        | Avoid sounding like spam. Focus on value, not promotion.                     |
| **Formatting**  | Use correct syntax (e.g., {{1}}, {{2}}). No grammar/spelling mistakes.       |
| **Naming**      | Use descriptive template names (e.g., `ticket_details`, not `template_01`).  |
| **Category**    | Choose the correct message type. Avoid mixed content.                        |
| **Header**      | Add an image, PDF, or video if appropriate.                                  |
| **A/B Testing** | Duplicate templates to test variations. Track which versions perform better. |

#### Example Template Use Cases

* **Marketing:** Deal promotion, opt-out option included
* **Utility:** Appointment reminders, order updates

### Opt-Out Strategies

Using a marketing opt-out button helps reduce block rates and maintain trust.

#### Why It's Important

* Reduces risk of campaigns being blocked or flagged
* Enables faster messaging limit increases
* Provides feedback to improve messaging strategy
* Helps comply with Meta's expectations for user control

#### Best Practices for Opt-Out

* Honor opt-out requests immediately across all numbers
* Send confirmation and allow users to opt back in
* Ask for feedback to understand opt-out reasons
* Only include opt-out in:
  * First message of a campaign
  * After a long period of no marketing messages
  * Messages sent to inactive users

**Note:** Businesses must manage opt-out tracking themselves. WhatsApp and 360Dialog do not store opt-out data.

### Handling Policy Violations

#### 1. **Monitor Quality Alerts**

Stay informed via:

* **Webhooks:** `phone_number_quality_update` and `message_template_status_update`
* **WhatsApp Manager:** Check Phone Number & Template Quality columns
* **360Dialog Hub:** Warnings shown in your WABA overview + notifications

#### 2. **Understand the Quality Lifecycle**

| Quality Rating | Description                         | Consequence                                                 |
| -------------- | ----------------------------------- | ----------------------------------------------------------- |
| **High**       | Ideal- little to no dissatisfaction | Full sending capacity                                       |
| **Medium**     | Some user dissatisfaction detected  | Monitor and adjust content                                  |
| **Low**        | High user dissatisfaction           | Flagged status → Limited ability to start new conversations |

> **Flagged** = Quality is low. After 7 days of improvement, status may reset to Connected.

### Improve Conversation Flow

Regularly evaluate how users engage with your messaging flows:

#### Review Metrics

* First response time and average response time
* Drop-off points in the flow
* Repeated user loops
* Final conversion or action rates

#### Use A/B Testing

Try:

* Rephrasing messages
* Splitting questions
* Combining steps

Then compare user engagement across variations.

### Questions?

If you need insight or clarification, please contact our [Support](https://docs.360dialog.com/docs/support/get-support) for further guidance.