Maintain WhatsApp Business API Account 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 API (WABA) account.

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 Business Manager suspension

Key Elements of Account Health

1. Meta Business Manager Ownership

• The WABA must be owned by the business that sends the messages.

• Do not add unrelated users to your Business Manager.

• Violations may result in account restriction or suspension.

Learn more: Using a new phone number | 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 | 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

4. Official Business Account (OBA)

• While not required, an OBA (blue badge) 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 for further guidance.