Your first broadcast campaign, without hurting your quality rating
Meta scores your number on how people react. Here is how to keep that score healthy
6 min read
WhatsApp gives every business number a quality rating based on how recipients respond. Blocks and reports push it down; replies and engagement hold it up. Drop far enough and your messaging limits get cut, which is a far more expensive problem than a campaign that underperforms.
The instinct with a new list is to send to everyone. Resist it. Start with the segment most likely to welcome the message: recent customers, people who asked about the thing you are announcing, the city the offer applies to. A smaller, relevant send protects the number that all your future campaigns depend on.
Make the first line earn its place. WhatsApp shows a preview in the notification, and that preview decides whether the message gets opened or reported. Lead with what the person gets, not with your company name.
Honour opt-outs immediately and visibly. One clear way to stop hearing from you prevents the blocks that actually damage your rating.
Watch the campaign while it runs. Delivery, reads and replies arrive in real time, so if reply sentiment turns negative on the first few hundred you can stop before it reaches the rest of the list.