🪜 WhatsApp: account quality and sending levels
Updated at September 22nd, 2025
Table of Contents
WhatsApp pays close attention to what happens on a WhatsApp account, especially when it's created. Two metrics have been put in place to help a brand achieve a good WhatsApp account rating: account quality and sending levels, which are also closely linked.
The quality of the account
There are several levels of quality of a WhatsApp account, which will depend on the users' attitude towards the account.
- High quality (in green)
An account always starts with high quality. After a few messages, users have successfully interacted with the account. There should be no warning in this case.
- Average quality (in yellow)
An account's quality may drop to medium if users start reporting it. There's no warning, but you should still be wary of future communications.
- Low quality (in red)
The quality may be lowered if many users have reported the account. In this case, the alert is higher because the account may be suspended by Meta.
As soon as the account is moved to Low quality, WhatsApp will "flag" the account. In this case, it will be necessary to review the communication strategy and the flows sent to users.
🚩 About Account Tagging
An account is flagged when the quality drops to Low.
If the account quality improves to Medium or High, then the flagging will be automatically lifted.
If the account quality does not improve and remains at Low, the flagging will still be lifted, but you will move to a lower sending tier (see next section on sending tiers).
⚠️ Caution : If you are not careful about what you send to your customers despite the flagging of your account, WhatsApp may suspend it, making it unusable. To continue sending messages, you will need to create a new WhatsApp account.
You will be notified by email whenever the quality of your WhatsApp account changes.
How to check account quality?
You can see the quality of your account directly on the home page of your Simio environment (click on the Simio logo at the top left to return to the home page):
You can also see it in your Business Manager, by going to the WhatsApp Manager of your account:
After a while, if there are no more interactions with the account, the quality may return to medium, or even high in some cases.
How to improve the quality of a WhatsApp account?
You can follow our detailed recommendations in this documentation 👉 🌶️ Getting started: warm up
For more information, you can consult the Meta documentation .
The sending levels
When a WhatsApp account is newly created, you need to prove to WhatsApp that the brand is well-intentioned and that it will not spam its contacts with promotional messages.
WhatsApp has therefore implemented sending levels that an account cannot exceed, limiting the number of messages that can be sent in a 24-hour window. There are certain conditions that must be met to move from one level to the next.
| Basic level | 250 conversations/24h |
|---|---|
| 1st level | 1000/24h |
| 2nd level | 10,000/24h |
| 3rd level | 100,000/24h |
| 4th level | Unlimited |
When a WhatsApp account is newly created, it starts with the Basic tier while Meta verifies the account. Verification takes an average of 24 hours, then the account moves to the first tier.
WhatsApp may recognize the brand's reputation (especially thanks to the website provided when creating the account) and move the account directly to the 2nd tier.
If the phone number used for the WhatsApp account had already been used to send communications on WhatsApp, it may also be moved directly to the level it was previously at.
How to move up a level?
There are 3 conditions that must be met for WhatsApp to grant the upgrade:
- Maintain a High or Medium quality rating (see account quality above)
- Start conversations with at least 50% of the current tier over a period of 7 consecutive days . If you are limited to 1,000 conversations in 24 hours, then you will need to start at least 500 conversations on the account.
- Wait 24 hours after starting the 50% of conversations as explained just above.
How to check the level the account is on?
The level the account is on is located on the home page right next to the account quality (click on the Simio logo in the top left corner to return to the home page):
You can also see it on the Business Manager, on the same page as for the account quality:
You will also be able to see the conditions for moving to the next level (met or not):
What if I want to start more conversations than the limit allowed on the account?
If you try to exceed the level limit, the campaign will be stopped as soon as the limit is reached and the account will be restricted (you will no longer be able to send messages for 24 hours).
In Simio, messages that will not be sent because of this restriction will appear as Spam Rate limit hit error.