What is Template Quality Rating?
Template quality rating is WhatsApp’s way of measuring how people react to the messages you send using approved templates. The platform reviews user actions such as blocks, reports, and negative feedback. If many users react badly, the template moves to a lower quality tier.
WhatsApp does this to protect users from unwanted or spam-like messages. When the rating drops too much, the system may pause the template or remove it completely. A strong rating shows that customers find your messages useful and relevant.
Understanding Template Quality Rating
WhatsApp ranks each template in three levels:
- High Quality
- Medium Quality
- Low Quality
If a template hits low quality, WhatsApp may mark it as “Flagged” or “Paused.”
If the issues continue, the template can get “Rejected” and cannot be used again.
The rating updates often. Even a small spike in blocks can bring the score down fast. Good timing, clear content and clean opt-in lists help keep the rating healthy.
Advantages of a Good Template Quality Rating
- Higher deliverability
- Lower chance of template rejection
- Better sender trust
- Stable outbound campaigns
- Smooth business-initiated flows
Challenges and Considerations
- High block rates drop the score
- Poor targeting harms quality
- Overuse of promotions leads to fatigue
- Bad timing increases user complaints
- Misleading content triggers rejections
Example of Template Quality Rating
A business sends a “Big Sale Today” template to 10,000 customers.
Many customers did not opt in for offers.
Several block the number and some report the message.
WhatsApp lowers the template quality to “Low.”
The platform flags it and may pause it until the business fixes the issue.
Related Terms
- Quality Rating: WhatsApp’s score that measures overall sender health.