Most common ban causes
The most frequent causes of suspension or limitation are: high block/spam report rates from recipients, sending to invalid numbers or numbers without WhatsApp, Meta Commerce Policy violations, and using unauthorized messages outside the 24-hour window without an approved template.
The WhatsApp number quality score is the most important metric to monitor. Meta assigns each number a green (high), yellow (medium) or red (low) score based on negative signals received.
Best practices to keep the number healthy
The most important rule: only send messages to people who have given explicit consent. Do not buy number lists, do not import contacts without consent, do not send to numbers found online.
Always use approved templates for messages outside the 24-hour window. Monitor the quality score of your number regularly.
How to respond to a quality downgrade
If your number quality drops: pause active marketing campaigns, analyze which template has the highest report rate, remove contacts who reported or blocked the number from the list. Restore communications gradually with the most engaged segments.
What to do if the account gets suspended
If your account is suspended, read the suspension reason in Meta Business Manager. File an appeal through Meta Business Support specifying the types of communications sent, consent collection method and corrective actions taken.
While awaiting the appeal, activate alternative communication channels (email, SMS) to minimize operational impact. Chat API can assist in the Meta appeal process.
