Campaign best practices

Follow these guidelines to maintain a healthy WhatsApp Business account and avoid restrictions.

The golden rules

1. Only message people who opted in — Never buy contact lists or scrape numbers
2. Provide value — Every message should be useful to the recipient
3. Include opt-out — Always give people a way to unsubscribe
4. Respect frequency — Don't message the same person too often
5. Monitor quality — Watch your quality rating in Meta Business Suite

Understanding quality rating

Meta assigns a quality rating to your phone number:

If your rating drops to Red, Meta may:

• Reduce your messaging limit
• Restrict your account temporarily
• In severe cases, ban your number permanently

Messaging limits

New accounts start with limited sending capacity:

You move up tiers by maintaining good quality over time.

Content guidelines

DO ✅

• Personalize with the recipient's name
• Send relevant, timely information
• Use clear, professional language
• Include a clear call-to-action
• Test with a small group first

DON'T ❌

• Send to people who didn't opt in
• Use misleading or clickbait content
• Send too frequently (max 2-3 per week for marketing)
• Use ALL CAPS or excessive emojis
• Send identical messages to everyone (personalize!)
• Send late at night or early morning

Timing recommendations

Handling opt-outs

When someone replies "STOP" or asks to unsubscribe:

1. Immediately stop messaging them
2. Remove them from campaign lists
3. Mark them as opted-out in your contacts
4. Send a confirmation: "You've been unsubscribed. Reply START to re-subscribe."

AIsoule tracks marketing opt-outs automatically from Meta's webhook.

Warming up a new number

If you just connected a new WhatsApp number:

1. Day 1-3 — Send to 50-100 contacts (people who know you)
2. Day 4-7 — Increase to 200-500 contacts
3. Week 2 — Scale to 1,000+ if quality stays green
4. Week 3+ — Continue scaling gradually

Never jump from 0 to 10,000 messages — this triggers spam detection.

What to do if restricted

If Meta restricts your account:

1. Stop all campaigns immediately
2. Check your quality rating in Meta Business Suite
3. Review recent campaigns — identify which caused blocks
4. Wait for the restriction period to end (usually 24-72 hours)
5. Resume with smaller, more targeted campaigns
6. Consider using a different template with better content

Monitoring checklist

Run this check weekly:

• Quality rating is Green
• Block rate is below 2%
• Report rate is below 0.1%
• Opt-out requests are being honored
• Templates are still approved
• Messaging limit hasn't decreased