Successful WhatsApp for business sends rely on maintaining good sender reputation. WhatsApp may disable accounts if they determine that the account does not meet their policy guidelines. 

Below are some best practice tips for maintaining good sender reputation and spotting potential issues early before they cause an issue like a block on your WhatsApp for business account.

Regular best practice to maintain good sender reputation:  


  • Be mindful of your send limit - this is initially set at 1,000 and rises as your sender reputation builds but it can go up and down at any time, for example, after a period of not using WhatsApp, it will likely drop back from 100,000 to 1,000. If you haven't used WhatsApp for some time, your send limit may have reduced to the baseline of 1,000 messages per day. If you have not sent a WhatsApp in a while, contact your account manager or support@yourmovement.org to find out what send limit you have. If the limit is lower than you need, you'll need to build your send limit up again from your initial starting point using test and small, targeted sends - follow this guidance for more information on how to do this.

  • Make sure your WhatsApp for business profile is up to date with relevant information - this includes your logo, name, about information and any links, which make up your WhatsApp profile, which supporters view in WhatsApp. Adding clear and relevant information here will help to ensure supporters know who you are. You can update your profile at any time by contacting your account manager: support@yourmovement.org 
  • Think about when supporters might want to hear from you - send messages when they are most likely to be opened, there are no hard and fast rules but early evening is usually a good time. You can schedule your WhatsApp sends within Movement and set parameters for any Automations so journeys run between certain times, to avoid messages landing in the middle of the night.

  • Monitor engagement levels - check in after sends to see how supporters have responded. If less people than usual have engaged or more people have unsubscribed, think about how you can improve the content to bring up engagement the next time you have a similar send, or consider if WhatsApp is the right channel for these types of messages. If you see a send has done particularly well, see if you can send it to more people, and apply the lessons to future sends.

  • A/B test content - The surest way to get the best performing content out to your list is use a/b testing in Movement to test different content and send the winner out to the majority of your supporters each time. You can also opt not to send wider and content that performs poorly in tests.

  • Check what Automations you have running - make sure any that are out of date are turned off and ensure your most engaging asks are included in your welcome journey.

  • Always check you're sending to people who have subscribed and are expecting to receive messages from you - proactively manage your WhatsApp list and use exclusion filters when building audiences if necessary. For example, you might want to only message people who opened or responded to a previous message or who have been through an Automation.


What you must do if you've experienced issues: 

The following can also help maintain good sender reputation but if you've experienced issues, these are necessary to build your reputation back up:

  1. Run small test sends with yourself and some team members before sending wider to supporters. Make sure everyone opens and engages with the message as expected. This allows you to check the message is landing as expected, helps to build good sender reputation back but also potentially alerts you to any continued issues on a small scale before going out wider.

  2. Send to your most engaged supporters - There are filters within Movement which allow you to send to more engaged supporters, or you can use past activity data to build an engaged audience. Start with only sending to these targeted audiences and getting positive engagement before sending to those who are less engaged. Once you have 2-3 sends with high engagement rates and low spam blocks or unsubs, you can start sending to general audiences. Do not do sends to less engaged groups on their own as these will harm your sender reputation. 

  3. Make your first sends action focused. You are trying to improve your reputation with Meta, this means less spam blocks or unsubs but also more positive engagement. If you don't have an action, survey or reason to reply in your first sends, there's nothing to show Meta that send is wanted by recipients - give your most engaged supporters a really clear call to action that results in a click, reply or survey response.



If you're unsure about the status of your sender reputation, please reach out to your account manager: support@yourmovement.org - they'll be able to help investigate things with you and discuss specific ways in which you might improve your reputation and mitigate any issues.