WhatsApp rules and quality rating
The 24-hour window, template requirement, client opt-in, quality rating and messaging limits — what you need to keep your number safe.
4 min read
The rules of the WhatsApp Business API are set by Meta and are the same for every business. The assistant and the automations both work within them. A team that knows the rules reaches clients on time and keeps the risk of the number being restricted to a minimum.
The 24-hour customer service window
Every time a client writes to you, a 24-hour window opens. Within it you can send free text, photos, floor plans, listing links and templates; the assistant's written replies work within this window too. Once it closes, you can only send approved templates.
| Situation | What you can send |
|---|---|
| The client wrote in the last 24 hours | Anything: free text, files, templates |
| More than 24 hours since their last message | Approved templates only |
| You're messaging them first (e.g. a form lead) | Approved templates only |
| The client wrote via your "Send WhatsApp message" ad on Facebook/Instagram | A longer free window (72 hours) |
As soon as the client replies to your template, the window reopens. To prepare templates: WhatsApp templates.
Tip
When the assistant sends a listing link on WhatsApp during a call, the client often replies — which opens the window. Send your post-viewing follow-up before it closes.
Client opt-in
Meta requires that a client agrees to receive WhatsApp messages before a business sends the first message. In Turkey, İYS rules also apply to commercial electronic messages.
- Ask for contact details clearly on your forms.
- Use two separate consents: one box confirming they've read the KVKK privacy notice, and one agreeing to receive commercial messages by phone/WhatsApp. Don't pre-tick boxes.
- If the client wrote to you on WhatsApp first, you don't need separate consent to reply within that conversation.
- If a client says "don't message me", record it (
do-not-calltag) and stop sending marketing messages. See İYS and KVKK.
Quality rating
Meta measures your number's quality based on recent feedback from recipients (blocks, reports, how your templates are received):
| Rating | Meaning |
|---|---|
| High (green) | All good. |
| Medium (amber) | Negative feedback is rising. Review what you send. |
| Low (red) | Serious risk. Templates may be paused, limit increases stop, and the number may be restricted. |
- Check the quality rating weekly on Settings → WhatsApp. If it drops to Low, stop bulk sends immediately and message your consultant.
Messaging limits
Meta limits how many different people you can reach in 24 hours outside the window (with templates). The limit is shared by all numbers in your Meta Business portfolio. A new portfolio starts with a low limit; it rises once you complete business verification or reach enough people with good-quality templates. Further increases come automatically with good quality and regular use of your current limit. Your current limit is shown on the number card.
Meta may also cap how many marketing messages one person can receive in a short time across all businesses; some of your marketing templates may then not be delivered. That isn't a problem with your number.
Pricing (general information)
Meta charges for WhatsApp per message, based on the recipient's country:
- Marketing templates are charged.
- Utility templates are free when sent within the 24-hour window, and charged outside it.
- Authentication templates are charged.
- Free-text replies within the window are free.
Prices are updated by Meta. For how WhatsApp charges appear on your account, see Billing or ask your consultant.
What puts your number at risk
- Bulk messaging people who haven't opted in, bought lists, or contacts from years ago.
- Sending one person lots of marketing messages in a short time.
- Irrelevant content: sending a sales launch to someone looking to rent.
- Misleading prices or promises such as "guaranteed returns" or "guaranteed price rise".
- Using an unofficial tool on the same number as the official API.
Good practice
- Keep the first message personal: use their name and mention which listing or form they came from.
- Send bulk messages to small, relevant groups — e.g. only buyers looking for a 3-bed in Kadıköy. See Smart lists.
- Keep marketing messages infrequent and offer a way out in each one ("Reply STOP to opt out").
- Reply quickly when a client writes; the assistant replies at night and at weekends too.
- Check your quality rating regularly.
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