Sender Health — keep your WhatsApp number trusted

Your number's score — what it is made of

Every morning your number gets a score out of 100 and a band. The Sender Health card shows the score, the band, today's offers against the day's limit, and the reasons behind the score — the good ones and the ones to fix. The score is worked out from what really happened to your messages in the last 30 days:

• Meta's quality rating for your number — low quality (people blocking or reporting you) costs the most.
• Offers to numbers not on WhatsApp — many of them is the sign of a list nobody gave you. (A customer who typed a wrong number for an order update does not count against you.)
• People who asked you to stop, and people who wrote back within a day (that counts in your favour).
• Layouts Meta stopped, broadcasts that were not approved in review, offers to people who don't know you, and offers sent between 9 pm and 9 am.

The four bands — and how many people an offer can reach

• New — your number's first week, counted from its first delivered message. Offers (and first messages) reach at most 50 people a day.
• Building — after the first week, offers reach at most 250 people a day.
• Trusted — once your number is at least two weeks old, has a score of 70 or more and delivered at least 50 messages in the last 30 days. No daily limit of ours on offers.
• At risk — a score under 40, or Meta rating your number's quality low. Offers wait until your number's health improves (the score is worked out every morning); your updates to customers still go.

Numbers connected before WhatsApp plans began are Founding Members: they are Trusted from day one and never get the New or Building limits — even when you move the number to another of your books. The safety checks still protect a Founding number — a big offer goes to a few people first, offers leave at most 60 a minute and too many STOP replies pause offers for 2 days — because they keep the number safe; they never limit how many people it reaches. The day's count starts again at midnight, India time, and it is one count for your number: broadcasts, the offer steps of your sequences, automatic offers (cart reminders, price drops, review requests, and the messages your CRM sends by itself on an offer layout) and first messages all count, from every book — and every account — that sends from the number. When an offer is bigger than what is left today, it is not sent at all — the form says how many more people can get one today and from which day the limit goes up, so you can pick fewer people or send to the rest tomorrow. If two offers go out at the same moment, whatever does not fit in today's places waits and goes by itself at 9 am the next day.

Offers go only to people who know you

With Sender Health on, an offer (a marketing layout) goes only to people your own records link to your business:

• they bought or booked with you, or have a bill in your CRM;
• they ticked yes for offers — at your checkout, at the counter, at a booking or in their account on your website;
• they said YES to your first message, or wrote START after a STOP;
• they enquired with you — a form on your website, a marketplace lead;
• they wrote to your WhatsApp number in the last 6 months (a chat from longer ago is not enough any more).

Someone who is only in your records — a contact you imported (and said where the numbers came from) or wrote a note on, or a customer of your website with no order yet — can get your first message, never an offer. A number with no record with you gets nothing, not even a first message, and someone whose only link is older than 6 months (an old chat) gets neither an offer nor the first message. Before you send, the form says it in one line, for example “132 know you · 48 don't”, and the Safety check says why in counts, for example “120 wrote to you in the last 6 months · 12 bought or booked” and “48 people have no record with you” — never a number of theirs. People who asked you or WhatsApp to stop your offers, and anyone who got an offer from you in the last 7 days, are left out too. If you use Ask before sending offers in your CRM, a customer also needs a yes on record — a ticked box at your checkout, or a YES to your first message — and the form says how many don't have one yet.

The first message — one polite question, once

To reach people you have a record of who have not bought, booked or written to you yet, send your first message: the library layout First message — asks if they want your offers (Templates → Start from a ready template). It says “Hello! Reply YES for offers from your business on WhatsApp. If you'd rather not, there is nothing to do — you won't get another message like this.”, with YES and No, thanks buttons.

Who it can go to. Meta makes the business responsible for asking first, so we only ask people you already know: a contact you imported and said where the numbers came from, a contact you wrote a note on, or a customer of your website. A number with no record with you gets nothing — the form says how many.

• Each person gets it once, ever, from your number — whichever of your books sends it. People who already know you, and anyone who got it before, are left out (the form shows both counts).
• A person who told two businesses here to stop their messages does not get it either. When your first message could go to 20 people or more, the form says how many of them did; for fewer, it says only that such people are left out — never who.
• Its first value is always your business's name — from your business profile, else your WhatsApp display name — so people know who is asking.
• Keep it exactly as the library makes it — its words and its two buttons, with no picture, heading, footer or link — and keep it a Utility layout: if Meta files it as Marketing, it is an offer and cannot go to people who don't know you.
• A YES counts only when the person taps YES on that message, or replies to it (WhatsApp shows the message they answer). “Ok” or a yes in another chat is just a message.
• Say where the numbers came from. A list someone else gave you (bought, shared or downloaded) cannot be sent. A first message to more than 50 people — or from a number Meta flagged recently — waits for a quick review first.
• It counts in the day's limit like an offer, and follows the same 9 am – 9 pm window.

Offers go out between 9 am and 9 pm

Offers and first messages go out only between 9 am and 9 pm, India time. An offer you make at night becomes a scheduled broadcast for 9 am the next morning, and the form says so before you send. Offer steps of a follow-up sequence wait for 9 am too. Updates about orders, bookings and payments go any time. What counts is the layout: a message on a layout Meta files as marketing is an offer wherever it is sent from — an order update written as a promotion too.

Why people report a business — and how each reason is stopped

People press Block or Report for a handful of reasons. Each one has its own guard, and every guard works on offers only — updates about orders, bookings, payments and deliveries, your replies in the inbox and STOP answers are never held by any of this:

• “I don't know this business” — offers go only to people your records link to you (above).
• “Too many messages” — one offer a week from you to each person, and at most 3 in 30 days. Across every business that sends offers here, a person gets at most 3 offers a day; yours waits for tomorrow at 9 am instead.
• “I can't make it stop” — every offer carries a stop line in its own language, and one STOP reply (or WhatsApp's own stop button) stops your offers to that person at once.
• “At night?” — offers go out only between 9 am and 9 pm.
• “This looks like spam” — the check before you send, and Asha's look at your words.
• People who stopped reading — after 3 offers delivered and never read, a person is left out of the next one.
• A list someone else gave you — an import of many new numbers asks where they came from, and a file full of wrong numbers is not brought in.
• One big blast — a big offer goes to a few people first, and pauses itself if they stop it.

The stop line — in every offer, in its own language

Every offer layout must tell people how to stop it. When you write a new offer in Templates, the footer gets the line in the layout's language — for example “Reply STOP to stop these messages” or “रोकने के लिए STOP लिखें” — and it follows the language if you change it. A Stop promotionsquick-reply button counts too. Words count only as an instruction (“Reply STOP”) — the word STOP somewhere else in the message is not one. An offer layout without one is not sent: the form says so in one sentence and shows the line to add. Nothing goes by itself on such a layout either — a Customer message waits under To send for one tap, a sequence skips that step, and an automation's message is noted on the customer's page instead. Whoever replies STOP — or taps WhatsApp's own “stop offers” — is left out of your offers, your sequences and your automatic offers from then on.

A big offer goes to a few people first

An offer to more than 40 people goes to 5 of every 100 first (at least 20, at most 200). The rest wait 45 minutes while we watch what those first people do. If fewer than 1 in 100 asked to stop, fewer than 5 in 100 messages failed and Meta did not rate your number low, the rest goes by itself. If not, the offer pauses itself — the card says what happened (“Paused — 2 of the first 20 people asked you to stop”), nobody else gets it, and you can resume it after 24 hours — then the rest starts again with 5 of every 100 first and a new 45-minute watch — or cancel it and send it to fewer people who know you well. Offers leave at most 60 a minute, however many times the offer is resumed, so a long list never arrives as one burst.

Three offers a day, across every business

A person can be a customer of many businesses that send offers here. To keep them from feeling flooded, each person gets at most 3 offers a day from all of them together — broadcasts, the offer steps of sequences, automatic offers (cart reminders, price drops, review requests) and the messages your CRM sends by itself on an offer layout (the weekly hello, renewal offers, wishes) all count. When someone on your list already had their 3 today, your broadcast waits for tomorrow at 9 am — for a list of 20 people or more the Safety check says how many wait, for a smaller one only that a few may wait, and never who or from whom; if their day is still full on the third day, it is not sent to them at all. A sequence step or an automatic offer waits for their next day. When WhatsApp itself says a person already has enough offers today, no business here sends them another one until midnight. Nobody — not you, not another business — ever sees anyone else's numbers: the count is kept without them.

People who don't read, and numbers that are not on WhatsApp

• Did not read your last 3 offers (delivered, never opened for a week) — left out of the next offer, which keeps your number healthy. You can keep them anyway with one tap and a few words on why (a regular customer who switched blue ticks off, for example).
• Not on WhatsApp twice in 90 days — left out of your offers; there is nobody there to read them.
• 3 offers from you in the last 30 days — left out until the oldest one is a month old.

Asha's look at your words

Before an offer goes, Asha reads its layout the way a person would and adds a short note when something could make people report it — an unclear sender, a missing stop line, words that read like an offer in an update layout. When she has a better way to say it, she shows it under Try this wording: in Templates one tap puts it into the layout you are writing; on the broadcast form you can copy it into a new layout (Meta approves new words first). Nothing changes by itself. Her notes can make the meter go up; they never stop a send, and the rules above decide. Her look costs you nothing. In Templates, Check with Asha asks her about a layout you are still writing.

How people reacted — and the 2-day pause

Once an offer goes out, its card shows how people reacted: delivered, read, replied, asked to stop, failed, and held back by WhatsApp. From an hour after it starts, for as long as it is going out and for an hour after the last message, once 20 or more have gone: when 1 in 100 people asked to stop or 5 in 100 messages failed, your number's offers pause for 2 days — the same rule as a big offer's first part, applied to every offer. An offer you resume after a pause is judged again from the resume. Updates keep going.

The Safety tab

The Safety tab of your WhatsApp page shows this week of your offers in one page: sent, delivered, read, asked to stop, failed, held back by WhatsApp, waiting for a review, and changed after Asha's note; the people left out and why; the rules in plain words; and what changed this week (a pause, a hold, an offer that paused itself). It only reads — nothing on it sends or changes anything.

What one report costs you

The check before you send — and how the person sees it

The broadcast form reads your message the way the person will — Meta's words for the layout with your values filled in — and shows it on a phone screen with what WhatsApp shows above a message from a business the person has not saved: Block, Report and Not interested. A meter under it says how likely people are to report it. Each problem it finds comes with one sentence and the fix:

If you are sure the message is right, tick Send it for a review anyway: an offer then waits for a quick review before it goes — and it still counts in the day's limit. Three offers sent for a review anyway in 30 days put your offers on hold, so fix the words when you can. A layout Meta approved as an update (Utility) is never stopped by this check — you only see the advice.

The three promises

Before your first offer — and before you connect with Facebook — the hub shows three short promises with a 40-second picture story: they know you, they can say stop, and it stops, and nobody wants to report me (no offers at night, one a week to each person). Tapping I promise is your agreement; the time and the device are kept with it. Only the owner of the business makes them, on their own login — a team member sees the promises with “ask the owner”, and offers wait until the owner has made them. Updates to customers never wait for the promises. When a rule trips on your number (a low rating, a review or a hold), the promises are asked again before your next offer.

Pauses, reviews and holds — what trips them and when they lift

• Meta rates your number's quality low — we read Meta's rating every morning and whenever you open your WhatsApp page, and Meta can also tell us at once. Offers pause for 2 days, at once. While the rating stays low, offers keep waiting, and it counts as one low rating however many days it lasts — until the rating is back to green or yellow. A rating that drops again within a day of the first counts once too.
• Too many people stop an offer, or it fails too often (1 in 100 asked to stop, or 5 in 100 failed, once 20 have gone) — offers pause for 2 days.
• A big offer's first messages drew STOP replies or failures — that offer pauses itself; resume it after 24 hours, or cancel it and send it to fewer people.
• A second low rating within 30 days — for the next 30 days every broadcast offer, also one you made before, waits for a quick review before it goes, and automatic offers wait.
• Three low ratings in 30 days — or three offers sent for a review anyway after the check flagged them — put your offers on hold. We look at how the number has been used and lift the hold when it is safe; you get a notification. The two pauses that come from STOP replies and failures never count toward a hold.

WhatsApp sometimes holds back an offer to a person who already got many offers that day, from any business — that is about the person, not your number, so it never pauses or holds anything here. A pause or a hold stops every kind of offer: broadcasts, the offer steps of your sequences, automatic offers (cart reminders, price drops, review requests) and the messages your CRM sends by itself on an offer layout — they go again once it lifts. It belongs to your number: moving the number to another book, or connecting it from another account, does not lift it. A broadcast that was sending when a pause or hold started stops by itself and says why; Resume works again once the pause ends or the hold is lifted. Through all of it, your inbox and your updates about orders, bookings and payments keep working.

Your report for last month

In the first days of each month the Overview shows Your report for the month before — messages delivered, people who replied, people who asked to stop, your band, and how many messages were sent for a review after the check flagged them — and you get a notification with the same numbers.

Shops: ask for WhatsApp offers at checkout

On an e-commerce website, Settings has Ask shoppers at checkout if they want offers on WhatsApp (shown once Sender Health is switched on for your account). When it is on, your checkout shows an unticked box under the shopper's details: “Send me offers on WhatsApp too — updates about this order come anyway”. A shopper who ticks it while signed in to your website counts as having agreed to your offers — in your CRM, when you use Ask before sending offers. Leaving it unticked changes nothing; their order updates still go.