Quality rating and messaging limits: the dial you cannot see

Meta scores every Business Platform number green, yellow or red on recent recipient feedback, and that score drives your messaging limit - how many people you may start conversations with in a rolling 24 hours. Both move on their own, and neither is negotiable.

What moves the rating

Blocks and reports, weighted by how recent they are, and the reasons recipients pick when reporting. It is a rolling window, which has two consequences people find counter-intuitive:

• A bad campaign fades. Stop, and the rating recovers without you doing anything.
• Good history does not protect you. Two years of clean sending does not offset yesterday, because yesterday is what is in the window.

The tiers

Limits are tiered - a new number starts low, and clearing a threshold of quality traffic moves you up a step. The mechanism rewards steady growth and punishes a standing start, which is another way of saying: do not register a number on Monday and try to message ten thousand people on Tuesday.

What a flagged status means

Flagged is the state between fine and restricted: your quality dropped, Meta is watching, and if it does not recover your limit falls. It is not a punishment yet, it is a warning - and it is the only warning you get.

What to do, in order:

1. Stop the campaign. Not slow it - stop it. Identify which template or segment produced the feedback.
2. Do not switch numbers. The same content from a fresh number produces the same feedback from a number with no history to absorb it.
3. Keep answering. Service conversations are healthy traffic and do not stop being so because a marketing send went badly.
4. Wait. Recovery is measured in days, not hours, and there is no appeal for a rating.

The Web rail's version of the same thing

There is no published rating on the Web protocol, which is worse rather than better: the same feedback drives the same enforcement, you just cannot see the dial. What actually gets a number blocked applies to both rails.