Maintain Account Health

Why This Matters

Strong account health protects your sending capacity and delivery reliability. Weak health increases risk of:

• User blocks and reports
• Template rejections
• Reduced messaging limits
• Temporary or permanent account restrictions

Core Health Pillars

1. Ownership and access hygiene
2. Phone-number quality hygiene
3. Template quality hygiene
4. Opt-out governance
5. Continuous monitoring and fast remediation

Ownership and Access Hygiene

Recommended controls:

• Ensure the WABA is owned by the legal business operating the messaging.
• Limit Meta Business Portfolio access to relevant team members only.
• Remove stale users and unused system-user permissions.
• Enforce least-privilege access for operational roles.

Misaligned ownership or broad access can create compliance and security risk and lead to enforcement actions.

Phone-Number Quality

Number-level quality directly influences messaging limits and upgrade eligibility.

Operational rules:

• Keep display names aligned with the sending brand.
• Monitor quality_rating and health states daily.
• Reduce campaign volume immediately when quality drops.
• Avoid sudden volume spikes on newly active numbers.

Template Quality and Approval

Templates should be expected, timely, and relevant for opted-in recipients.

Common rejection and quality issues:

• Vague or low-context content
• Wrong template category
• Poor parameter formatting
• Language mismatch
• Overly promotional tone without clear value

Template Authoring Checklist

• Use descriptive template names (business meaning, not generic labels).
• Keep syntax clean ({{1}}, {{2}}, etc.).
• Choose the right category (MARKETING, UTILITY, AUTHENTICATION).
• Keep language and audience matching precise.
• Use A/B variants to improve quality over time.

For template structure details, see Template Elements.

Opt-Out Governance

Opt-out handling is one of the strongest health-protection controls.

Best practices:

• Process opt-out requests immediately across all connected sending numbers.
• Store consent and opt-out events with timestamp, source, and category.
• Confirm the opt-out and provide a clear opt-back-in path.
• Offer opt-out controls especially:
  • In first campaign touchpoints
  • After long inactivity windows
  • When messaging inactive audiences

Opt-out tracking and enforcement are your responsibility at the application level.

Monitor and Act Fast

Monitor both real-time events and periodic snapshots.

Primary signals:

• phone_number_quality_update — quality rating changes
• message_template_status_update — template approval/rejection
• Health checks from phone-number fields (health_status, quality_rating)
• Campaign block/report trends

See Webhook Events and Health Monitoring for implementation details.

Quality Lifecycle

Sustained improvement over several days is typically required before quality state recovers.

Incident Playbook

When quality degrades or alerts appear:

1. Pause or throttle high-risk campaigns.
2. Prioritize utility and authentication traffic.
3. Remove low-performing templates from active rotation.
4. Tighten audience criteria to recently engaged or opted-in users.
5. Audit opt-out execution for all channels and numbers.
6. Resume marketing gradually after quality stabilizes.

Conversation Flow Optimization

Health is strongly influenced by user experience quality.

Track:

• First response time
• Conversation drop-off points
• Repeated loops in bot/flow logic
• Completion and conversion metrics

Continuous optimization:

• Test variants of wording and step order
• Simplify long flows
• Improve handoff to human support when needed

See Messaging Best Practices for pre-send guidelines.

Dualhook surfaces management events and health-related telemetry for monitoring workflows. Use Dualhook monitoring together with Meta account surfaces for full visibility. Message content routes directly from Meta to your webhook endpoint via Webhook Override.