How to identify it
In the campaign overview, you will see this alert at the top of the page:
In the Meta Business Suite, look up the campaign template using this path: WhatsApp Manager > Manage templates > (template name)
The template will show up as Paused, and sometimes Meta will show a specific reason.
Alternatively, the template may show as Active, but your overall quality rating will show a decrease to Medium or Low.
Why this happens?
In the vast majority of cases, it is because the recipients in the audience report the message as spam or block your business number after receiving the campaign. There has to be a high number of cases for Meta to become alerted and take action to prevent your templates from reaching more contacts.
When a user blocks your business, they can select a block reason:
-No longer needed
-Didn’t sign up
-Spam
-Offensive messages
-No reason
These block reasons indicate what you can do to improve low quality templates and mitigate the risk of future blocks to your phone number.
Additionally, if your quality rating drops to Low during the campaign for other reasons such as other campaigns running in parallel that get reported, the current campaign will be affected too.
How to prevent it?
There are a few things that you can do to minimize the risk of this occurring:
Ensure that all of your campaign templates show an easy way for contacts to unsubscribe. This can be achieved with a button “STOP” and/or a note in the footer that explains that if they type Stop, they will be removed from the list for future marketing messages. Your opt-out flow also needs to be configured and working well, so that it unsubscribes them successfully.
Only send your campaigns to contacts that have opted in. You can add an opt-in check filter while building the campaign and the segment.
Maintain High or at least Medium quality rating.
Your quality rating is a rating based on the recent messages that your customers have received over the past 7 days. This rating is determined by feedback from your customers like the reason they blocked your number and other reporting issues.
You can find the quality rating below the Phone numbers tab in your Meta WhatsApp Manager. The Quality rating column displays the quality states, including:
Green: High quality
Yellow: Medium quality
Red: Low quality
What you can do next for your currently affected campaign and template
1.Try to un-pause the template directly from the WhatsApp Manager
2.If the template looks correct with the option to opt-out and you are certain you have the correct audience in the campaign, you can create a direct ticket to Meta to appeal the decision to pause your template
3.If it's a campaign with a regular template, you may unpause it in the Campaign Overview.
If it's a campaign with a carousel template, create a brand new campaign with a new corrected template to reach the rest of your audience.