As of 1 April 2024, the quality rating of Marketing message templates will be influenced by template read rates, in addition to the number of blocked and reported messages.

A low read rate (and/or a high number of blocks and reports) will lead to a drop in template quality scores. Meta does not explicitly provide specific thresholds or percentages of when a read rate is considered low, and how many blocks/reported messages will lead to a drop in template quality. However, Meta has indicated that from an industry standard perspective, a marketing template read rate of between 65% and 80% is satisfactory.

Read rate trends over time will be taken into account rather than relying on immediate response times, allowing for a reasonable (although not explicitly defined) time to pass from the sending of a marketing template before the read rate is taken into account for a quality score.

 Find out more:

• Where can I view my marketing template read rates?

• How do I improve the read rates of my marketing message templates?

• About your WhatsApp Business Message Template's Quality Rating