How does calling impact WABA quality?

The Quality Rating of your WABA is primarily based on negative user feedback stemming from both messaging and calling activities.

Mechanism of Impact:

1. Negative Feedback: When a business-initiated call is made, any subsequent action by the user that indicates dissatisfaction will lower your rating. The key negative actions are:
   • Blocking your business.
   • Reporting your business as spam or abuse.
   • Declining/Revoking call permission after the call.
2. Rate of Feedback: The more frequently these negative actions occur relative to the volume of calls and messages you send, the faster your Quality Rating will drop.

Current Status of Quality Limits:

• No Current Hard Limits: As of now, Meta does not enforce explicit call limits (e.g., maximum calls per day) that are directly tied to your WABA's Quality Tier (High, Medium, Low).
• Future Potential: Although there are no current hard limits, Meta reserves the right to temporarily or permanently revoke your access to the Calling API feature if your Quality Rating remains Low for a sustained period, indicating a poor user experience.

Best Practice:

To maintain a high Quality Rating, ensure every Business-Initiated Call is anticipated, relevant, and based on explicit, recent consent.