Do missed business-initiated calls affect business quality?

No. But if 4 consecutive business-initiated calls are missed/rejected, permission is revoked (user can re-enable).

System Consequences:

The primary consequence of failed connection attempts is a system-level restriction:

• Revocation Limit: If a business places four consecutive Business-Initiated Calls to the same user and all four are either unanswered or rejected, Meta's system will automatically revoke the user's call permission.
• Action Required: After revocation, your business cannot place another call to that user until the user explicitly sends a message or interacts in a way that allows you to request consent again. The user can also manually re-enable permission.

Indirect Quality Risk:

While a missed call doesn't immediately lower your score, it signals a poor experience. If your business consistently places calls that are irrelevant or unexpected:

1. The user is highly likely to subsequently Report or Block your number, which does severely damage your Quality Rating.
2. The goal of the feature is a successful connection. Repeatedly failing to connect indicates poor targeting or timing, which can lead to negative user sentiment that eventually manifests as negative feedback.

Best Practice: Use webhook feedback to track failed connection attempts and adjust your calling strategy to avoid hitting the four-call limit and preserve your user's permission.