Introducing: Template Quality Visibility for WhatsApp
Audience: Meritto clients under Embedded WABA (Direct WABA) Integration
You can now view the quality rating of your WhatsApp Business templates directly inside Meritto—no more toggling between Meta Business Manager and your CRM.
This is part of our continued integration as a Meta Tech Partner under the Embedded Sign-up model.
What’s New?
Meta assigns a quality score to every approved template based on how customers engage with those messages over the last 24 hours. This score reflects the health and effectiveness of your communication.
Where You’ll See This?
On the Communication Template Page
Navigate to Side Menu → Search for “Communication Templates”
For each WhatsApp Business template created under the Embedded WABA model, you’ll now see a "Quality" column with values:
While Sending WhatsApp Campaigns
Whether you're using Lead Manager or Application Manager, when selecting a WhatsApp template to communicate, you’ll see the Template Quality badge beside each template in the dropdown.
Quality Ratings: What They Mean?
Quality Rating | What it Means | Meta Color |
High | Customers are engaging well with the template | Green |
Medium | Slight decrease in engagement | Yellow |
Low | Poor engagement, template at risk | Red |
Pending | Template yet to be assigned a quality | Gray |
⚠️ Important*:*
- If a template drops to Low Quality, and your engagement still remains low, then this earlier “approved” template can be “rejected” ****by Meta.
- Please note, the quality of the templates shall be directly fetched from Meta and Meritto has no control over the “quality” of your template.
Who Can Access This Feature?
Why Does It Matters?
- Actionable Visibility: Know which templates are risky before sending campaigns
- Better Engagement: Use only high-performing templates to reduce opt-outs and increase delivery
- Campaign Guardrails: Avoid disabled templates or last-minute rejections during high-stakes outreach
Next Steps for Users?
- Audit your existing WhatsApp templates for low-performing ones
- Replace low/flagged templates with updated, personalized content
- Monitor quality regularly via the Communication Template dashboard
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