Temporary pause of active dispatches to protect WhatsApp account integrity

Index:

1. What is the temporary pause, and what is it for?
2. How does the temporary pause work?
3. Risks of continuing to send messages with a flagged number
4. How to monitor number health on WhatsApp

What is the temporary pause, and what is it for?

Through Blip's Active Messages tool, you can create campaigns and proactively communicate with your contacts on WhatsApp.

Related |How to send Active Messages on WhatsApp

Meta daily monitors the health of the number and the WhatsApp account (WABA) to protect users from unwanted messages. This analysis considers blocks, reports, and negative interactions, and can flag the number when quality drops. Upon entering the risk zone, the account may suffer sending restrictions, and in severe cases, definitive blocking or banning — with loss of the number and the channel.

Monitoring Meta's alerts and tracking the quality of the number and templates helps identify causes of dissatisfaction and act preventively to protect the account's reputation. As these notices are sent only to people registered in Business Manager, maintaining a routine of verification and communication between teams is essential to ensure the continuity of operations on WhatsApp.

When the number is flagged, a temporary pause of active dispatches is an essential preventive measure. This prevents the accumulation of negative interactions, reduces the risk of status aggravation, and creates space for reviewing the communication strategy.

The temporary pause of active dispatches in the Portal is, therefore, a temporary contingency action automatically executed by the Blip platform when a risk of banning our clients' accounts is identified.

The objective is to help preserve the WABA and minimize business losses, since Meta does not guarantee account reactivation after blocking, even with appeals and support requests.

With the temporary pause, we also establish a shared alert flow with the operations team linked to your chatbot, and not only to the company's Business Manager.

Why pause active dispatches when the number is flagged?

Although Meta does not disclose all the exact criteria that lead to blocking or banning, it is evident that keeping dispatches active in this condition increases the risk and compromises account integrity.

The preventive pause of dispatches helps avoid the accumulation of negative interactions, allowing time to:

• Analyze the causes of dissatisfaction;
• Review the templates used (messaging policy);
• Adjust the communication strategy to improve the end-user experience.

According to Meta itself, the number's reputation can improve over time if quality indicators stabilize or rise to "High" or "Medium" levels.

Once quality is recovered, the number leaves the risk zone and can return to normal operation following this monitoring routine and application of good practices.

How does the temporary pause work?

When navigating your chatbot and accessing the Growth area, you will find your account's Number Reputation information in the Active Messages tab.

According to Meta's criteria, the number will display one of the following classifications:

• High: Excellent reputation. Your messages are being well received and user satisfaction is high.
• Medium: Reputation on alert. There are indications that user satisfaction is decreasing. It is a good time to review your communication strategies.
• Low: Critical reputation. Your sending quality is compromised, with a high risk of banning. Urgent actions are needed to reverse the situation.

If your number drops to Low quality, indicating that users are sending a high volume of negative feedback on WhatsApp, an alert banner will be displayed on the platform:

Upon seeing this first flag, we recommend that your strategy be immediately reviewed and adapted to Meta's policies. Implement improvements in your base and review your message templates to avoid re-engaging in negative practices that affect account status.

If the number's health does not improve and the account is flagged by Meta, the platform will automatically temporarily pause the sending of active messages to preserve your WABA and your number.

An automatic email will be sent to notify your chatbot administrators and a banner will also be displayed on the Active Messages screen.

When you identify the Temporary Pause warning, re-read the available materials on the subject and ask for support from Blip's Customer Success team to assimilate good practices. Reviewing the strategy for resuming dispatches will help increase your number's health.

The active message sending selection button for the WhatsApp channel will also be disabled during this action.

The intervention will be automatically undone when the account again reaches the quality parameters defined by Meta and leaves the risk zone. With the improvement in reputation, the button will be re-enabled for resuming campaign dispatches.

The temporary pause of active message sending in the Portal will be triggered every time your number presents a risk of banning.

Risks of continuing to send messages with a flagged number

Maintaining active message sending with a low-quality and flagged number by Meta brings significant risks both for operations and for the channel's reputation on WhatsApp.

By continuing with a flagged account, your company is subject to:

• Aggravation of quality drop – Continuing to send messages in this scenario can increase blocks, reports, and negative reactions, accelerating the deterioration of the number and account status.
• More severe restrictions – Meta may drastically reduce the active message limit or temporarily suspend sending to all recipients.
• Definitive blocking or banning – In more critical cases, the number may be irreversibly banned, making it impossible to resume use of the channel.
• Loss of conversation history – If the number is banned, all interaction history on WhatsApp is lost.
• Impact on operations and revenue – With the number suspended or banned, the company loses a communication and service channel, affecting campaigns, support, and sales.

We emphasize that the temporary pause helps interrupt the cycle that harms account reputation, increasing the chances of number health recovery and continuity of WhatsApp operations in compliance with Meta's guidelines.

If you decide to proceed with dispatches even in the face of all risks, a term of responsibility for opt-out of the temporary pause is available in the pause banner.

Upon clicking the button to sign the term, a modal will be displayed with a list of possible problems and recommended preventive actions. Read the terms carefully before proceeding, as this information is essential to prevent your number from suffering additional impacts.

Upon signing the term, the platform will automatically re-enable your dispatches within 24 hours.

We reinforce that adopting the temporary pause during the flagging period is a strategy to protect reputation and recover number health. Insisting on maintaining dispatches in this scenario can irreversibly compromise the channel, drastically reducing the chances of operations being re-established.

Contact your Blip focal points for more information.

How to monitor number reputation on the platform

Continuously monitoring number quality is essential to protect the health and longevity of the WhatsApp channel. This monitoring allows for strategic adjustments that keep the number's reputation high, protecting communication with your customers and ensuring the continuity of operations.

Access the article Monitor your WABA Number Health for more details.