Why does WhatsApp treat my messages as spam?
WhatsApp mostly relies on how recipients react: blocks, reports, ignored messages. Writing without consent, repeating the same text or sending too fast raises the risk.
WhatsApp does not publish its exact criteria, but its rules and the way it works show what weighs most: what the people who receive your messages do.
What gets messages classed as spam
- People who block or report your number after your message.
- Messages sent to people who never agreed.
- The same text sent in bulk, with no personalisation.
- A sudden very high number of new recipients.
- Promotional messages presented as utility messages.
How to avoid it
- Only contact people who wrote to you or agreed to receive your messages.
- Adapt each message to the contact (first name, topic, status).
- Increase volume gradually.
- Always offer a simple way to opt out: a contact who writes STOP must no longer be contacted.
- Choose the right template category, honestly: utility or marketing.
In WhatzAI, STOP is handled automatically, campaigns have a speed and a daily cap on new recipients, and each message can be adapted to the contact's status.
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Updated 18 October 2026. Meta's rules change: if in doubt, check WhatsApp Business's official documentation.