How to recover and stay healthy
- Find the reason. Check the error code on the failed message and your number's rating in the Account quality tile on the Lead Pattern Home dashboard (or in Meta Business settings).
- For policy blocks (368, 131031) review Meta's Policy Enforcement guidance and fix the flagged violation.
- For spam limits (471, 131048) stop the campaign that caused it, then improve your messaging before sending again.
- For payment issues (131042) settle any outstanding dues or update the payment method.
What drives quality down
- Blocks and reports — the strongest negative signals.
- Irrelevant or unexpected messages to people who didn't opt in.
- Messaging the same people too often.
- Low-quality templates.
How to protect it
- Only start conversations with customers who expect to hear from you.
- Send useful, timely messages — not repeated promotions to the same audience.
- Reply inside the 24-hour window and use templates thoughtfully outside it.
- Treat yellow as an early warning and ease off before it turns red.
Messaging limits and quality rating, explained →
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