WhatsApp Template Message Feedback Buttons (Thumbs Up/Down)

David Updated by David

What are the thumbs up/down buttons on WhatsApp business messages?

When recipients receive template messages from businesses, WhatsApp may display thumbs up and thumbs down icons beneath the message. These buttons allow users to provide feedback about the quality and relevance of the message they received.

Can I see how recipients rate my messages?

No. This feedback is sent directly to Meta and is not shared with businesses through the WhatsApp Business API. You will not receive any webhook notifications or data about individual thumbs up or thumbs down responses.

What does Meta do with this feedback?

Meta uses this feedback as one of several signals to determine your template's quality rating. Since WhatsApp messages are end-to-end encrypted and Meta cannot see message content, they rely on user feedback signals to assess message quality.

Other signals that affect your template quality rating include:

  • Block rates
  • Spam reports
  • Read rates (for marketing templates)
  • Overall user engagement

What webhook data do I receive about template quality?

While you don't receive individual user feedback, the WhatsApp Business API provides these template-related webhook notifications:

Webhook Field

What It Tells You

message_template_status_update

When a template's status changes (e.g., approved, paused, disabled, rejected)

message_template_quality_update

When a template's quality rating changes (High → Medium → Low)

message_template_components_update

When template components are modified

template_category_update

When a template's category changes

How do quality ratings affect my templates?

For more details on quality ratings affecting your templates please refer to our other articles below:

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