When a line connected through the WhatsApp API receives a ban or restriction inside Business Manager, the number may stop sending messages, lose the ability to start conversations, or become fully suspended. In these cases, the most important thing is to understand why this can happen and how to manage the situation to recover the line as quickly as possible.
Common reasons for suspension or restriction
Meta doesn’t always specify the exact cause, but these are frequent reasons that can lead to a sanction:
Using a template approved as “utility” or “service” to send clearly promotional messages.
Sending sensitive content or content belonging to restricted industries according to WhatsApp Business policies.
Messaging a cold contact base or people who do not recognize the business.
Being repetitive with follow-up messages, causing annoyance or a perception of spam among users.
First steps when detecting the ban
1) Check the status of the number in Business Manager
Go to:
Business Manager → WhatsApp Account → select the affected number
There you will see if any alerts, banners, or details of the restriction appear (for example, full suspension or limitations on starting conversations).
2) Check the status from the Darwin platform
In addition to Business Manager, you can also review events related to the ban directly from Darwin:
Menu → Channels → select the affected line → Manage → Events
In that section, you can review the event history for the number and verify whether Meta applied any state change, error, or restriction.
3) Identify what type of restriction applies
Sometimes the sanction affects only business-initiated messages, only specific templates, or blocks all sending activities. Understanding the scope (what you can and cannot send) helps assess the impact while you proceed with an appeal or support ticket to Meta.
How to appeal from Business Manager
If the “Appeal” button appears, you’ll find it directly inside Business Manager on the page of the affected number:
Business Manager → WhatsApp Account → select the line → a banner at the top usually displays the alert and the “Appeal” button or a link to support.
This button appears only when Meta allows the possibility to request a case review.
Once you select it:
1. Complete the form explaining why you believe the restriction is not justified.
2. Attach clear information about how the number is used (opt-ins, message examples, flows, purpose of the channel, etc.).
3. Clarify that you are willing to adjust any processes to fully comply with Meta’s policies.
If Meta does not detect a severe violation and the case is well-presented, they may reverse the restriction after reviewing it.
What to do if the appeal button doesn’t appear
If Meta doesn’t enable the option to appeal, you can still escalate the case by submitting a manual ticket.
Prepare the following information:
Business name
Business Manager ID
WhatsApp Account ID
Affected number (including country code)
Approximate date when the restriction started
Clear summary of how the channel is used and why the restoration is needed
Inside the ticket, explain:
What type of restriction appears.
What type of messages you send (specific examples help).
That you are open to adjusting processes to fully comply with the policies.
What to do after the restriction is lifted
If Meta accepts the appeal or responds to the ticket lifting the restriction, it’s important to understand that the number will likely be monitored more closely for a period of time. Nothing changes visually in the interface, but internally Meta keeps record of past sanctions.
This doesn’t mean you can’t send campaigns or follow-up messages, but it’s recommended to proceed with caution:
Avoid aggressive mass campaigns immediately after the reinstatement.
Limit the number of follow-up messages and space them out appropriately.
Prioritize utility or service-oriented messages (reminders, confirmations, relevant information) before increasing promotional content.
Closely monitor blocks, reports, and campaign performance during the first weeks.
The goal is to demonstrate responsible use of the channel after the restriction is lifted to reduce the risk of triggering another sanction.
Best practices to avoid future bans
Always send messages to users who have provided valid opt-in consent.
Use templates according to their approved category (service, utility, marketing) without altering their intended purpose.
Avoid mass campaigns without segmentation or to contacts unfamiliar with the brand.
Don’t overuse follow-up messages — set a reasonable frequency and limit.
Review reports, blocks, and interaction metrics to detect early signs of user dissatisfaction.
Line quality
The line quality indicator is separate and does not reflect whether there are active sanctions. Sometimes, even if it appears “high,” the number can still be banned or restricted because:
Quality measures user reactions (blocks, reports, interactions).
A ban is applied due to policy violations or internal risk signals detected by Meta.
For that reason, having a high-quality status does not mean the line is free from sanctions; it only indicates that, based on the last calculation, there weren’t enough negative user signals.