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DELIVERY AND LIMITS
Block rate
Block rate is the percentage of message recipients who block the business's number within a period after receiving a message. It is the main input to Meta's phone number and template quality ratings: even a fraction of a percent of blocks on a large send is enough to move a number from green to yellow.
spam reportphone number quality ratingsuppressed recipientopt out
Why it matters
Blocks are the signal Meta trusts most because a user has to act. Typical healthy campaigns see block rates under 0.2 percent; 0.5 percent on a large send will show in the rating within hours; sustained 1 percent leads to restriction. Blocks come from unwanted marketing, wrong-audience sends, high frequency and messages that look like spam.
In VGraple CRM
Blocks reported by Meta are attributed to the campaign that preceded them and shown in the broadcast report next to reads and replies; blocked contacts are suppressed from future sends automatically. Alerts fire when a campaign's block rate crosses a threshold mid-send so the rest can be paused.
Related terms
Spam report, Phone number quality rating, Suppressed recipient, Opt-out.