Guide · WhatsApp promotions · For the owner reading the numbers
Is your WhatsApp promotion doing well? How Meta's benchmark compares your template with similar businesses
A WhatsApp promotion read by a third of the people who got it: is that good? For marketing templates sent through Meta's Marketing Messages API for WhatsApp, Meta answers with a benchmark, a comparison with templates from similar businesses. Here is where to find it, who you are compared with, and how to read it.
Published 7 October 2026
Where to find it
Meta's page gives this path in WhatsApp Manager:
- Open “Manage templates”.
- Choose the marketing template you want to check.
- From the dropdown, pick the Marketing Messages API for WhatsApp option.
- The benchmark and Meta's recommendation cards appear below the preview of the template.
The same figures on sends, clicks and sales also show in Ads Manager, under its Marketing Messages tab.
Who you are compared with
- Same place
- Businesses in the same country. If that group is too small, Meta widens it to the region.
- Same industry
- Businesses in the same industry or line of work.
- Same kind of template
- Only templates in the same category, so a marketing template is compared with other marketing templates.
- Same window
- The past 30 days. Meta recalculates every day, and the figures can be up to 2 days behind.
Reading the result
Meta gives two benchmarks. The read rate benchmark is the share of delivered messages that were read; the click rate benchmark is the share of delivered messages whose link was tapped. Both are set at the 75th percentile of similar businesses, and Meta shows a ranking of your template against peer templates with high engagement. When your read rate or click rate falls below the line, Meta shows suggestions to improve it.
Our reading: below the line is common
The other numbers in the same place
Meta lists messages sent, delivered and read, the amount spent, cost per delivery, link taps, cost per tap and quick reply taps. Add to cart, checkout started, purchases and app activations appear only when the business's website or app reports them to Meta, and Meta says the business that owns that reporting must be the same one that owns the WhatsApp account. Meta also says sales completed inside the chat are not yet reported this way.
Each template in WhatsApp Manager also has an error messages section: a summary of the delivery errors seen most often in the dates you pick, and a trend view of the same errors over time. More on measuring sales is in the conversion guide, and on the sending route itself in the marketing messages guide.
Questions
Who is our WhatsApp promotion compared with?
Meta compares it with marketing templates from businesses in the same country, or the same region if there are too few, and in the same industry, over the past 30 days.
Why is our template below Meta's benchmark?
Meta sets the line at the 75th percentile of similar businesses, so most templates sit below it. Meta shows suggestions when a template's read or click rate is under the line.
How up to date are the benchmark figures?
Meta recalculates them daily from the past 30 days, with a delay of up to 2 days.
Where do we see why promotion messages were not delivered?
In WhatsApp Manager, open the template under Manage templates. Its error messages section shows the most frequent delivery errors and how they changed over time.
Sources
- Meta's developer documentation: Marketing Messages API for WhatsApp, Viewing metrics, read 7 October 2026.
More plain-language notes like this one are on the guides page.
Want every chat in one place you own?
We set up a business's WhatsApp number on a system its team runs, so every customer conversation sits in one place the business owns. A short call is the easiest way to see how that would work for you.
Book a demo