The cause is almost always consent
Meta does not police your message count so much as the reaction to it. Blocks and reports are the signal. A list bought from someone, scraped from order forms years ago, or collected without telling people what they were signing up for will produce that reaction whatever the message says. Before you look at templates or tooling, look at where the numbers came from and whether the person would recognise you.
Automating WhatsApp Web is a rule break on its own
Tools that log into a session and send on your behalf breach Meta's terms regardless of how careful your list is. The traffic pattern is detectable, and the account that carries the penalty is yours, not the vendor's. This is the one cause on the list that a change of tooling fixes outright, because the official API exists precisely to make this unnecessary.
Quality rating is a warning, not a verdict
Meta gives every sending number a quality rating and shows it before it acts. A drop to medium is the moment to slow down, tighten the list and check which template is drawing complaints. Most businesses that get restricted could have seen it coming; they just had no view of the number. If your tool does not show you the rating, that is a reason to change tools.
Templates are reviewed for a reason
A template that misstates its category, hides a promotion inside a utility message, or is mostly variables, reads to a reviewer as an attempt to get around the rules. Repeated miscategorisation damages the sender reputation of the whole account, not just the template. Submit honestly and fix rejections rather than resubmitting the same thing with different wording.
Give people an obvious way to stop
An easy opt-out lowers your block rate, and the block rate is what Meta watches. Honour stop requests immediately and across every message type, not just the campaign the person replied to. The customers you lose this way were going to block you anyway, and a block costs far more than an unsubscribe.
What to do if you are already restricted
Read the notice in WhatsApp Manager to see which rule was cited, because the appeal has to address that specific finding. Stop all sending while the appeal is open. Then fix the underlying cause before you resume, since a second restriction on the same number is much harder to lift than the first.
Explore this workflow in Dejor.
See how official whatsapp business api for shopify fits into your store, including setup steps and common questions.