Had a request for custom listing that I responded to within minutes. Etsy is dinging my Star Seller communication metric because sending the requested listing (alone) doesn't count as responding to the customer.
Etsy Support - please review for future improvement.
Unfortunately, it's always been that way.
Even though creating a Custom Listing through messages sends an email through Etsy with a link for the customer to view/buy, automatically as soon as you hit publish - it's still not good enough for the Star Seller messaging metric.
You must also write a reply in the message box " okey-dokey! You'll be getting an email from Etsy now!"
To make things easier, just look for the BLUE in messages. Those ones require a response (blue DOT on the app)