@FREEZEFRAMEShop : Have you checked the appropriate CSV file to see which messages Etsy thinks you have not replied to?
The metric is the FIRST message of a NEW thread must be replied to (or marked as spam) within 24 hours. Subsequent messages from the same account (a buyer may have multiple accounts) are supposed to be combined into a single thread.
Help Requests always start a new thread. By the way, if you are creating a custom listing based on a new thread, you still need to reply to the message. Etsy is now putting a blue text warning / advisory on those messages they consider to be a "new message".
At least for the time being, it appears that marking an unanswered message as SPAM (even after the 24 hour deadline has passed) will cause your reply percentage to change in a day or two if the original message was within the current star seller period. But be aware that doing so may cause you to miss other messages from that account.
There are innumerable threads about this on this forum - Etsy has been very clear and consistent about messages / convos from the very beginning of the Star Seller program.
If you have not yet done so, you might want to read https://help.etsy.com/hc/en-us/articles/4403058372503-How-to-Become-a-Star-Seller?segment=selling
