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When sending campaigns with WhatsApp templates, some messages may not be sent or delivered. Below we explain the most common errors and what each one means.

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The user’s number is part of an experiment

This error occurs when the user’s number is part of a Meta experiment related to marketing messages.During these experiments, some users cannot receive marketing messages, even if the number is valid.What you can do:
  • Ask the user to start the conversation by sending a message first.
  • Once the user writes, you will have 24 hours to respond within the support window.

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The message cannot be sent

This error indicates that WhatsApp could not send the message to the recipient.The most common reasons are:
  • The phone number does not have WhatsApp.
  • The user has not accepted the latest Terms of Service and Privacy Policy.
  • The user is using an old version of WhatsApp.
What you can do:
  • Confirm that the number has an active WhatsApp.
  • Ask the user to update the app to the latest version.
  • Verify that the user has accepted WhatsApp’s terms and policies.

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Meta decided not to deliver the message

Meta may decide not to deliver a message to protect the user experience in the WhatsApp ecosystem.This usually happens when:
  • The user has received many marketing messages recently.
  • Meta detects that the message could affect interaction quality.
What you can do:
  • Wait at least 24 hours before attempting to send the message again.
  • Avoid sending repeated campaigns to the same user in a short time.

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The user stopped receiving marketing messages

This error appears when the user decided to stop receiving marketing messages from your company.When this happens:
  • You will not be able to send marketing templates to that number.
  • Campaign messages will not be delivered.
What you can do:
  • Do not attempt to send campaigns to that user again.
Recommendation to improve campaign delivery:
  • Keep your contact database up to date.
  • Send campaigns only to users who agreed to receive communications.
  • Avoid sending too many marketing messages in a short time.