Meta Chose Not to Deliver
What it Means
This error indicates that the message was not delivered by Meta to maintain a healthy ecosystem of engagement. It primarily applies to marketing template messages that are subject to Per-User Marketing Template Message Limits.
Why it Occurs
- WhatsApp may limit the number of marketing template messages delivered to users who are less likely to engage.
- This measure improves user experience by maximizing message engagement and minimizing unwanted messages.
How to Resolve
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Do Not Retry Immediately:
- If you receive this error, avoid retrying immediately. Instead, retry in gradually increasing time increments until the message is delivered.
- This ensures compliance with Meta’s limits and prevents further disruptions.
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Understand Per-User Marketing Template Message Limits:
- Marketing messages are restricted based on user engagement patterns.
- If a marketing conversation is open, one additional marketing message can be sent without triggering the limit.
- Unlimited free-form messages can be sent once the user responds.
Best Practices
- Ensure marketing messages are timely, relevant, and expected to improve user engagement.
- Use personalized messages that add value, such as information related to recent purchases or exclusive offers.
- Monitor message delivery and engagement to adjust your messaging strategy proactively.
Why It’s Important
- Following these limits improves user sentiment, read rates, and the overall experience for WhatsApp users.
- High-quality engagements make your business eligible for more features on the WhatsApp Business Platform.
Message Undeliverable
What it Means
This error occurs when a message cannot be delivered due to specific reasons, including:
- The recipient’s phone number is not a registered WhatsApp number.
- The recipient has not accepted WhatsApp’s latest Terms of Service and Privacy Policy.
- The recipient is using an outdated version of the WhatsApp application.
How to Resolve
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Verify Recipient Details:
- Confirm that the recipient’s phone number is registered on WhatsApp.
- If sending an authentication template, note that these cannot currently be sent to users in India.
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Ensure Compliance with WhatsApp Terms and Updates:
- Verify that the recipient has accepted WhatsApp’s latest Terms of Service and Privacy Policy.
- Ask recipients to update their WhatsApp client to the latest version:
- Android: 2.21.15.15 or later
- iOS: 2.21.170.4 or later
- KaiOS: 2.2130.10 or later
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Validate Communication:
- Confirm that the recipient can send a message to your WhatsApp business phone number.
- Use non-WhatsApp communication channels to guide recipients in resolving issues with their WhatsApp accounts.
Tips for Driving High-Quality Conversations and Improving Quality Ratings
Maintaining a high-quality message rating is crucial for minimizing delivery errors and enhancing user satisfaction. Follow these best practices to optimize your messaging strategy:
Creating High-Quality Business-Initiated Conversations
- Expected: Obtain explicit user opt-in for receiving WhatsApp messages.
- Timely: Relate messages to time-sensitive topics like recent purchases or seasonal offers.
- Relevant: Use personalized content with a clear call-to-action.
Improving Quality Ratings
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Opt-In Management:
- Send messages only to users who have opted in.
- Provide clear opt-out options to improve user sentiment.
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Engaging Content:
- Make messages timely, relevant, and personalized.
- Avoid overwhelming users with frequent messages.
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Monitor and Adjust:
- Track your 30-day quality history and reasons for low or medium quality ratings.
- Experiment with templates and refine strategies based on user engagement data.
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Template Review:
- Audit new templates added in the past 7 days to identify any causing issues.
- Ensure compliance with WhatsApp Business and Commerce Policies.