A WhatsApp message was not delivered
The 24-hour window, unapproved templates and opt-outs (STOP) are the usual reasons a WhatsApp reply or broadcast message does not go out.
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When a WhatsApp reply or broadcast message does not go out, the reason is usually one of those below.
In the Inbox: "More than 24 hours have passed"
WhatsApp lets a business send free-form messages only within 24 hours of the customer's last message. After that the composer shows "More than 24 hours have passed since this person last wrote. WhatsApp only allows an approved template message now, or wait for their next message."
- Click Send a template and choose an approved template.
- Or wait: as soon as the customer writes again, the 24-hour window opens again and you can reply normally.
In the Inbox: a message marked "Not delivered"
WhatsApp refused or could not deliver it. Common causes:
- The number is not on WhatsApp, or it is written without the country code.
- The 24-hour window had closed (see above).
- The account is disconnected; see An account says Disconnected, Sign-in expired or Messages: Not arriving.
- The customer blocked your number.
In a broadcast: recipients marked Skipped or Failed
Open the broadcast on WhatsApp broadcasts (/app/whatsapp).
- Skipped with "Opted out": the person sent STOP (or a similar word such as unsubscribe or opt-out, or إيقاف / إلغاء الاشتراك in Arabic; however it is written, in any case, with punctuation or an emoji around it, with or without Arabic diacritics). Marketing to that number stops for the workspace. Opt-outs are checked again at the moment of sending, so someone who opted out while the broadcast was waiting is skipped too. This is required by WhatsApp policy; do not send to them from elsewhere.
- Failed: WhatsApp refused that message. The recipient's row in Recipients under Results shows Meta's code and reason in What happened; a problem that stopped the whole broadcast shows next to Last error on the broadcast. Every code: WhatsApp broadcast errors by code.
- A template that is not approved cannot be sent at all: the New WhatsApp broadcast page lists only approved templates, and a line under the list says how many other templates the number has and why they are not listed. A rejected template shows Meta rejected this template on its page with Meta said: ...; press Fix and resubmit to correct it and send it back to Meta for review (My WhatsApp template was rejected).
Good to know
- An opt-out affects marketing broadcasts. You can still answer a customer who writes to you.
- Sending marketing to people who did not opt in, or repeated blocks and reports, lower your number's quality rating at Meta.