WhatsApp Messages or Templates Won't Send
Fix WhatsApp template rejections, the 24-hour window, and messages that won't deliver.
WhatsApp Sending Issues
WhatsApp has stricter rules than SMS because Meta controls the channel. Almost every "it won't send" comes down to one of three things.
1. The 24-hour window
You can only send free-form messages within 24 hours of the customer's last message. Outside that window, you must use a pre-approved template. If a normal message fails with a window error, send an approved template to re-open the conversation.
2. Template rejected or pending
- Pending: New templates take up to 24 hours for Meta to review.
- Rejected: Usually promotional content in a Utility template, placeholder errors (e.g.
{{1}}with no sample), or wording Meta considers spammy. Fix the category/wording and resubmit from Portal > WhatsApp > Templates.
3. Quality or limits
- Number quality dropped: Too many blocks/reports lowers your quality rating and tier. Send only to opted-in contacts and keep content relevant.
- Messaging limit reached: New numbers start at a daily cap that rises as quality stays high.
Quick checklist
- Is the recipient within the 24-hour window? If not, use a template.
- Is the template approved (not pending/rejected)?
- Are you within your plan's conversation allowance? Check Portal > WhatsApp.
- Is the number in
2557XXXXXXXXformat and on WhatsApp?
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