WhatsApp Messages Errors: Meta Chose Not to Deliver and Message Undeliverable

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

1. 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.

2. 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• The recipient is using an outdated version of the WhatsApp application.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

1. 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.

2. 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

3. 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

1. Opt-In Management:

   • Send messages only to users who have opted in.
   • Provide clear opt-out options to improve user sentiment.

2. Engaging Content:

   • Make messages timely, relevant, and personalized.
   • Avoid overwhelming users with frequent messages.

3. 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.

4. Template Review:

   • Audit new templates added in the past 7 days to identify any causing issues.
   • Ensure compliance with WhatsApp Business and Commerce Policies.