Configuring SMS Fallback for WhatsApp Bulk Messages

What is SMS Fallback for WhatsApp Bulk Messages?

SMS Fallback is a feature that automatically sends a message via SMS if a bulk WhatsApp message cannot be delivered due to specific restrictions, such as those imposed by Meta for marketing messages in the US. This ensures your communication campaigns remain effective even when a primary channel is blocked.

Key Benefits

• Maintains campaign continuity by preventing message loss from policy restrictions.
• Automatically switches to SMS delivery when a WhatsApp message fails.
• Increases overall message deliverability and campaign reliability.
• Functions automatically across all sub-accounts without needing manual setup for each failure.

How to Configure SMS Fallback

Follow these steps to set up the fallback feature for your bulk WhatsApp campaigns.

1. Navigate to the Bulk Messaging section, located under the Conversations tab.
2. Select WhatsApp as the primary messaging channel for your campaign.
3. Create or import your list of contacts to receive the message.
4. In the Fallback Settings area, enable the Fallback to SMS option.
5. Enter the specific message text you want to be sent via SMS if the WhatsApp delivery fails. Ensure this message adheres to standard SMS formatting and character limits.
6. Review the configuration to confirm the settings match your campaign's intent.
7. Click Send to start your campaign with fallback protection enabled.

When Does the Fallback Trigger?

The system will only send an SMS as a fallback under specific failure conditions reported by Meta.

Fallback is triggered when:

• Meta returns an explicit delivery failure related to policy violations.
• The recipient's WhatsApp account is inactive or cannot be reached.
• A submitted WhatsApp template is rejected for marketing content.

Fallback is not triggered for:

• Temporary network errors that the system will retry.
• Messages that you cancel manually.
• Cases where the destination is unreachable by both WhatsApp and SMS.

WhatsApp Template Rewriter (Optional)

To improve the chances of your messages being delivered successfully on WhatsApp and reduce the need for fallback, you can use the optional Template Rewriter tool. This helps adapt marketing-focused content into a utility format that is more likely to be approved by Meta.

Frequently Asked Questions

Does this feature work for individual messages?

No, the SMS fallback feature is currently only available for bulk messaging actions and campaigns.

Am I charged for both the WhatsApp and SMS message?

No. You are only billed for the message that is successfully delivered. If a WhatsApp message fails and the system sends an SMS instead, you will be charged only for the SMS.

Can I write a custom SMS message for the fallback?

Yes, during the setup process you can define a unique message that will be sent via SMS in the event of a failure.

What happens if both the WhatsApp and SMS delivery attempts fail?

The system will log both failures in the delivery report, and no further automatic delivery attempts will be made for that message.

Is this feature available worldwide?

While primarily designed for issues with US-based numbers, the fallback can activate for any delivery failure reported by Meta that meets the trigger conditions.

Does using fallback affect my automation workflows?

No. The fallback only affects the delivery channel for the specific bulk message. It does not change any automation sequences or follow-up workflows you have in place.

Are there content restrictions for the fallback SMS?

Yes, the SMS message must comply with standard carrier regulations, including character limits and opt-in requirements.

How can I track the performance of the fallback feature?

You can monitor delivery success and fallback triggers using the Message Delivery Reports available in the Conversations or Reporting sections of your CRM.