Understanding WhatsApp Message Delivery Errors: Meta Chose Not to Deliver and Message Undeliverable

Meta Chose Not to Deliver

What It Means

This error indicates that Meta has chosen not to deliver your message to maintain a healthy engagement ecosystem. It typically applies to marketing template messages, which are subject to per-user delivery limits.

Why It Occurs

WhatsApp may restrict the number of marketing template messages sent to users who show low engagement. This helps improve user experience by prioritizing messages that are more likely to be opened and interacted with.

How to Resolve

If you receive this error:

• Do not retry immediately. Wait and retry in gradually increasing time intervals until the message is delivered. This helps avoid further disruptions and ensures compliance with Meta's limits.
• Understand per-user marketing template message limits. Marketing messages are restricted based on user engagement. If a marketing conversation is open, you can send one additional marketing message without triggering the limit. Once a user responds, you can send unlimited free-form messages.

Best Practices

To improve engagement and reduce errors:

• Ensure messages are timely, relevant, and expected by the user.
• Use personalized content, such as information related to recent purchases or exclusive offers.
• Monitor delivery and engagement metrics to adjust your messaging strategy proactively.

Why It's Important

Adhering to these limits improves user sentiment, read rates, and the overall experience for WhatsApp users. High-quality engagement can also make your business eligible for additional features on the WhatsApp Business Platform.

Message Undeliverable

What It Means

This error occurs when a message cannot be delivered for specific reasons, such as:

• The recipient's phone number is not registered on WhatsApp.
• 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• The recipient is using an outdated version of the WhatsApp application.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

To address this error:

• Verify recipient details. Confirm the phone number is registered on WhatsApp. Note that authentication templates cannot currently be sent to users in India.
• Ensure compliance with WhatsApp terms and updates. Verify the recipient has accepted the latest Terms of Service and Privacy Policy. Ask recipients to update their WhatsApp app to the latest version: Android 2.21.15.15 or later, iOS 2.21.170.4 or later, or KaiOS 2.2130.10 or later.
• Validate communication. Confirm the recipient can send a message to your WhatsApp business number. Use non-WhatsApp channels to guide users in resolving issues with their accounts.

Tips for Driving High-Quality Conversations & Improving Quality Ratings

Maintaining a high-quality message rating is essential 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

• Opt-in management: Send messages only to users who have opted in. Provide clear opt-out options to improve user sentiment.
• Engaging content: Ensure messages are timely, relevant, and personalized. Avoid overwhelming users with frequent messages.
• Monitor and adjust: Track your 30-day quality history and reasons for low or medium ratings. Experiment with templates and refine strategies based on engagement data.
• Template review: Audit new templates added in the past 7 days to identify any causing issues. Ensure compliance with WhatsApp Business and Commerce Policies.