WhatsApp message delivery failures
When a message sent via Reepli doesn't arrive, the cause almost always comes from a Meta rule: unapproved template, 24-hour window exceeded, or rate limit reached. This guide helps you recognize the most common refusal reasons and resolve them.
Message statuses
Every message sent via Reepli goes through several statuses visible in the Inbox.
| Status | Icon | Meaning |
|---|---|---|
| Queued | Clock | The message is ready to be sent |
| Sent | One check | The message has been transmitted to Meta |
| Delivered | Two checks | The message has arrived on the recipient's phone |
| Read | Two blue checks | The recipient opened the message |
| Failed | Red cross | Sending failed |
Blue checks only appear if the recipient has enabled read receipts in WhatsApp. The absence of blue checks doesn't mean the message wasn't read.
Refusal reasons on Meta's side
When a send is refused, Reepli shows a clear message in the details of the failed message. Here are the main reasons you may encounter.
| Reason shown | What's happening | Solution |
|---|---|---|
| Number unreachable | The recipient isn't on WhatsApp or their number is incorrectly formatted | Check the international format of the number |
| 24-hour window expired | The customer hasn't written for more than 24 hours, free sending is no longer allowed | Use an approved template to reach them again |
| Quality limit reached | Too many recent reports on your number | Reduce volume and improve quality |
| Rate too high | You sent too many messages at once | Wait a few minutes and try again |
| Unsupported message type | Attachment format not accepted | Check the format (image, video, document) |
| Media error | The attached file couldn't be sent | Check the file size and format |
| Template not found | The chosen template no longer exists or isn't approved | Check the template name and its approval status |
| Template paused | Meta paused the template due to negative feedback | Fix and resubmit the template |
| Template variables mismatch | The number of variables provided doesn't match the template | Check the number and order of the variables |
| Template disabled by Meta | The template was removed for sustained poor quality | Create a new template |
For details on template issues, see Template rejected.
Issue — 24-hour window exceeded
Explanation
WhatsApp enforces a 24-hour service window: after a contact's last message, you (or the bot) have 24 hours to reply freely, without template constraints. Past that delay, only Meta-approved templates are allowed.
Solution
In the Reepli Inbox, when the window is exceeded, the message editor switches to Template mode. You must:
- Select an approved template from the list.
- Fill in the variables (first name, appointment number, etc.).
- Send.
A new 24-hour window opens as soon as the contact replies.
To avoid ending up outside the window, configure the Reepli bot to reply automatically to incoming messages. As long as the bot replies within 24 hours, the window stays open.
Issue — Unapproved template
If you try to send a template that hasn't been approved by Meta, sending fails.
Check a template's status
- Go to the Templates section of your dashboard.
- Locate the relevant template.
- Check its status: Approved, Pending, Rejected, Paused, Disabled.
To understand rejection reasons and fix them, see Template rejected.
Issue — Sending limit reached
Meta quality tiers
Meta assigns each WhatsApp Business number a throughput tier based on the account's quality:
| Tier | Unique conversations per 24 h | How to move up |
|---|---|---|
| Tier 1 (default) | 250 | Maintain a good quality score for 7 days + sufficient volume |
| Tier 2 | 1,000 | Same |
| Tier 3 | 10,000 | Same |
| Tier 4 | 100,000 | Meta Business verification approved |
Check your tier
In WhatsApp Manager on business.facebook.com, your number shows its current tier and its quality score (Green / Yellow / Red).
Increase your limit
- Maintain a green quality score.
- Increase your volume gradually — no sudden spike.
- Complete the Meta Business verification (Kbis or equivalent).
- The tier rises automatically after 7 days if the conditions are met.
If your score turns red (too many reports or blocks), Meta may lower your tier. See Connection issues for quality best practices.
Issue — Multimedia messages refused
Meta limits by type
| Type | Accepted formats | Max size |
|---|---|---|
| Image | JPG, PNG | 5 MB |
| Video | MP4, 3GP | 16 MB |
| Audio | AAC, MP3, OGG, AMR | 16 MB |
| Document | PDF, DOC, DOCX, XLS, XLSX, PPT, PPTX | 100 MB |
| Sticker | WebP | 500 KB |
Solutions
- Compress an image that's too large before sending.
- Convert the video to MP4.
- Send as a document if the image exceeds 5 MB (larger limit for documents).
- Check that the final file stays within the limits above.
Issue — Incoming messages not received
If a customer writes to you but the message doesn't appear in the Reepli Inbox:
Checks
- WhatsApp connection active? Go to the WhatsApp section and check the status (green).
- Reception correctly configured? Reepli configures this automatically at connection. If the link is broken, reconnect the number via the Meta-guided flow.
- Conversation switched to "human" mode? If you've disabled the bot for this conversation, the message does arrive in the Inbox but the bot doesn't reply.
- Active filters on the Inbox? Disable the filters to check that the message isn't hidden.
The contact says they sent a message
- Ask them to check that they're writing to the right number.
- Check that you haven't blocked them in Reepli.
- If everything looks fine but nothing arrives, contact support with the contact's number and the approximate time they sent it.
Step-by-step diagnosis for a failed message
- Open the conversation containing the failed message.
- Click the message with the red cross.
- Read the reason shown in the details.
- Identify the cause in the table above.
- Apply the corresponding solution.
- If the reason isn't listed here, contact us.
When to contact support
Contact us if:
- Messages stay queued for more than 15 minutes without a status change.
- You receive a refusal reason you can't interpret.
- Your quality score dropped suddenly for no apparent reason.
- Your sending tier was reduced unexpectedly.