A message marked failed or stuck is rarely a bug. It is almost always one of a short list of rules working as intended. Here is how to read the cause and fix it.
When messages do not arrive, the instinct is to suspect a fault in the platform. In practice it is nearly always the messaging rules doing their job. Once you know the handful of causes, diagnosis takes seconds.
The most common cause. After a customer messages you, you have 24 hours to send free-form messages. Outside that window, only an approved template will deliver. If a plain text message fails to a contact who has not messaged recently, this is almost certainly why. The fix: send a template.
Every number has a daily cap on business-initiated conversations, which grows as you build a record of quality sending. If you are sending a large campaign and later messages fail, you may have hit the cap. The fix: stagger sends, and grow your tier by sending well to opted-in people.
Messages to people who did not opt in, or who blocked your number, will not land. Worse, the resulting blocks drag down your quality rating. The fix: only message opted-in contacts, and keep your lists clean.
A wrong format, a missing country code, or a number that simply is not on WhatsApp will fail. The fix: validate numbers and always include the country code.
Most delivery problems trace back to one thing: sending to people who did not ask for it. Keep your audience opted-in and relevant, and your green rating keeps your limits high and your messages flowing.
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