This article covers why WhatsApp messages fail to send, failure reasons, and how you can resolve each one.
Frequency limit reached (marketing messages)
WhatsApp limits how many marketing messages a business can send to the same recipient over a given period, based on that recipient's engagement with previous messages (how often they open, reply to, or ignore them). If a recipient hasn't engaged recently, WhatsApp may temporarily block further marketing messages to them to protect the messaging ecosystem.
This limit is set and enforced by WhatsApp, not by Fin, and can't be bypassed or overridden.
What you can do:
Wait before sending another marketing message to this recipient — the limit is temporary and lifts over time.
Reduce how often you message this recipient with marketing content.
Send a non-marketing (utility) template instead, if applicable.
Use a different channel (email, SMS) to reach this recipient.
Recipient opted out of marketing messages
This recipient has opted out of receiving marketing messages on WhatsApp. This choice is managed by WhatsApp on the recipient's behalf and applies to all businesses, not just yours — it can't be overridden.
What you can do:
Ask the recipient to opt back in to marketing messages (for example, during a support conversation).
Send a non-marketing (utility) template instead, if applicable — opt-out only applies to marketing content.
Use a different channel to reach this recipient.
Outside the 24-hour customer care window
WhatsApp only allows free-form text replies within 24 hours of the customer's last message to you. Once that window closes, you can no longer send a free-text message — only pre-approved template messages are allowed until the customer messages you again.
What you can do:
Send a template message instead of a free-text reply.
Wait for the customer to send a new message, which reopens the 24-hour window.
Recipient part of a WhatsApp platform experiment
If WhatsApp is blocking your marketing templates to a recipient, the recipient's number has been placed by WhatsApp into a platform experiment that restricts delivery of marketing template messages. This is controlled entirely by WhatsApp/Meta and can't be changed by Fin or your business.
What you can do:
Try sending a different type of template (for example, a utility template) if applicable.
Use a different channel to reach this recipient.
Try again later — experiment group assignments can change over time.
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