Recover failed messages in a WhatsApp broadcast
This guide provides a step-by-step process to recover failed messages in a broadcast. Follow the instruction below to set up auto-retries and smart utility fallback successfully.
Why do messages fail?
Frequency Capping is a pro-user feature rolled out by Meta. This functionality limits the volume of marketing messages a WhatsApp user can receive within a specific timeframe, from across brands. For instance, after the launch of frequency capping, the end user can only receive messages from a limited number of brands (e.g., ’15’) in a rolling 7-day window. Meta dynamically decides the window and cannot be shared with the end business to protect the channel’s user experience.
This has impacted the broadcast and campaign features due to which delivery of many messages failed.
How to overcome this problem?
While creating the broadcast, QuickReply provides 2 methods to recover failed marketing messages which you can set up in Step 3 (Settings)
1. Auto Retries
In this, the system retries the delivery of failed messages at different times defined by the user.
While setting up auto-retries, a maximum of 3 retries can be set and we recommend scheduling retries with a minimum 24-hour interval to maximize the chances of successful deliveries.
2. Smart Utility Fallback
In this, for the remaining failed message system sends a utility message that seeks permission from the customer to grant delivery of the failed message. If the customer engages, the marketing message is delivered instantly.
This feature involves sending an additional utility message for each failed message which incurs extra cost.
The marketing template message is converted as a session message and sent when the user engages with the utility message. Important - this converted message is charged the same as a marketing message.
We recommend using this method after auto-retries to minimize the extra cost incurred.
Smart Utility Fallback currently supports standard marketing templates only.
Implement retries and smart fallback for completed broadcasts
While creating the broadcast if you didn't set the retries and smart utility fallback and after the broadcast is completed it has failed messages, you can set retries for the failed messages by following the steps mentioned below,
Go to the Broadcasts and click on the menu [...] button of the required broadcast.
Select Add/Edit Retry
Now, add up to 3 retries followed by Smart Utility Fallback. Click on Save
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