> For the complete documentation index, see [llms.txt](https://docs.quickreply.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.quickreply.ai/product-modules/broadcasts/broadcast-retries.md).

# Broadcast Retries

Retry for Failed Messages is part of Delivery Optimization, available in Step 4 of the broadcast creation flow. It re-attempts delivery for failed messages up to three times, with an optional final recovery step called Smart Utility Fallback.

## **Retries improve delivery rate by up to 20%.**

### Why Messages Fail

Not every message reaches its recipient on the first try, and it's rarely one single cause. A frequency cap might be in effect. The recipient's connection might have dropped mid-delivery. Their number might have been briefly unreachable. WhatsApp's delivery pipeline can reject a message for any number of temporary reasons that have nothing to do with whether the recipient wants to hear from you.

These contacts are still valid recipients — they just didn't receive this particular message. Most delivery failures are temporary, which means most of them are recoverable.

### How the Recovery Sequence Works

That's exactly what retries are built for. Instead of treating a failed message as a dead end, Retry for Failed Messages tries again — automatically, on a schedule, without needing to be triggered.

Each stage targets only the messages that failed in the stage before it:

Initial Broadcast

  → Retry 1     (after initial broadcast completes)

  → Retry 2     (after Retry 1 completes)

  → Retry 3     (after Retry 2 completes)

  → Smart Utility Fallback   (immediately after Retry 3)

Successfully delivered messages are never re-sent. Only what failed gets another attempt -- nothing more.

### Benefits for You

Because recovery runs on its own, the advantage shows up in three places:

1. Automated resends. Failed messages are re-sent without you tracking, downloading, or rebuilding anything.
2. Improved ROI. Every recovered message is spend that now reaches an inbox instead of going nowhere.
3. Better engagement. More of your audience actually sees your broadcast — which means more replies, clicks, and conversions from the same campaign.

#### Availability

Currently, Retry for Failed Messages only applies to WhatsApp broadcasts. However, you can still use Fallback to Other Channels when run an RCS broadcast.<br>

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