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What is the issue?

  • WhatsApp limits the number of marketing template messages a business can send to individual users within a set timeframe.
  • When the limit is exceeded, messages are not delivered, and error code **131049** ("This message was not delivered to maintain a healthy ecosystem") is returned
  • Businesses may encounter failed message deliveries if they attempt to send multiple marketing messages too quickly.
  • Users who are less likely to engage with marketing messages are more likely to trigger the limit.
  • This can lead to reduced engagement and fewer delivered messages.

Why is this happening?

  • User Experience Focus: WhatsApp aims to enhance user experience by preventing users from feeling overwhelmed by excessive marketing messages.
  • Engagement Improvement: The limits are designed to increase message read rates and improve user sentiment by ensuring that users only receive messages they are likely to engage with.
  • Healthy Ecosystem: By limiting message delivery, WhatsApp strives to maintain a healthy communication ecosystem where business messaging remains valuable to users.
  • Targeted Delivery: The approach is intended to ensure that marketing messages reach users who are more receptive, reducing the risk of users ignoring or blocking business communications.

To resolve this issue, follow these steps:

1. Select the Campaign: Identify the campaign where the messages are failing.
2. Retarget the Campaign: Click on the three-dot menu next to the campaign and select "Retarget Campaign."
3. Focus on Failed Messages: In the retargeting options, choose to retarget only the failed messages by selecting "Failed."
4. Select a Template: Choose the template you want to send.
5. Schedule the Message: Schedule the message to be sent after 4-5 hours.

Important: 
1) Avoid retargeting immediately after a message fails. Wait for a few hours before attempting to send again.
2) If the message continues to fail, increase the time gap between retargeting attempts, and follow the same process.

Note: While there is no 100% guarantee that all selected contacts will receive the message, this approach should ensure delivery to at least 80% of the targeted contacts over time.