WhatsApp Messages Failing to Send

If replies to a WhatsApp customer won't go out, it's usually one of these — most often the 24-hour window.

1. The 24-hour customer care window (most common)

The WhatsApp Cloud API only lets you send free-form messages within 24 hours of the customer's last message. After that, you must send an approved message template to re-open the conversation.

• Inside 24 hours → normal replies work.
• Outside 24 hours → send a template first; then free-form replies work again.

2. Expired or invalid access token

Tokens can expire. Regenerate the Access Token in Meta and paste the new one into the inbox, then Test connection.

3. Unverified or restricted number

A number still in review, or one that hit its messaging limit, will reject sends. Check status in the WhatsApp Manager.

4. Bad recipient number format

The customer's number must be in full international format. Inbound contacts are stored correctly, but manually created ones may not be.

Where to look

Failed sends surface as a message failed state in the conversation. Use Test connection in the inbox editor to see the raw error from Meta, which names the exact cause.

WhatsApp Web (the unofficial channel) has different limits — it depends on the linked phone staying online and isn't subject to the template rules above.