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Why This Happens

Meta uses automated systems to evaluate engagement quality and user feedback before delivering messages. The delivery can fail due to one or more of the following reasons:

• User engagement limits reached – The recipient has already received several marketing messages from businesses recently. WhatsApp temporarily stops new marketing messages to prevent overload.
• Low engagement history – If your messages have low open/read/reply rates, WhatsApp may limit further deliveries until engagement improves.
• High block or report rates – If many users block or mark your business messages as spam, message delivery may be restricted.
• Message type or frequency – Sending too many marketing messages in a short period, or using the same template repeatedly, can trigger this limit.
• User preference and sentiment signals – Meta uses engagement signals to identify if users are not interested in marketing content from a particular business.

How to Resolve & Prevent This Issue

1	Improve Message Engagement Send personalized and relevant content. Use interactive messages (buttons, quick replies, catalogs, etc.). Avoid sending frequent repetitive marketing messages.

2	Recheck Message Type Use Utility or Authentication templates for transactional updates. Avoid sending marketing or promotional content through these template types.

3	Space Out Marketing Messages Limit how often you message the same user. Allow at least a few days between campaigns.

4	Build Trust and Consent Always message users who have opted in to receive updates. Ensure your opt-in process clearly explains what type of messages they'll receive.

5	Monitor Performance Track delivery, read, and engagement rates. Remove inactive users from your broadcast lists to avoid poor engagement signals.

Recommended Action

If this error persists:

• Try sending a different template (non-marketing type).
• Check your overall marketing template performance and engagement metrics in WhatsApp Manager.