# WhatsApp Messages Errors: Meta Chose Not to Deliver and Message Undeliverable

> WhatsApp Delivery Errors & Quality Ratings Understand "Meta Chose Not to Deliver" and "Message Undeliverable" errors, and how to improve your quality…

- Source: https://docs.ghlcustomercare.com/docs/reselling-products/whatsapp/whatsapp-messages-errors-meta-chose-not-to-deliver-and-message-undeliverable
- Section: Reselling Products / WhatsApp
- Reading time: 3 min

---
# WhatsApp Delivery Errors & Quality Ratings

Understand "Meta Chose Not to Deliver" and "Message Undeliverable" errors, and how to improve your quality rating

Table of Contents

-   [• Meta Chose Not to Deliver](#meta-chose-not-to-deliver)
-   [• Message Undeliverable](#message-undeliverable)
-   [• Tips for High-Quality Conversations & Ratings](#tips-for-driving-high-quality-conversations-and-improving-quality-ratings)

---

## Meta Chose Not to Deliver

### What It Means

This error indicates that the message was not delivered by Meta to maintain a healthy ecosystem of engagement. It primarily applies to marketing template messages that are subject to **Per-User Marketing Template Message Limits**.

### Why It Occurs

-   WhatsApp may limit the number of marketing template messages delivered to users who are less likely to engage.
-   This measure improves user experience by maximizing message engagement and minimizing unwanted messages.

### How to Resolve

1

**Do not retry immediately.**

-   If you receive this error, avoid retrying immediately. Instead, retry in gradually increasing time increments until the message is delivered.
-   This ensures compliance with Meta's limits and prevents further disruptions.

2

**Understand Per-User Marketing Template Message Limits.**

-   Marketing messages are restricted based on user engagement patterns.
-   If a marketing conversation is open, one additional marketing message can be sent without triggering the limit.
-   Unlimited free-form messages can be sent once the user responds.

### Best Practices

-   Ensure marketing messages are timely, relevant, and expected to improve user engagement.
-   Use personalized messages that add value, such as information related to recent purchases or exclusive offers.
-   Monitor message delivery and engagement to adjust your messaging strategy proactively.

### Why It's Important

-   Following these limits improves user sentiment, read rates, and the overall experience for WhatsApp users.
-   High-quality engagements make your business eligible for more features on the WhatsApp Business Platform.

---

## Message Undeliverable

### What It Means

This error occurs when a message cannot be delivered due to specific reasons, including:

-   The recipient's phone number is not a registered WhatsApp number.
-   The recipient has not accepted WhatsApp's latest Terms of Service and Privacy Policy.
-   The recipient is using an outdated version of the WhatsApp application.

### How to Resolve

1

**Verify recipient details.**

-   Confirm that the recipient's phone number is registered on WhatsApp.
-   If sending an authentication template, note that these cannot currently be sent to users in India.

2

**Ensure compliance with WhatsApp terms and updates.**

-   Verify that the recipient has accepted WhatsApp's latest Terms of Service and Privacy Policy.
-   Ask recipients to update their WhatsApp client to the latest version:

-   Android: 2.21.15.15 or later
-   iOS: 2.21.170.4 or later
-   KaiOS: 2.2130.10 or later

3

**Validate communication.**

-   Confirm that the recipient can send a message to your WhatsApp business phone number.
-   Use non-WhatsApp communication channels to guide recipients in resolving issues with their WhatsApp accounts.

---

## Tips for Driving High-Quality Conversations & Improving Quality Ratings

Maintaining a high-quality message rating is crucial for minimizing delivery errors and enhancing user satisfaction. Follow these best practices to optimize your messaging strategy.

### Creating High-Quality Business-Initiated Conversations

-   **Expected:** Obtain explicit user opt-in for receiving WhatsApp messages.
-   **Timely:** Relate messages to time-sensitive topics like recent purchases or seasonal offers.
-   **Relevant:** Use personalized content with a clear call-to-action.

### Improving Quality Ratings

1

**Opt-in management.**

-   Send messages only to users who have opted in.
-   Provide clear opt-out options to improve user sentiment.

2

**Engaging content.**

-   Make messages timely, relevant, and personalized.
-   Avoid overwhelming users with frequent messages.

3

**Monitor and adjust.**

-   Track your 30-day quality history and reasons for low or medium quality ratings.
-   Experiment with templates and refine strategies based on user engagement data.

4

**Template review.**

-   Audit new templates added in the past 7 days to identify any causing issues.
-   Ensure compliance with WhatsApp Business and Commerce Policies.

---

Documentation for GHL Customer Care. Support: support@ghlcustomercare.com