WhatsApp messages not sending
Meta billing, template approval, the 24-hour window, opt-outs, paused numbers and tokens: the reasons a WhatsApp message stays failed, and where to look.
Where to look
Open Marketing › WhatsApp › Message history. Every message BMexa tried to send is listed with its purpose (Auto-reply, Reply rule, Sequence, Campaign, Lead forwarded, Lead alert, Test) and its status; a Failed row carries the reason in full, including Meta’s own words. The client’s timeline shows the same row.
Billing and the number itself
- Meta bills every WhatsApp conversation to the WhatsApp Business Account. Without a valid payment method in WhatsApp Manager › Billing, Meta refuses to send beyond its test numbers. Indian accounts must bill in rupees by 31 December 2026; the number’s card shows Billed in INR or a warning.
- Paused: the card under Marketing › WhatsApp › Numbers says Paused; click Resume.
- Token refused (Meta error 190): the permanent token was revoked or expired. Create a new system-user token in Meta Business Manager and paste it under Replace the access token.
- (#133010) Account not registered: the number is not registered on the Cloud API. Enter the six-digit two-step PIN under Register with Meta and click Register number.
- Quality red or a low messaging limit: too many blocks and reports. Meta limits how many new people you may message in 24 hours; the badge on the card shows the limit.
Templates and the 24-hour window
- Template “X” is pending, not approved: only approved templates go out. Wait for Meta or pick another under Marketing › WhatsApp › Message templates. A rejected template shows Meta’s reason; edit and resubmit.
- Free text can only be sent within 24 hours of the person’s last message: outside that window every message, including the first one to a new lead, must be an approved template. Plain-text and form steps in a sequence work only after a reply or an ad click.
- The template no longer exists on this number: it was deleted in WhatsApp Manager. Click Refresh templates on the number’s card and pick another.
- Meta reclassified a utility template as marketing: it now costs the marketing rate and counts against each person’s marketing limit. The person who connected the number is alerted.
Opt-outs
- This person opted out of WhatsApp messages (Replied STOP). Nothing is sent until they send START. A message starting with stop, unsubscribe, cancel, end, quit or opt out, or Meta’s Stop promotions button, opts the phone out of every message your company sends from BMexa: campaigns, sequences, auto-replies, lead forwards and test sends. Writing in again does not lift it; only START, UNSTOP, RESUME, SUBSCRIBE, OPT IN or Meta’s Resume button does.
- Campaign recipients who opted out are Skipped, not failed, and the send toast says how many.
- There is no screen to lift an opt-out by hand; ask the person to reply START.
Meta delivery errors
- 131026 Message undeliverable: the number is not on WhatsApp, or has blocked you.
- 131047 Re-engagement message: more than 24 hours since their last message; use a template.
- 131049 Per-user marketing limit: Meta is holding marketing messages to this person. A campaign keeps them pending and tries again after about a day, up to three times.
- 131050: the person stopped marketing messages on WhatsApp’s side.
- 130429 Rate limit: too many messages too fast; the worker sends in batches of 40, try again later.
Updated on 29 October 2026