There are some instances where a Pro-active Whatsapp template may not send and you will see the message: WhatsApp templates are a crucial tool for proactive messaging, but delivery failures can occur due to various reasons, including compliance with WhatsApp's rules, template approval status, and account-specific configurations.
“Message failed to send because either the recipient never messaged the sender number, or more than 24 hours have passed since the recipient last replied to the sender number.” This error aligns with WhatsApp's 24-hour messaging rules, which require businesses to use an approved template to initiate contact outside the 24-hour window.
Resolution Steps
WhatsApp's Session-Based Messaging Model
WhatsApp operates on a session-based messaging model:
24-Hour Customer Care Window: After a guest replies to a message, a 24-hour session opens during which free-form messages can be sent.
Proactive Messaging: If the 24-hour window has passed, businesses must use a Meta-approved template to initiate contact. Once the guest responds, a new 24-hour session begins.
Check whether the WhatsApp template has been approved. You can check this via your Meta Business Portal. If you have not migrated to the Meta portal then please contact our support team via the in app Help & Support > Live chat bubble to help check this for you in Sunco. Ensure your Brand Admin has submitted the template for approval via the Meta Business Manager portal or through your provider if your account is not yet migrated.
Ensure the template category is set to “Utility” in the Meta Business Portal if the message is generic rather than promotional. “Marketing” templates are currently known not to send to +1 US mobile numbers, as outlined in the referenced article. Templates are tied to specific WhatsApp Business Accounts (WABAs) and categories. If a template is moved between WABAs or its category changes, delivery issues may arise.
Confirm that the template was not edited before sending—only the exact approved wording can be used, and any proactive edits will prevent delivery. The content of a WhatsApp template cannot be modified at the time of sending. The message must match the Meta-approved wording exactly.