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WhatsApp Campaigns have emerged as one of the most effective marketing platforms for businesses today, with a 98% open rate, far higher than email or SMS. However, even with such strong engagement potential, many campaigns still face a critical challenge: message delivery failures. However, hurdles like Network issues, user inactivity, or Meta’s new frequency capping can prevent messages from reaching customers on time. To address this, WhatsApp has introduced the Auto-Retry policy, allowing businesses to automatically resend undelivered messages within a defined window, ensuring higher reach, better engagement, and complete compliance with Meta’s guidelines.
In this blog, you’ll learn how to resend undelivered WhatsApp campaigns while staying fully compliant with Meta’s new policy. Let’s get started.
Meta has introduced a Frequency Capping policy on WhatsApp to control how many marketing messages a user can receive from businesses within a fixed period (usually a rolling 7 days). The main goal is to create a better user experience by preventing customers from being overwhelmed with too many promotions.
While Meta has not revealed the exact message limit, the cap applies only to marketing templates sent by businesses. Utility templates or service-related conversations (like order updates, delivery notifications, or customer-initiated chats) are not restricted under this rule.
For businesses, this change means greater competition for limited delivery slots. If a customer has already received multiple marketing messages from different brands, your campaign message may fail to deliver. This makes it more important than ever to send relevant, personalized, and high-quality messages that add real value to your audience.
In short, Meta’s frequency capping ensures a balance between brand communication and user experience, but also challenges businesses to focus on smarter, more impactful campaigns rather than sheer volume.
When you send bulk messages through a WhatsApp marketing campaign, not all of them get delivered on the first try. In fact, around 60% of messages fail to reach customers on the first attempt. This can happen if the customer’s phone is switched off, their internet isn’t active, or there’s a temporary glitch. Without retries, these undelivered messages mean you risk losing a valuable chance to engage with your audience. For instance, during a Diwali campaign with a limited-time discount code, a message might fail to deliver if the customer’s phone is offline or without internet access.
However, you can retry sending campaigns after a few days to improve delivery rates. The challenge is that with multiple campaigns running, manually resending them becomes a time-consuming and tedious task.
This is where Automated Retries come in. The system automatically tries sending the same message again after a short gap, instead of stopping after the first failure. This increases the likelihood that your customer will eventually receive the update. In short, Automated Retries make WhatsApp campaigns more reliable, reduce missed opportunities, and enhance the overall customer experience.
Businesses are permitted to reattempt delivery of undelivered WhatsApp campaigns for a maximum duration of seven consecutive days. Since Meta’s per-user messaging limits automatically reset every seven days, one retry within each 24-hour period is recommended to ensure optimal message delivery compliance within the approved policy framework.
A brand launches a festive sale reminder campaign on WhatsApp to notify customers about ongoing discounts. The initial message is sent on Monday, but a portion of users do not receive it due to Meta’s daily message cap.
Following the seven-day retry policy, the business automatically retries delivery once every 24 hours until Sunday. Users who become eligible within this period receive the message successfully once their messaging limit resets, ensuring maximum reach while remaining compliant with WhatsApp’s delivery guidelines.
Sending SMS or WhatsApp campaigns manually is not only time-consuming but also hard to track. When you’re running multiple campaigns, it becomes difficult to know which customers missed your message, and this can hurt overall campaign performance. Automating this process makes things smoother, and that’s where auto-retries play a key role.
For time-sensitive campaigns, like festive sales or limited-hour offers, even one failed message can mean a lost opportunity. The WhatsApp auto-retry feature ensures that failed messages are sent again, so customers don’t miss out.
Since Meta introduced its frequency capping policy in 2024, many businesses have seen their WhatsApp template failure rates double. To counter this, a smart approach is to schedule retries strategically:
While Meta doesn’t reveal the exact per-user limits or reset period, following these timeframes helps maximize delivery and ensures your campaigns reach more customers.
Many messages fail on the first attempt due to poor network or temporary issues. Auto-retries give your campaigns multiple chances, ensuring a much higher percentage of messages actually reach customers.
Every failed message is a missed sale or engagement. With auto-retries, your campaigns don’t stop halfway; they keep trying until more customers get the updates, reducing campaign dropouts.
When customers don’t receive time-sensitive messages like discount alerts, shipping updates, or reminders, it can cause frustration. Auto-retries ensure these critical updates are delivered, keeping customers informed and satisfied.
Your team doesn’t have to track which messages failed and resend them manually. The system handles it in the background, freeing up time and effort for more strategic tasks.
The more messages that get delivered, the more chances customers have to click, engage, and purchase. This directly improves campaign ROI and helps your brand generate stronger conversions.
Here’s a simple step-by-step you can use:
Choose your audience: Pick the segment/list you want to target (new users, repeat buyers, etc.).
Select a WhatsApp template: hoose the approved template and fill in variables (name, coupon, order ID).
Schedule your send: Set the date, time, and time zone for the campaign.
Turn on Auto-Retries: Toggle Auto-Retries to ON. A setup screen will appear.
Set your retry plan (recommended): Select the 7-day retry window for maximum success. Or choose Custom and set your own retry intervals/duration.
Review and confirm: Double-check audience size, template, schedule, and retry settings.
Make the campaign live: Click Launch/Go Live. The system will resend failed messages automatically based on your retry plan.
In WhatsApp marketing, even a single missed message can result in a lost sale. The Auto-Retry feature ensures your campaigns reach customers by automatically resending undelivered messages. It saves time, improves delivery rates, and ensures that essential updates, such as offers or reminders, don’t go unseen.
With Convertway, you can take this even further. Its automation tools, chatbot support, and intelligent campaign workflows make WhatsApp marketing effortless, helping you build a consistent brand personality, offer real-time customer support, and manage every interaction seamlessly. By combining Auto-Retry, Convertway ensures your WhatsApp campaigns are more reliable, personalized, and performance-driven, enabling you to connect with more customers and turn every message into an opportunity for growth.
The WhatsApp Auto-Retry feature allows businesses to automatically resend undelivered campaign messages within a defined time window. If a message fails to reach a customer due to network issues, user inactivity, or Meta’s frequency capping, the system automatically retries sending it, increasing delivery success and engagement.
Auto-Retry ensures that failed messages are automatically resent at scheduled intervals (for example, once every 24 hours). This increases the chances of messages being delivered when the user’s phone is active or when Meta’s message limit resets, resulting in higher reach and better campaign ROI.
Meta’s Frequency Capping policy limits how many marketing messages a user can receive from different businesses within a seven-day period. This helps maintain a positive user experience and prevents spam. However, it also means businesses must send more relevant and personalized messages to secure delivery slots.
According to WhatsApp’s updated policy, businesses can retry sending undelivered campaign messages for up to seven consecutive days. Within this period, it’s recommended to attempt one retry every 24 hours to stay compliant and maximize delivery potential.
Convertway automates the entire retry process—resending failed messages, tracking delivery performance, and ensuring full compliance with Meta’s policies. Its smart automation tools and chatbot support help brands save time, increase engagement, and boost sales through more reliable and personalized WhatsApp marketing.
