WhatsApp common issues

Use this guide when WhatsApp messages fail, don't arrive, or templates won't send.

Find out why a message failed

When a WhatsApp message can't be delivered, EngageOne shows Failed to send under it.

Hover over the warning icon next to Failed to send.
Read the reason. Errors from Meta are shown as a code and a short title, for example 131026: Message undeliverable.
Use the sections below to fix the cause.

If the message was sent less than a day ago, a retry button appears next to the warning. Click it to send the message again after you fix the problem.

"Message not sent because the WhatsApp 24-hour customer service window is closed"

WhatsApp only lets businesses send free-form messages within 24 hours of the customer's last message.

Situation	What you can send
The customer messaged you in the last 24 hours	Any message, file or template
More than 24 hours since the customer's last message	Approved templates only
You're starting a new conversation	Approved templates only

When the window is closed, the reply box tells you that you can only reply using a template message.

To fix it:

In the conversation, choose a template instead of typing a message.
Fill in any variables and send it.
When the customer replies, the window opens again for another 24 hours and you can reply normally.

Tip: The window is based on the customer's last message, not yours. Sending several messages yourself doesn't extend it.

A template is rejected or stays pending

Meta reviews every template before you can use it. EngageOne shows the status Meta returns.

Status	What it means	What to do
Pending	Meta is still reviewing it.	Wait for Meta to finish its review, then sync templates.
Approved	It can be sent.	Use it from the conversation or a campaign.
Rejected	Meta didn't accept it.	Check the reason in Meta's WhatsApp Manager, fix the content and submit a new template.
Not submitted for WhatsApp approval	It was saved but never sent to Meta.	Submit it for review.

Common reasons Meta rejects templates:

Variables like {{1}} at the very start or end of the message, or next to each other with no text between.
Missing sample values for variables.
The wrong category, for example a promotion submitted as Utility.
Content that breaks WhatsApp's commerce or business policies.

A new or approved template doesn't appear

Go to Settings → Templates and click Sync templates. Updates can take a couple of minutes.
Or open Settings → Inboxes → (your WhatsApp inbox) → Configuration and click Sync Templates.

Only approved templates can be sent. See WhatsApp templates.

Messages to a number never arrive

Cause	How to check	Fix
The number isn't on WhatsApp	Ask the customer, or check the error on the message	Contact them on another channel
The number is missing the country code	Look at the contact's phone number	Save it in full international format, for example `+44 7700 900123`
Meta held back the message	Meta often doesn't deliver marketing templates to people who receive many business messages	Try again later, or use a utility template if the message isn't promotional
You've hit your messaging limit	Open the inbox's Account Health tab and check Business messaging limit	Wait for the limit to reset, or raise it in Meta
The number's quality is low or it's restricted	Check Quality rating and Phone number status in Account Health	Follow Meta's guidance in Meta Business Manager

Customer messages don't reach EngageOne

If customers say they've written to you but nothing appears:

Go to Settings → Inboxes, open your WhatsApp inbox and go to the Account Health tab.
Check the webhook section. If the webhook is missing or points to the wrong address, click Register Webhook.
Send a test message from your own phone to check.

If you set up the connection manually, you can also check the callback address and verify token in your Meta app's WhatsApp webhook settings. See WhatsApp.

"Webhook not verified" in Meta

Meta shows this when the verify token in your Meta app doesn't match EngageOne's.

Open Settings → Inboxes → (your WhatsApp inbox) → Configuration.
Copy the Webhook Verification Token.
Paste it into the verify token field in your Meta app's webhook settings, and check the callback URL.
Save in Meta and try verifying again.

Access token and connection errors

What you see	Cause	Fix
This access token is invalid or expired.	The token was revoked, expired or lost its permissions	Generate a new permanent token in Meta Business Settings and update it with Update API Key in the Configuration tab
WhatsApp access token needs attention in Account Health	Meta can't validate the token	Go to Configuration to verify or replace the token
WhatsApp connection needs to be refreshed	A quick-setup connection has expired	Go to Configuration and reconnect with Meta
Your inbox is disconnected. You won't receive new messages until you reauthorize it.	The connection to Meta was lost	Click the reconnect link in the banner and sign in to Meta again
Your WhatsApp Business registration isn't complete.	Meta hasn't finished registering the number	Check the display name status in Meta Business Manager before reconnecting

Administrators also get an email when a WhatsApp connection expires.

Using WhatsApp through Twilio?

The 24-hour window and template rules are the same. For Twilio-specific setup and webhook problems, see WhatsApp through Twilio.