Troubleshooting WhatsApp message errors

May 19, 2025

Requirements:

  • Use approved message templates to reach users outside the 24-hour service window.
  • The template must have an “Approved” status.
  • Add a valid payment method.
  • The recipient must be registered on WhatsApp, accept the latest Terms of Service, and use the latest version of WhatsApp.
  • Templates should avoid overly promotional language, maintain high engagement and avoid user complaints to prevent being paused.

Limitations:

  • You can’t send freeform messages outside the 24h window unless using an approved template.
  • Marketing templates may be blocked if sent too frequently or during Meta’s experiments.
  • If your number is reported or blocked, message delivery will fail.
  • Some recipients may be part of tests that restrict marketing messages regardless of compliance.

What are WhatsApp message errors?

If you're having trouble sending messages on WhatsApp via Kommo, the issue may be caused by one of several errors that occur due to Meta's standards. Below are the most common errors, what they mean, and how to fix them.

24-hour service window closed

If Meta returns the following error message: Unable to send your message. The recipient has been inactive for over 24 hours. Please use an approved template or wait for their response; it means that the 24-hour service window has ended (or was never opened). Freeform messages are no longer allowed.

To fix this issue, send a WhatsApp message using a template. This is the only way to resume the conversation outside of the 24-hour window.

Go to WhatsApp → Templates & Bots in Kommo. Create or select a pre-approved template.

Make sure:

  • The template content matches the selected category.
  • The template is approved (status: Approved).
  • A valid payment method is added to your WhatsApp Business Account.
  • The customer has opted in to receive messages.

Submit for approval via Whatsapp Business > Broadcasting or Whatsapp Business Features and test the template by sending it to recipients. Once leads reply to the template, the 24-hour window will reopen and you can resume messaging.

Note: If you edit the message content in the lead card, it will be sent as a freeform message (not a template), and this error will occur again.

For more details on templates, refer to this guide. For WhatsApp billing information, see Meta's conversation-based pricing overview.

Recipient not registered or using outdated WhatsApp version

If Meta returns the following error message: Unable to send the message. The recipient may need to accept WhatsApp’s new terms, update their app, or register on WhatsApp. Please try again later, it means that the message could not be delivered because the recipient:

  • Is not registered on WhatsApp.
  • Hasn’t accepted the latest Terms of Service.
  • Is using an outdated version of the app.

To fix this issue, contact the lead through another channel and ask them to:

  • Accept the latest WhatsApp Terms by going to Settings → Help or Settings → App Info
  • Update to the latest WhatsApp version

Once these steps are completed, the message should be deliverable.

Marketing template blocked due to session rule

If Meta returns the following error message: We couldn’t send your Marketing message template. Please wait for the client to reply or try again after the 24-hour window closes, it means that Meta blocked the marketing template due to session-based restrictions. This usually happens when the recipient has received many marketing template messages recently.

To fix this issue, follow these steps:

  • Wait and try sending the template later.
  • Send a template in a different category (e.g., Utility).
  • If the user replies to any previous message, the 24-hour window will reopen.

Note: For U.S. recipients, as of April 2025, marketing templates can no longer be sent at all – even if a session is open. To learn more, read our Meta’s Business Policy – Marketing Limitations.

Missing payment setup

If Meta returns the following error message: Unable to send your message. Please ensure the payment method is set in Meta Business Manager, it means that your WhatsApp Business Account is missing a valid payment method or has configuration issues.

To fix this issue:

  1. Open the Meta Business Manager on Facebook:
  • Go to Billing & Payments (for direct WhatsApp integrations)
  • Or WABA App Payments (for using Whatsapp both on Kommo and the app)
  1. Check for issues:
  • No payment account linked
  • Overused or inactive credit line
  • Missing timezone or currency settings
  • OBO (on-behalf-of) permissions declined
  • Account suspended or deleted

Once you've fixed the setup, send a test message to make sure it's working.

Template paused due to poor quality

If Meta returns the following error message: We couldn’t send your message. Meta has paused this template due to low quality rating, it means that Meta paused the template due to user complaints or low engagement.

To fix this issue:

  1. In WhatsApp Manager → Open the Manage templates tab, check the template's quality status.
  2. In Kommo, go to WhatsApp → Templates & Bots and edit the paused template. Improve clarity and avoid overly promotional language
  3. Re-submit the template for approval.

Once you've fixed the template, send a test message to make sure it's working.

URL button used in freeform message

If Meta returns the following error message: Free messages don't support URL buttons. Only WhatsApp templates have this feature, it means you tried to send a non-template message with an URL button. This feature is only available in templates.

To fix this issue:

  1. Go to WhatsApp → Templates & Bots in Kommo. Create a new template.

  1. Add the Call to action button to a template.

  1. Submit for approval via Broadcasting or Whatsapp Business Features and test the template.

Message not delivered – spam or block

If Meta returns the following error message: Unable to send your message. Your messages might have been reported as spam, or the recipient has blocked your number, it means that your number is limited due to high spam reports or being blocked by recipients.

To fix this issue:

  1. Open WhatsApp Manager → Phone Numbers.
  2. Hover over the status tooltip of the affected number to check the reason and get recommendations.
  3. Follow the guidance provided by Meta.
  4. Wait until the status changes to Approved.

To avoid being flagged as spam or blocked by users, make sure your communication complies with WhatsApp’s Business policy.

Template blocked permanently

If the method described did not work, it means that the template has been permanently blocked by Meta due to repeated complaints. In this case you can:

  1. In Kommo, go to WhatsApp → Templates & Bots and delete the blocked template.
  2. Create a new one with different content.
  3. Submit for approval via Broadcasting or Whatsapp Business Features and test the template by sending it to recipients.

Meta marketing experiment: limited delivery

If Meta returns the following error message: We couldn’t send your message. The recipient is a part of a Meta experiment limiting marketing messages outside the 24-hour window; it means that Meta is running a test that limits delivery of marketing templates to certain users.

To fix this issue:

  • Try sending a different type of template (e.g., Utility).
  • Ask the recipient to reply to your message to open the 24-hour window.
  • Consider following up via a different channel to ask the recipient to reply to the template to activate the 24h window again.

For details on marketing message limits, see Meta’s Marketing Messages – Messenger Platform documentation.

Business profile or portfolio blocked

If Meta returns the following error message: We couldn’t send your message. The Business Portfolio associated with this WhatsApp number has been blocked; it means your WhatsApp Business Account is blocked due to policy violations or incorrect data.

To fix this issue:

If the issue persists, contact Meta directly.

Need more help setting up or troubleshooting? Contact us by sending an email to support@kommo.com or write to us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

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