> ## Documentation Index
> Fetch the complete documentation index at: https://docs.thinnest.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# When a message isn't delivered

> What WhatsApp said, what it means, and what to do about it.

When WhatsApp doesn't deliver a message, you'll see it in two places: on the
message in your [inbox](/workspace/inbox), and against the person in a
[broadcast's](/whatsapp/broadcasts) results.

Each one shows **Meta's own message first**, exactly as WhatsApp sent it, and
then **what it means** in plain words. Meta's wording is kept so you can see the
refusal came from WhatsApp, search for it, or quote it to Meta's support.

A broadcast also groups its failures, so forty people refused for the same
reason are one line with a count, not forty.

## The marketing limit

The one you'll see most is this:

> This message was not delivered to maintain healthy ecosystem engagement. (131049)

**This isn't a fault with your account, your template or us.** WhatsApp limits
how many *marketing* messages each person receives from **all businesses
combined**, and refuses the rest. It does this on every WhatsApp platform, not
just this one. It decides per person, based on things like how often they read
marketing messages and how busy their inbox is.

What helps:

* **Wait at least 24 hours** before sending that person marketing again. Meta
  warns that resending sooner can keep them blocked for longer.
* **Space your campaigns out.** Several offers in a few days to the same list is
  exactly what triggers it.
* **Replies reset it.** When someone messages you, marketing you send them in
  the next 24 hours doesn't count toward the limit.
* **Use utility templates for transactional messages.** Order confirmations,
  delivery updates and tickets aren't subject to the limit — as long as the
  template is honestly utility and not a promotion.

<Note>
  To protect your customers, a marketing broadcast **holds back** anyone WhatsApp
  limited in the last 24 hours, rather than sending again and extending the
  block. They're listed as *Not contacted*, with the reason. Utility templates
  are never held back.
</Note>

## Other reasons

| Meta's code | What it means | What to do |
| - | - | - |
| **131050** | The person turned off marketing messages from you in WhatsApp. | Don't send them marketing unless they turn it back on. |
| **131026** | The number can't receive the message — usually not on WhatsApp, or on a very old version. | Check the number with them. |
| **131053** | WhatsApp couldn't fetch the picture, video or document. | Upload the file to the template again, then resend. |
| **131047** | It's been over 24 hours since they last messaged you. | Send an approved [template](/whatsapp/templates) instead. |
| **131056** | Too many messages to the same person in a short time. | Wait a little before messaging them again. |
| **131042** | Meta couldn't charge your WhatsApp Business account's payment method. | Fix it in Meta Business Manager → Billing. |
| **131048** | Messages from your number were blocked or reported as spam. | Check your quality rating in WhatsApp Manager; send fewer, more relevant messages. |
| **132015** | Meta paused the template after people blocked or reported it. | Edit it and resubmit. |
| **132001** | The template isn't approved, or doesn't exist in that language. | Check its status on the Templates page. |
| **130472** | WhatsApp held a marketing message back for its own experiment. | Nothing — it isn't something you can fix. |

Every code has its own page in
[WhatsApp error codes, explained](https://thinnest.ai/whatsapp-error-codes) — what
it means, whose problem it is, how to fix it and whether to retry.

A message WhatsApp didn't deliver isn't charged.

If you see a code that isn't here and its explanation is missing, or the same
failure keeps happening, tell us and include Meta's message.