WhatsApp deliverability
WhatsApp deliverability is the ability of a business's messages to actually reach their recipients. It depends on technical and reputational factors: number validity, the account's quality rating, messaging limits, user blocks and reports, template status and Meta filters such as the caps on marketing messages. It is measured by comparing sent, delivered and read.
The mechanisms that govern it: each number has daily messaging limits that grow with quality; the quality rating summarizes recent blocks and reports and, if it drops, reduces sending capacity and can pause templates; messages to non-existent numbers or numbers without WhatsApp fail and pollute the metrics; users saturated with promotions may not receive further marketing messages due to the caps Meta applies on the recipient side.
The practices that protect it: clean lists with genuine opt-in, removal of numbers that repeatedly fail, gradual warm-up of new numbers, moderate frequency and content relevant to the segment, monitoring of delivery statuses to catch anomalous drops. A sudden collapse in deliveries on a campaign is an alarm signal: better to stop and check rating and templates before pushing on with the sends.
SendApp exposes delivery statuses per message and per campaign and sends at controlled pace, helping protect the number's quality rating; costs stay at Meta rates, with no markups.
Frequently asked questions
From theory to practice
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