Campaigns

Campaign reports and delivery

Reading the History tab, what sent and failed really mean, every failure reason explained, the recipient list with its Excel export, and the one-page PDF report you can hand to a client or a manager.

3 min readUpdated: September 2026Open the dashboard

#The History tab

Status	Meaning
draft	Prepared, never sent. Costs nothing; stays as a record.
sending	Going out now, about three messages a second.
paused	Stopped by you; unsent recipients stay pending.
completed	Every recipient was attempted. Sent and failed add up to the total.
failed	The campaign could not run at all — for example the template was deleted or WhatsApp disconnected. The reason is on the row.

#What “sent” means — and what it does not

A recipient is marked sent the moment Meta *accepts* the message. Meta accepts messages for numbers it cannot deliver to as well, and reports the outcome a little later. When that report says the message could not be delivered, the row flips to failed with the reason, and the campaign’s counts are corrected — so a campaign’s numbers can still change for a few minutes after it completes.

Replies to a campaign land in the inbox like any other message. The recipient’s thread opens with your campaign message at the top, so the assistant and your team see what the customer is answering.

#The recipient list

Press View on a campaign to list every recipient: the number, the name or the spreadsheet columns that filled the message (under the headings you typed), the status and — for failures — Meta’s reason. Download Excel gives the same list as a file, with the sheet’s headings in the language your dashboard is set to.

#Failure reasons explained

Meta reports failures with a code and a sentence. The ones you will actually meet:

What Meta says	Code	What it means	What to do
Message not delivered to maintain healthy ecosystem engagement	131049	Meta held the marketing message back because this person has received many marketing messages lately — from all businesses, not only yours. Not a quality problem on your side.	Nothing; these numbers usually receive the next campaign. Utility templates are not subject to this.
Message undeliverable	131026	The number is not on WhatsApp, was mistyped, or cannot receive messages.	Remove it from future lists.
Re-engagement message	131047	More than 24 hours since the customer last wrote; only a template may be sent. Seen when a follow-up or order message was not an approved template.	Use an approved template.
Rate limit hit / pair rate limit hit	130429 · 131056	Too many messages in a short time, or too many to the same number.	Wait; the sender already paces itself. Avoid sending the same person several campaigns in a day.
Spam rate limit hit	131048	Too many recent messages from your number were reported or blocked; Meta throttles it.	Pause marketing for a day or two, review consent, add the STOP line.
User’s number is part of an experiment	130472	Meta withholds marketing messages from a small sample of users for measurement.	Nothing — a Meta decision.
opted out — the customer asked not to receive marketing messages	—	They sent STOP after the list was prepared.	Nothing; they are skipped until they send START.
monthly campaign quota exhausted	—	Your plan’s campaign messages for the period ran out during the send.	Request an upgrade, or wait for the period to renew.

#The PDF report

For every completed campaign, PDF report builds a one-page, branded A4 report in your dashboard’s language: the campaign, its date and duration, total, delivered and undelivered with a percentage, the undelivered messages grouped into the reasons above with a plain-language explanation of each, how many recipients replied, and recommendations for the next campaign. It is written to be handed to a client or a manager as is.

See a sample: English report · Arabic report.

#Reading the numbers

Delivery rate above 90% is normal for a list of real customers. Lower means old numbers or a list that was not opted in.
Frequency caps (131049) rise and fall with what other businesses send; a Utility template for transactional messages avoids them entirely.
Replies are the number that matters: a campaign that 5% of recipients answer is doing well. Build your next audience from the repliers with Auto-create from your own data → Everyone who messaged you since the campaign date.

Can I resend to the ones that failed?

Download the Excel, keep the rows whose reason suggests a retry (frequency caps, rate limits), and upload them as a new audience for a later campaign. Do not resend to “undeliverable” numbers.

Why does the report say delivered when a customer says nothing arrived?

Delivered means WhatsApp accepted and delivered it to the phone; a customer may have muted or archived the chat, or blocked the number after delivery. Ask them to check the archived chats.

Where are read receipts?

Meta only reports reads when the customer has read receipts switched on, which many do not, so the platform reports sent and failed — with Meta’s delivery failures folded into failed — the numbers that are always true.

Still stuck?

Write to us and a real person answers — usually the same working day. [email protected]

Or message your account manager from the My Manager page in the dashboard.