63049: Meta chose not to deliver this WhatsApp marketing message
MESSAGING
ERROR
This error occurs when Meta blocks delivery of a WhatsApp message that uses a Marketing template. Starting April 1, 2025, recipients in the U.S. cannot receive WhatsApp marketing template messages. Outside the U.S., Meta can temporarily limit marketing template delivery for recipients who are less likely to engage. (help.twilio.com)
- Your application sent a WhatsApp template categorized as Marketing to a recipient in the U.S. after April 1, 2025. (help.twilio.com)
- Your application sent a Marketing template to a recipient outside the U.S. who is temporarily limited from receiving more marketing template messages. (help.twilio.com)
- The template was categorized as Marketing by Meta, even though the use case should be Utility or Authentication. Meta classifies any template that does not meet the Utility or Authentication definitions as Marketing.
- For recipients in the U.S., do not retry the same WhatsApp marketing template message. Use another channel such as SMS or MMS for that marketing use case. (help.twilio.com)
- For recipients outside the U.S., do not immediately resend the same Marketing template. Retry later with progressively larger delays so you avoid repeated failures while the limit is still in effect. (help.twilio.com)
- Review the template category before sending. If the message is transactional, user-requested, or otherwise fits Utility or Authentication, update the template in the Content Editor or Content API and resubmit it with the correct category.
- Enable Marketing Messages API on your WhatsApp Business Account to improve marketing delivery rates and help reduce 63049.