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When a contact says they didn’t get your WhatsApp message, find the message in Flowella first. Its status, and the reason Flowella gives, tell you what went wrong and what to fix.

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Check the message status

Open the conversation in the Inbox. Each message you send shows a status icon next to its time. The reason for a failure is printed under the message, so you don’t need to hover over it. If WhatsApp gave no reason, only the icon shows.

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Find the cause

This decision tree shows where to look, starting from what you see in the Inbox.

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Messages that failed

When a message shows Failed, read the reason under it. These are the most common reasons: The 24-hour window is Meta’s customer service window: the 24 hours after the contact’s latest message to you. For every other code, see WhatsApp error codes.

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Messages that aren’t in the Inbox

If you can’t find the message in the conversation, it was never sent: Flowella or WhatsApp refused it, or Flowella is holding it. Check where it was sent from:
  • A HubSpot workflow. Open the workflow’s enrolment history in HubSpot for that contact. The failed Send WhatsApp Template, Send WhatsApp Message or Send WhatsApp Reply step shows Flowella’s error message, and the action’s Error code output holds a short code. See Send action failure codes.
  • A bulk send or a test send. Open the template, select the Statistics tab and read the Details column of the Send log. See Send log.
  • The Inbox or the API. Flowella shows the reason in the Inbox, or returns it in the API response, and doesn’t send the message.
These are the usual reasons:
Flowella blocks every message to a phone number that has opted out on the WhatsApp number you send from. This covers the Inbox, bulk sends, Test Template, HubSpot workflows and the API.
  • In HubSpot, the step fails with CONTACT_OPTED_OUT.
  • In the Send log, Details reads “Recipient opted out of messages on this channel.”
  • In the Inbox, Flowella says “This contact opted out on this WhatsApp number.”
To check, select the WhatsApp number you sent from, then select Opt-outs in the sidebar and search for the phone number. Each WhatsApp number keeps its own list. Respect the opt-out. Use Re-opt in only when the contact has asked to hear from you again. See Opt-outs.
When WhatsApp pauses or disables a template, Flowella holds the bulk sends and HubSpot Send WhatsApp Template sends that use it. It sends them when WhatsApp restores the template, and the Message template approved notification tells you how many held send jobs resumed. In the meantime the HubSpot step waits for Flowella’s result.A disabled template stays held until you edit and resubmit it and Meta approves it again. You can’t send a paused or disabled template from the Inbox. Check the template’s pill on the Templates page. See Delivery-health pills and Paused or disabled templates.
Flowella stops sends when the free trial has ended, you’re on the Free plan, your subscription has ended or a payment has been past due for more than 7 days. When a payment fails, sending keeps working for 7 days first. On the free trial, sends from the Inbox, bulk sends and the API also stop when you reach the trial’s message limit.In the app you see Subscription required, Payment required or Message limit reached. In HubSpot, the Send WhatsApp Template step fails with a message that your subscription is not active or that your payment is past due. See Actions locked by billing.
Phone numbers must be in international format: a +, the country code and the number, such as +447700900123. A leading 0 or a missing country code makes the send fail.
  • In HubSpot, the step fails with CONTACT_PHONE_MISSING or CONTACT_PHONE_INVALID.
  • In the Send log, Details reads “Invalid phone number.”
See Phone number format.
If the same template, in the same language, goes to the same phone number from the same WhatsApp number within 15 seconds, Flowella sends it once. The repeat shows as Suppressed in the Send log, and the HubSpot step fails with DUPLICATE_TEMPLATE_SEND_SUPPRESSED. The phone number still got the template once. See Template send suppressed as duplicate.
When a variable has no value for the contact and the template has no confirmed fallback value, Flowella doesn’t send. The error names the variable, for example “Variable {{1}} is empty and has no fallback value.” In HubSpot, the error code is VARIABLE_EMPTY_NO_FALLBACK. See Fallback values.

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Messages stuck on Sent, Pending or Held

Sent but never Delivered. The contact’s phone may be switched off or offline. WhatsApp keeps trying to deliver for a while, then drops the message. See Time-to-live. If the contact has blocked your business number, your messages also stay on Sent. There is nothing to fix in Flowella: contact the person another way. Held. WhatsApp can pace a template that is new, recently unpaused or not rated Green yet. It sends the first messages, then holds the rest while it waits for feedback from the people who received them. If the feedback is good, WhatsApp sends the held messages. If it’s negative, WhatsApp drops them, they fail with code 132015, and the template is paused. Meta says its goal is to deliver paced campaign messages within an hour. See Meta’s template pacing page. Pending. Flowella hasn’t had a status from WhatsApp yet. Reload the conversation after a few minutes. If many messages stay Pending, check Meta’s WhatsApp Business API status for an incident.

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Spot delivery problems early

  • Dashboard. The attention strip shows Delivery failures when more than 5% of the messages sent from the selected number in the last 7 days failed. Select Open analytics to see the detail. See Dashboard.
  • Results. The Failure rate card turns red above 5%. Template performance shows which templates fail. See Results.
  • Quality banner. A red banner at the top of the app says “WhatsApp quality or account status needs attention” when one of your numbers has a Red quality rating or is restricted. See Quality rating.
  • Notifications. Flowella notifies everyone in your organisation, in the app and by email, about these events. You can’t turn them off.
    • WhatsApp quality rating: a number’s quality drops to Yellow or Red.
    • Template paused: WhatsApp pauses a template.
    • Template quality drop: a template’s quality drops to Red.
    See Notification preferences.

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Still stuck?

Contact Flowella support with:
  • The contact’s phone number and the WhatsApp number you sent from
  • The date and time of the send
  • The text under the message, or the error code from HubSpot or the Send log
  • The template name, if you sent a template

WhatsApp error codes

What each code means and how to fix it.

HubSpot sync failures

Workflow actions that fail, and their error codes.

Opt-outs

Check and manage opt-outs for each WhatsApp number.

Quality rating

How Meta rates your number and templates.
Last modified on October 30, 2026