Back
BACK TO BLOG HOME
WhatsApp is one of the most powerful marketing channels for restaurants. With open rates reaching up to 98%, many restaurants depend on it to drive orders and repeat visits.
Recently, though, something strange has been happening. While open rates remain high, delivery rates have dropped sharply. Where you once saw 80 to 90 per cent message delivery, you might now see only 50 to 60 per cent.
You double-check everything:
- The campaign was approved.
- Your template followed WhatsApp’s policies.
- All customer numbers were valid.
And yet, only half your audience received your message.
So what went wrong? Is Reelo not sending your campaigns properly? Did WhatsApp reject your message?
Here’s the truth: it’s not your fault, and it’s not Reelo’s fault either. Something else is happening behind the scenes
Understanding Meta’s Frequency Capping on WhatsApp
Imagine this: you are checking your phone and see endless promotional messages such as clothing sales, restaurant discounts, movie offers, and grocery deals. Eventually, you start ignoring them or even blocking numbers.
This is what was happening to WhatsApp users everywhere, especially in India. To protect users from message fatigue, Meta introduced Frequency Capping, a system that limits how many marketing messages a user can receive per week.
This limit applies only to marketing templates. Service messages such as “your order is ready” or “your table is confirmed” are still delivered as usual.
Frequency Capping is designed to protect users, but it also affects how far your WhatsApp campaigns can reach.
Why Meta Introduced WhatsApp Message Limits
Meta introduced Frequency Capping to improve user experience, not to make business communication harder. Too many promotional messages were causing people to:
- Ignore or delete marketing messages
- Block business numbers
- Lose trust in WhatsApp Business as a platform
By setting message limits, Meta keeps WhatsApp useful and trustworthy for everyone. The downside is that during busy seasons such as Diwali, weekends, or sale periods, many legitimate campaigns get temporarily paused or delayed.
How Frequency Capping Affects Restaurant Campaigns
Let’s look at a simple example.
You have a list of 50,000 customers saved in Reelo. You design a special Diwali offer and send it out via WhatsApp.
Here is what happens next:
- Some customers receive it instantly.
- Some never receive it at all.
Even though your campaign was approved, your numbers are valid, and your balance is fine, Meta might still block delivery to some users because they have already hit their weekly limit.
This is why you see WhatsApp delivery rates suddenly drop, not because of a system glitch but because of Meta’s frequency limits.
What Happens Behind the Scenes
When WhatsApp blocks your messages due to Frequency Capping, it does not show an error message. The campaign looks complete in your dashboard, but some messages remain stuck in the background, waiting for another chance to send.
This invisible delay can be confusing. It looks like a delivery problem, but it is really a built-in restriction designed to keep users from receiving too many promotions.
Fixing Low WhatsApp Delivery Rate Problems with Reelo’s Smart Retry
If your WhatsApp campaign does not reach everyone, you can now fix it easily with Reelo’s Smart Retry feature.
- When Meta’s Frequency Capping delays your messages, Smart Retry automatically identifies undelivered WhatsApp messages and resends them every 24 hours, once Meta’s limits reset. This ensures your campaigns have multiple chances to reach customers without any manual effort.
Here is how you can enable Smart Retry while creating your campaign in Reelo:
- Select your channel
When you start your campaign, choose WhatsApp Marketing on the first screen.
2. Set your campaign details
Add your campaign title, reward type, description, logo, terms, and creative assets. You can also edit your WhatsApp message template here
3. Choose your audience
Pick the customer segment you want to reach. Reelo will automatically exclude opted-out or inactive numbers to ensure compliance
4. Enable Smart Retry before sending to increase your WhatsApp Delivery Rate
On the “When do you want to send?” screen, you’ll see the Smart Retry on WhatsApp option highlighted in green. Turn it on using the toggle switch
5. Send your campaign
You can choose to send it now or schedule it for later. Once sent, Reelo will automatically retry undelivered messages after 24 hours.
Smart Retry works quietly in the background, increasing your campaign delivery without using any extra WhatsApp credits.
If a message does not reach your customer today, there is a good chance it will be delivered tomorrow once Meta’s delivery window resets.
When Smart Retries Don’t Apply
Smart Retries are designed to handle temporary delivery blocks. However, they will not retry messages that failed for permanent reasons such as:
- Invalid or inactive phone numbers
- Customers who opted out of WhatsApp marketing
- Rejected templates or policy violations
In these cases, Reelo automatically identifies the permanent block and avoids wasting retries or credits.
Benefits of Using Reelo’s Smart Retry
1. Higher WhatsApp Delivery Rates
Your messages have multiple chances to reach your customers, improving overall campaign performance and engagement.
2. No Manual Work Required
You do not have to monitor failed messages or resend them manually. Reelo handles everything automatically.
3. Transparent Reports
Get clear reports that show how many retries were made, how many succeeded, and which ones failed permanently.
4. Better Customer Experience
Messages are spaced out naturally, so your customers do not feel overwhelmed. They are more likely to engage with your offers when communication feels balanced.
Final Thoughts
If your WhatsApp campaign does not reach everyone, it does not mean you did something wrong. It simply means that Meta’s system is protecting users from receiving too many marketing messages at once.
With Reelo’s Smart Retry, your campaigns continue to deliver even after Meta’s limits reset.
The next time you plan a big weekend or festive campaign, enable Smart Retry and let Reelo handle the timing. Your offers will reach your customers, even if they take a slightly longer route.
About The Author
