Experiments

Meta occasionally runs experiments to help assess the impact of messaging on WhatsApp user experience and engagement. These are standard practices on our platform and contribute to improving the messaging experience for both you and your customers.

Ongoing experiments are described below and have no fixed end-date. In order to protect the validity of the experiment and ensure the best possible business and consumer experience, Meta cannot provide any exceptions or opt-outs for these experiments.

‍

Marketing Message Experiment Scope

Approximately 1% of WhatsApp users are selected for this ongoing experiment. These users will not receive marketing template messages from businesses unless specific conditions are met:

1. Customer Service Window: Marketing messages can be sent if a customer already has an active customer service window with the business.
2. Open Marketing Conversation: Marketing messages can be sent if there's an ongoing marketing conversation between the customer and the business.
3. Open Free-Entry Point Conversation: Marketing messages can be sent if there's an existing open conversation initiated by the customer.

‍

Sending a Marketing Template Message

‍For example, Sarah's company usually sends marketing template messages on WhatsApp. She sends one to her customer, Alex, who is part of the experiment group.

In the experiment group, Alex does not receive the marketing message, and Sarah is not billed for it. Instead, she receives a message status undeliverable webhook with error code 130472, indicating the message's failure.

Important Consideration: Attempting to resend the message will result in the same error. If you must deliver the marketing template message to the customer, Meta recommend that you contact the customer by some other, non-WhatsApp means, and ask them to message you so you can resend the message within the customer service window.

‍

Note: Zoko has nothing to do with message experiments, it falls under WhatsApp's policy.

‍

Keywords: Message experiment, Failed, Ongoing, Undeliverable, Message failure, Marketing message, Experiments.

‍