Message Expiry

Message Expiry is a feature that helps you set a time limit for retrying undelivered WhatsApp broadcast messages. By default, Meta will continuously attempt to retry undelivered broadcast messages to recipients with a maximum time limit of 30 days. If the message still fails to be delivered after exceeding the 30 day limit, Meta will automatically stop the retry process and the broadcast message will no longer be sent to recipients.

You can use the Message Expiry feature if you want to limit the retry process to a time window of less than 30 days. If the message still fails to be delivered within the time limit specified in Message Expiry, Meta will automatically stop the retry process.

Message expiry is currently available only for Marketing Lite templates.

Message Expiry

Message Expiry value can only be set between 12 and 720 hours. If it exceeds or falls below this range, the broadcast template cannot be saved.

For example, as shown in the image above, Message Expiry is set to 15 hours. This means Meta will retry sending the message only within the next 15 hours. If the message is still not delivered after that period, Meta will stop retrying and the message will not be delivered to recipients.