This screen answers one question: are the messages arriving?
Every figure on it comes from what Meta told us about a message after we handed it over. None of it is inferred.
The tiles
| Tile | What it counts |
|---|---|
| Messages sent | outgoing WhatsApp messages handed to Meta in this period |
| Template sends | of those, the ones sent as an approved template |
| Delivered | messages Meta confirmed as delivered or read |
| Read | messages Meta confirmed the recipient opened |
| Failed | messages Meta refused to deliver |
| Delivery rate | delivered as a share of what was sent |
| Read rate | read as a share of what was sent |
| Failure rate | refused as a share of what was sent |
| Synced from the app | messages sent from the WhatsApp Business app and synced in |
Two of these have a rule inside them.
A message delivered and later marked failed counts only as failed. Meta sometimes reports a delivery and then retracts it. The later word wins, so the delivered figure never overstates.
Messages synced from the WhatsApp Business app are excluded from every count and rate above. Their delivered status was recorded on a phone rather than confirmed by Meta, and mixing the two would make a delivery rate that means nothing. They are shown separately so the volume is visible without polluting the measurement.
What a bad number means
Failure rate climbing. Open a failed message in its conversation and read the error. The usual causes are the 24-hour window, a number that is not on WhatsApp, a template that was rejected or paused, and a quality-rating restriction on your own number.
Read rate far below delivery rate. The messages arrive and nobody opens them. That is a content and timing problem, not a delivery problem — and on a template campaign it is the number that matters.
Template sends near zero while sends are high. Everything is going out inside the 24-hour window, which is healthy. The reverse — almost everything a template — usually means you are reaching out more than you are replying.
Limits
- This measures delivery, not conversation. A high delivery rate with no replies is still a failure of the message.
- Rates are shares of what was sent in the period, so a small period with a handful of sends produces rates that jump around.
- Meta's own delay means the last hours of a range can look worse than they will once the statuses settle.