If you use the WhatsApp Business API for marketing, you may encounter error code #130472 with the message: "User's number is part of an experiment."

This blog explains why this happens and what you can do about it.

What Does Error 130472 Mean?

Starting June 14, 2023, WhatsApp began running a Marketing Message Experiment affecting roughly 1% of users. Under this experiment:

  • Marketing template messages are not delivered to users in the test group unless at least one of these conditions is met:

    • The customer must have messaged your business within the last 24 hours.

    • A marketing message conversation must already be ongoing with the customer.

    • The customer initiated contact via a free-entry point, such as a Click-to-WhatsApp ad or link.

  • If your message is blocked as part of the experiment, you receive a webhook with error code #130472, and the message will be marked as undeliverable.

You are not billed for undelivered messages, and resending the message will result in the same error.

What Can You Do About It?

If you need to send a marketing message to a customer affected by this experiment:

  1. Ask the customer to message you first. Once they initiate contact, you can respond within the 24-hour customer service window.

  2. Use email, SMS, calls, or other alternate communication channels to contact the customer.

WhatsApp cannot provide exceptions or opt-outs for users in the experiment group and attempting to resend the message will not bypass the restriction. However, as the experiment applies to a very small percentage of users, most of your messages will still go through.

For more insights related to WhatsApp Business API, check out our other blogs at heltar.com/blogs.