If you have been noticing a delay in sending out template messages, then you are not alone. Multiple WhatsApp Business API users have reported a delay ranging from 1 minute to 30 minutes in sending out template messages. The reason why it’s taking so long is because you are using variables in the template. If you try sending out a static template with no variable in it you won’t face the same problem. Authentication messages, on the other hand, tend to get delivered way faster.
This is a well-known bug that has been reported to, and been acknowledged by, Meta and is under investigation but has not been resolved yet (https://developers.facebook.com/support/bugs/587271766844244/?join_id=f12ad04dbf8564).
What you can do to optimize the efficiency of your business is —
If speed is critical, use static templates without variables for your high-priority messages.
If personalization is required, send variable-based templates during less time-sensitive campaigns.
If you absolutely need to use templates at all times, reduce the number of variables in each template or simplify the data that needs to be fetched and inserted into the message.
If you’re sending OTPs, account recovery messages or any other urgent communication, use pre-approved authentication templates as these messages are delivered much faster than standard marketing or engagement templates.
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