Improve WhatsApp Campaign Deliverability with Smart Retry
When sending WhatsApp campaigns, some messages may temporarily fail due to reasons such as the recipient's device being offline, network issues, or other temporary delivery conditions.
BIK Smart Retry automatically retries failed messages within a time window you choose, helping maximize campaign deliverability without requiring manual intervention.
What is BIK Smart Retry?
BIK Smart Retry is an automated retry mechanism for WhatsApp campaigns that intelligently retries failed messages until either:
The message is successfully delivered, or
The selected retry window expires.
Instead of limiting retries to a fixed number of attempts, Smart Retry continues retrying within your configured time window to improve the chances of successful delivery.
Why use Smart Retry?
Smart Retry helps you:
Increase campaign deliverability by retrying messages multiple times.
Recover temporary delivery failures automatically.
Reduce manual effort with an optimized retry strategy.
Keep reporting simple, as all retry attempts remain part of the same campaign.
This is especially useful for campaigns where recipients may be temporarily unavailable, such as promotional campaigns or reminders.
How Smart Retry works
After the initial send, failed messages are retried at increasing intervals.
Retry schedule:
Retry Attempt | Time After Previous Attempt |
1st Retry | 1 hour |
2nd Retry | 2 hours |
3rd Retry | 4 hours |
4th Retry | 8 hours |
5th Retry | 16 hours |
6th Retry | 24 hours |
Subsequent Retries | Every 12 hours |
Retries automatically stop when:
The message is delivered successfully, or
Your selected retry window expires.
Configure the Retry Window
When creating a WhatsApp campaign, simply choose how long Smart Retry should continue retrying failed messages.
Available retry window:
Minimum: 2 hours
Maximum: 120 hours
Default: 120 hours
For example:
A 2-hour retry window is suitable for highly time-sensitive campaigns.
A 48-hour retry window maximizes delivery opportunities for promotional or non-urgent campaigns.
Smart Retry vs. Custom Retry
You can choose the retry method that best fits your campaign needs.
Smart Retry | Custom Retry |
Automatically optimizes retry timing | Lets you manually configure retry behavior |
Ideal for most campaigns | Best for advanced use cases requiring full control |
Simple setup with only a retry window to configure | Greater flexibility with manual configuration |
Best Practices
Use a short retry window for flash sales, limited-time offers, or other time-sensitive campaigns.
Use the default 48-hour window for promotional campaigns to maximize delivery.
If you need complete control over retry timing and behavior, choose Custom Retry instead.
Frequently Asked Questions
1. Will Smart Retry create separate retry campaigns?
No. All retry attempts are recorded under the original campaign, making campaign analytics easier to understand.
Will retries continue after a message is delivered?
No. Once a message is successfully delivered, no further retries are attempted.
Can I choose how long retries should continue?
Yes. You can configure a retry window anywhere between 2 hours and 48 hours when creating your campaign.
Should I use Smart Retry or Custom Retry?
For most campaigns, Smart Retry is recommended because it automatically optimizes retries to improve deliverability. Choose Custom Retry only if you need precise manual control over your retry strategy.
Can I cancel Smart Retry once a campaign is sent ?
Yes you can cancel smart retry once the campaign is sent from options in Broadcast Overview Screen.
For further assistance or to raise feature requests related to Smart Retry, please contact [email protected]