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DELIVERY AND LIMITS
Reply rate
Reply rate is the percentage of delivered messages that received a response from the recipient, including button taps, within a defined period after delivery. On WhatsApp a reply opens a 24-hour customer service window, so reply rate is both an engagement metric and the number that decides how much of the follow-up you can send without a template.
read rateclick ratequick reply buttonservice conversation
Why it matters
Replies are what Meta rewards (pacing, quality) and what your team can act on. A broadcast with buttons routinely gets 10 to 30 percent replies; text-only asks get a fraction of that. Each reply also opens a day in which follow-ups need no template. From 1 October 2026 Meta charges for replies too; the first 1,000 each month on each WhatsApp number are free. After those, a reply costs the utility rate (Rs 0.115 in India), still well below a marketing template, so replies still change campaign economics.
In VGraple CRM
Replies and button taps are attributed to the campaign that caused them and appear in the report by button; reply conversations are tagged with the campaign so agents know the context, and automation can act on the reply immediately.
Related terms
Read rate, Click rate, Quick reply button, Service conversation.