Message deliverability
Message deliverability is the share of sent messages that actually reached the recipient's device, rather than getting stuck, rejected or filtered out.
What it is
Sent does not mean delivered. A message may fail to leave because the sender is restricted, may not reach an outdated number, or may be rejected by the platform. Deliverability shows what part of what was sent actually reached people.
How it is counted
Deliverability = delivered messages / sent messages x 100%.
An illustrative example: of 1,000 sent, 920 arrived, so deliverability is 92%. The other 80 should be sorted by cause: a non-existent number, the person does not have this messenger, the sender is restricted, the message was rejected.
Next to it, the shares of read and replied are usually watched. But without delivery they mean nothing: you cannot read what did not arrive.
Why it matters
A drop in deliverability is an early signal. It usually warns about a problem before a number gets fully blocked. If the daily share of delivered messages fell sharply, look for the cause at once: an old base, too fast a pace, identical text, complaints from recipients.
There is a money side too. If you pay for every message sent, undelivered ones are a direct loss.
The typical mistake
Looking only at “sent”. The report says 10,000 went out, while in reality half hit restrictions or outdated numbers. Decisions made on such a report are made blind.
The second mistake is not cleaning the base. Numbers where messages consistently fail to arrive only spoil the figures and the sender’s reputation.
More in Signals
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- Viber broadcast without bans: how to message clients and keep your senderA Viber broadcast without bans rests on recipient consent, an easy opt-out, sensible hours, a recognizable sender, and personal texts that go to a small part of your client base first. The number and the sender name must belong to the company, not to an employee. You judge a broadcast by replies, opt-outs, complaints, deals, and revenue, not by the number of sends.