Insights overview

The Insights page shows detailed analytics for your WhatsApp messages. It is organized into four tabs:

Tab	Description
Overview	Delivery funnel, daily volume, failure stages, category costs, and daily breakdowns. Covered on this page.
Templates	Performance metrics for each template.
Errors	Error codes, their counts, and the templates they affect.
Messages	A searchable list of individual messages and their status.

For a quick summary across all channels and apps, see the Dashboard.

Insights officially starts on November 1, 2026. Data shown for earlier dates is a preview and may be incomplete.

Open Insights

Select Insights in the left menu.

Page controls

The controls at the top of the page apply to all four tabs.

Channel

Select the channel to analyze. The number next to WhatsApp shows how many WhatsApp apps you have. Instagram is marked Coming soon and is not yet available in Insights.

Filters

Control	Description
All Apps	Show data for all apps, or select a single app.
Date	Set the date range. The button shows the current selection, for example Date: This month.
Export	Download the data as a report.

The selected date range is shown under the page title, for example Oct 1 – Oct 30.

Date filter

Click the Date button to open the date picker.

Option	Description
Today	Today’s data.
Yesterday	Yesterday’s data.
Last 7 days	Data from the last 7 days.
This month	This month’s data.
Last month	Last month’s data.
Custom	Select a start and end date from the calendar.

After making your selection, click Save Filter.

Export

Click Export to download a report.

Field	Description
Date Range	The date range to export.
App	The app whose data to export.

After you fill in both fields, the Export button becomes active. Click it to download the report.

Summary

The cards at the top of the Overview tab follow a message from the moment Gateway receives the request until it is read.

Card	Description
Requests	Number of API calls Gateway received in the period.
Sent	Share of requests that were sent. The card also shows the number of sent messages and how many requests were rejected.
Delivered	Share of sent messages that were delivered.
Read	Share of delivered messages that were read.
Failed	Share of sent messages that failed.
Spend	Total messaging spend for the period (USD), with the average cost per delivered message.

Messages by day

A stacked bar chart showing your messages over time, split by outcome:

Series	Color	Description
Delivered	Blue	Messages delivered to the recipient.
Failed	Red	Messages that failed after they were sent.
Rejected	Yellow	Messages rejected before they were sent.

Use the controls in the top right corner of the chart to change the view:

Control	Options	Description
Interval	Hourly, Daily, Weekly	The time period each bar covers.
Metric	Count, Cost	Show message counts or messaging cost.

The highest bar is labeled with its value, for example 379 peak. A striped bar means the data for that period is still being aggregated. The time zone of the chart is shown under the title.

Where messages fail

Shows where unsuccessful messages stopped, in the order a message passes through the stages:

Stage	Description
1. Rejected by Gateway	The request never reached Meta. These messages are not charged.
2. Rejected by Meta at send	Gateway accepted the request, but the WhatsApp Cloud API refused it.
3. Failed after send	The message was sent, but its status webhook returned `failed`.

Each stage shows the number of affected messages and their share of all attempts. Below that, it lists the error codes in that stage, each with a short explanation and its count. For a full breakdown, see the Errors tab.

Messages by category

Shows message volume and estimated cost for each category:

Category	Description
Marketing	Marketing template messages.
Utility	Utility (transactional) template messages.
Authentication	Authentication template messages.
Service	Service messages.

Each row shows the number of messages and their share of the total, the estimated total cost, and the average cost per message.

Messages breakup

Shows daily WhatsApp messages by type, newest first. Each row is one day.

Column	Description
Date	Date.
Template sent	Number of template messages sent that day.
Outgoing session	Number of outgoing sessions that day.
Incoming session	Number of incoming sessions that day.

Use the page numbers below the table to move between pages, and the Rows dropdown to change how many rows each page shows.

Template breakup

Shows daily message counts by category, newest first.

Column	Description
Date	Date.
Marketing	Number of marketing templates sent that day.
Utility	Number of utility templates sent that day.
Authentication	Number of authentication templates sent that day.
Service	Number of service messages that day.

Dashboard

App Configuration

Meta Form Steps

Open Insights