Multi-Channel Fallback is designed for important transactional messages (OTP, alerts, reminders). It is not recommended for large promotional bulk campaigns.
Why transactional fits best #
- Each failover attempt may consume credits on multiple channels.
- WhatsApp and RCS have template and consent rules that differ from bulk promo SMS.
- High-volume promo with automatic channel switching can increase cost and compliance risk.
Better approach for marketing #
- Use standard SMS or WhatsApp campaign tools for promotions.
- Reserve Fallback for messages where delivery failure has a direct business impact.